21:23Taki Moore · Tutorial
How to Make an Offer So Good, It Sells Itself
Taki Moore walks through five offer levers, balanced like a seesaw of reward against risk, that make a coaching program easy to buy.
September 15thThe argument in one line.
If your marketing does the pre-selling and your offer is clear enough to read silently, you can choose your clients instead of chasing them, and sales calls become optional.
Read if. Skip if.
READ IF YOU ARE…
- A coach or consultant who is tired of chasing prospects, doing follow-up calls, and getting ghosted after the pitch.
- A coach under a million dollars a year who has too many products and an unclear offer that people say 'maybe later' to.
- A coach who dreads managing setters and closers and wants to know whether a document can replace the sales call.
SKIP IF…
- You sell low-priced products to a mass audience with no application or filtering step.
- You want specific scripts for running a sales call, since this video is about avoiding them.
The full version, fast.
Taki Moore says coaches do sales because they failed at marketing, and the fix is to move effort upstream so prospects arrive pre-sold and you get to choose them. He gives a filter for ideal clients (batteries included, value adding), a rule to cap your monthly spots about 20% below what you actually sign so demand exceeds supply, and a five-part offer diamond: promise, bonuses, risk reversal, payment plan, and scarcity or urgency. Written as a one or two page document, that offer can be slid across the table without a call. He used it to remove his entire sales team and sold out a month in three hours.
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00:00 – 01:00
01 · Client versus dream client
Frames the choice between chasing the money and choosing your squad.
01:00 – 03:55
02 · The client filter
The batteries-included, value-adding filter and the T-chart of green and red flags.
03:55 – 07:20
03 · Sales is failed marketing
Naval's quote, the chase spectrum, and why pre-selling removes the hard sell.
07:20 – 10:15
04 · Cap your supply
Use a limited-supply number as a marketing lever by setting it 20% under your current average.
10:15 – 11:45
05 · The silent offer
The table test: slide your offer across and see whether they nod or pass.
11:45 – 15:05
06 · The five-part offer diamond
Promise, bonuses, risk reversal, payment plan, and scarcity or urgency.
15:05 – 16:00
07 · One product, many offers
Under a million a year, sell one product and reposition it monthly.
16:00 – 18:25
08 · Calls versus documents
Taki's move to a salesless model and the results.
18:25 – 19:01
09 · Wrap-up
The single decision: chase the money or choose your squad.
Lines worth screenshotting.
- You're doing sales because you failed at marketing: when marketing doesn't pre-sell, you lean on a call to do the persuading.
- Prospects ghost the third and fourth follow-up call because you're hard selling them after skipping the pre-sell.
- Chasing makes people run. Building demand makes them line up, and then you get to filter.
- A real client filter has two halves: batteries included (their energy) and value adding (a net addition to your squad).
- If you don't know what you want in a client, list the red flags first and flip them inside out.
- You already have limited supply. If a thousand clients bought tonight the wheels would fall off, so use that cap in your marketing.
- Set your cap about 20% below your current monthly average, so ten signings a month becomes eight spots that fill fast.
- Selling out your cap for the first time feels like abundance, and it tells the market you are in demand.
- The silent offer test: write your offer on paper, slide it across the table, and they can only nod or pass.
- Every offer has two forces: reward pulls someone toward yes, and risk pushes them away.
- A clear promise should say what it does on the tin, like Five Hour Energy.
- Bonuses should make the result faster or easier, not just pile on extras.
- Most people say no to coaching because the offer was unclear, or clear but not compelling.
- Under a million dollars a year, sell one product and position it differently each month instead of building more products.
- Scarcity (a cap) and urgency (a deadline) are the tipping point between 'yes now' and 'maybe later'.
- Selling by document filters people just as well as a salesperson once the offer states who it is and isn't for.
Choose your clients by fixing marketing and the offer
WHAT TO LEARN
Sales calls are a patch for weak marketing, so pre-sell upstream, cap your spots, and write an offer clear enough to sell itself.
- Define your ideal client with a short T-chart of energy traits and fit traits, and use red flags as a shortcut when you don't know what you want.
- Clear standards attract A players, because the only people drawn to a room with no standards are those who couldn't meet them.
- Chasing prospects makes them run, while building demand lets them line up so you can filter with a yes, a maybe later, or a no.
- Capping supply works: set spots about 20% below your current monthly average so they fill faster than expected and signal demand.
- Treat the cap as adjustable, raising it when spots sell easily and lowering it when you are busy or away.
- Test your offer by sliding it across a silent table: if the prospect can't say yes from the page alone, it isn't clear or compelling yet.
- Build the offer around a clear promise, bonuses that speed results, a risk reversal, easy payment options, and a real cap or deadline.
- Under a million dollars a year, sell one product and reposition it with different offers, rather than building more products.
- Calls and documents both work, so pick the one that fits you, and expect the first move to documents to feel scary.
Terms worth knowing.
- Silent offer
- A one or two page document that explains your offer so clearly a prospect could say yes or pass without any conversation.
- Offer diamond
- A five-part model of an offer: promise, bonuses, risk reversal, payment plan, and scarcity or urgency at the base.
- Bivamf
- Taki's made-up client filter: batteries included (brings energy) and value added (a net addition to your community).
- Risk reversal
- A guarantee or policy that takes the buyer's downside, such as a refund or free continued work, so saying yes feels safer.
- Pre-selling
- Using marketing to build desire and trust before any sales conversation, so the sale itself is easy.
- Salesless
- A sales model with no setters, closers or calls, where prospects read the offer document and buy directly.
Things they pointed at.
04:22channelNaval Ravikant
13:10productFive Hour Energy
15:05productBlack Belt
Lines you could clip.
04:22
“You're doing sales because you've failed at marketing.”
03:35
“The only people who are attracted to a room without standards are people who can't meet them.”
09:00
“For the very first time in your life, you'll have experienced abundance.”
Word for word.
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If you've been in this industry for anything more than five minutes, you know that there's a massive difference between a client, someone with a credit card and a pulse and a dream client, someone who you wish you could like take to the magic cloning machine and print a hundred of them so that your client roster and your week is full of people who you froth on, who you love, who you can help and who happily pay for your services.
Every coach has heard the words ideal client or dream client, but the idea? that you could only work with them and have enough of them to turn this into a great business? Feels like the chances of finding a unicorn and a pot of gold and the Epstein list all on the same day.
Not going to happen. So it comes down to almost the most important decision of your entire business. Are you just going to chase the money and get who you can get?
Or are you going to choose your squad? Deliberately set up a business that only attracts the clients you want to work with. And I'm not talking about having your standards so high that you end up being the coaching equivalent of being still single at age 75, holding on to hopefully meet the one.
No, no, no. I'm talking about setting up a system that attracts exactly who you want. So every client you meet and every day that you coach is a dream experience.
So I was in Newport Beach in California running an event with some of our million dollar plus clients. We had a few guests there, people who are on the outside of our world and wanted to check us out. One of the guests was a woman called Joey, who's amazing.
She came up to me on dates and said, hey, Tuck, I just want to let you know, this is a great event, but you're doing a shit job of selling to us guests. I'm like, oh, no, no, I don't think you understand. I'm not selling, I'm buying.
She's like, what do you mean? I'm like. Well, I know who I'm looking for.
We call him a bivanth, a batteries included, value added motherfucker. And so I'm just going to check you out for the next couple of days. And if I think it's worth it, I'll invite you to come join us.
We've been chatting out there about the difference between chasing the money and choosing the squad. Being able to choose is just an amazing position to be in. And to be honest, it's available to anybody at any time.
It's just a decision away. And so all we need to do is like know who's my person and who's not. So the word I used before was by vamp.
It's a made up word, but I love it because it says two things.
Batteries included. That's about their energy. Do they come batteries included or not?
Because not everybody does. You want to work with people who show up with a little bit of like, they're on their front foot and they want to do stuff. And then value adding means, is this person a net addition to my squad?
In boardroom, we're super, super choosy, like elite level choosy. You don't need to be this choosy. But if someone's not batteries included, not fun.
It shows up pretty quick. And if someone doesn't add value, well, they're just taking up space. So you get to choose like how extreme you want to be on these things.
And then MF is motherfucker. Cause why not? Here's what I want for you though, is just to make a list of the criteria.
So when you're chatting with someone or you're on a call with somebody, or you look at them on social, you're like, does this person feel batches included? They feel evaluated. Do they feel like my person or not?
So if you just made a little T -chart like this and just wrote down, these are the three things which would make someone energetically a match for me. And these are the three things which would make someone feel like they're a right match in terms of demographics or skills that they have on board.
That's a good list. If you're not sure, do the opposite. What would make someone, what's the red flags?
And that's the shortcut. Sometimes it's easy to know what you don't want. and then just flip it inside out.
So having made this list, you might be a bit nervous. Like, what if I can't find these people? Doesn't this like shrink my opportunity?
Not only does being clear about who you want let you message to them and bring them in, but it makes you attractive to the people you actually want. Because the people, like A players, want to be with people who've got standards too. The only people who are attracted to a room without standards are people who can't meet them.
I had all sorts of weird beliefs about sales and about money and all that stuff. And instead of getting good at sales, I actually fixed it upstream.
I was like, you know what? If I could get really good at marketing and have them call me and want me, then maybe sales would be easy or even unnecessary. And so that's the obsession that sent me down this journey for 18 years.
It's like, how do we get so good at marketing that people just want it and I don't have to sell, but they buy? It's super, super crazy because now with a much, much bigger business, we're just running the same playbooks. Naval Ravikant, there's this amazing quote up here where he said, you're doing sales because you've failed at marketing.
And that's almost every coach I know. In fact, it looks like this.
By the way, even the big coaches with the big businesses, almost all of them are super sales heavy and marketing -wide. So if we think about this here being sales and this here being marketing, if marketing is not doing its job and you need new clients, what are you going to do?
You're going to lean into this skill here. And so there's a bunch of people who like raised a pinky finger that I might be interested or they've clicked like on a post. There's an opportunity.
We haven't had an opportunity in months. Pounce. And so we pounce and we chase and we try to book a call.
Yeah, we follow up to make sure they show up on the call. And then on the call, we like, we pitch and we razzle and we dazzle. We try to do all this stuff to impress them to why they should join us.
And then we're on the third or the fourth follow -up call and they're like ghosting us. It's because we're like, we're trying to hard sell now. Because we didn't pre -sell before.
And this whole video is about one, like one core shift. Down here, at this end of the spectrum, we're chasing. We're chasing the money.
We're chasing the people. Everything is like us chasing them. I don't know if you've ever felt like you're being chased, but like my, I haven't, thank God.
But if I ever felt like I was going to be, you know, being chased, my natural inclination would be run. And that's what prospects do. If we do it the other way around, if we lean into the marketing, like the last session on brand width, if we get this piece right, then not only is sales easy, but you have a line of people lining up at your door and you get to choose.
You've got your bi -vam filter on going, oh, you look good. Maybe later. 100 % no.
Oh yeah, you're good. And we get to choose. And that's just a completely different headspace to be in.
And it's not just a mentality or a mindset. It's a daily reality. When you get this bit right, this bit gets easy.
So I don't know where you are on this spectrum, but like a year or so ago, we as a business were way down here. Like marketing wasn't very good. That's on me.
And so the sales team had to like work really, really hard. I don't know about you, man, but like I did hundreds of sales calls. I didn't enjoy it, but I did it because I was good at it.
And it was, you know, that was what I was taught. Like to sign a high -tech client, you must do calls. That was, you know, what I learned.
And then I didn't want to do that anymore. So, well, somebody else needs to do it. And so I hired a salesperson who's amazing.
And then we needed somebody else to... to triage for them and then somebody else before them to like DM set appointments and then somebody over all of them to manage. And as it got bigger, it was like more and more and more and more people.
And to be honest, not even more clients. There's this thing that's going on in the world where people are just like, I don't want to do sales calls. Prospects don't really want sales calls.
And the thought of managing a team is hard. And so if that's not the world you want to be in, if you don't want to be in this like sales heavy mode, and if you do, cool, then the alternative is let's get the marketing to do the pre -selling so that... Like the actual sales function is relatively easy.
So I just want you to make it like, where am I right now on this spectrum? And where do I want to be? If we lean this way, everything we're about to do just becomes so much easier.
An amazing thing happens when there's a limited supply and lots of demand. When we get this brand piece right, this is why we're like, are we talking about sales? Are we talking about marketing?
Yes. It's all one client acquisition piece, right? It's like, how do clients happen here?
Every business. is somewhere on this supply -demand curve, but most coaches have unlimited supply. How many clients do you want?
Lots. How much demand do they have? None.
That's why they're chasing. But the truth is, if you think about it, you've actually got limited supply already. If a thousand new clients bought tonight, what would break first?
I'll go first. You would. You totally would.
The wheels would fall off, things would start breaking, and you'd just die. Somewhere between zero clients and a thousand new clients, there's a number that you could actually take and look after and do a good job with sustainably.
So there's already some scarcity to your supply, but we just don't use it. So I want you to think about this. How many clients could you take this month and do a great job without the wheels falling off or you dying?
There's a number, right? It could be five, it could be 10, it could be 20, or it could be 30. And so I want you to start using a cap to your supply as a lever in your marketing and a lever in your sales.
So let's say you could take 20 clients. Okay, cool. have you signed 20 clients consistently?
No. Okay. So let's not say there's only 20 spots because you're already struggling to fill eight or 10.
What I want you to do is go, how many am I signing on average a month right now? And let's make our cap closer to that number than that we could take this number. Let me give you some really simple maths.
What I like to do is let's say on average, you've been getting like 10 new clients a month, just round numbers. Next month, drop that 10, take 20 % off. So you can take eight clients this month.
It sounds like a step back. but an amazing thing is going to happen. If you're consistently getting 10 and you say there's only eight spots and they're filling faster than they actually fill up, for the very first time in your life, you'll have experienced abundance.
Like we are sold out. We've won this game and we're not constantly chasing anymore. I had this many spots and people are desperate to get in and we had to turn people away.
It does incredible things for your confidence and it tells the market that this cat is in demand. So you've set your first number. It was eight.
Cool. What happens next month? Well, that depends on you.
If it sells that easy, we can ratchet it up. If you're super busy and you're away and you're like on holidays or whatever, maybe it's four. It's your game.
You can do what you want. The thing that's going to make this work is what's the invitation we actually make to people. And that is what comes next.
So I want you to imagine you and your perfect client, your by van prospect are in a room together. It's a room just like this. And there's a table in between you guys.
There's two chairs and there's nothing else going on. It's silent. I don't know why, but for some reason in this scenario, neither of you is allowed to talk.
Okay? There are potential clients who come to you and you're a coach with some solutions. But the way this game works is like this.
You have to take your offer. Like, what does it look like to work with you? How much is it?
And what do I get? And all the stuff. And write it on a sheet of paper.
And then silently slide it across the table towards them. And they'll pick it up. And they'll read it.
And they're not allowed to say yes or no or ask questions. They're just allowed to either nod. I'm in.
Let's do this. Or I'll pass. If you write down your current offer and you slip it across the table and they read it, do you reckon they'd be in or would they be out?
This is what we call the silent offer. And whether you're selling with a doc like we do, like a simple one or two page writer, or you're selling on a call, the most important thing you have to have is a really clear offer that can answer five core questions to get people off the vents and saying yes, assuming they're the right person for you.
So let's talk about your offer. Remember in the last video, we drew out this thing called the system and we walked you through the brand width side of things, and these had little question marks on them.
That's what we're going to do right now. This little piece, this diamond, the silent offer diamond, these are the five core elements of an incredible offer. Down below, you'll get not only the download of the system, but also an offer diamond so you can help work out yours.
There's five things that every great offer has. And if you have them, your life gets easy and the right prospects say yes. And if you don't, or it's unclear, they say no.
If you're selling on a dock like us, obviously the thing's got to be self -contained. But even if you're not, We get all of our clients to build an offer diamond and write an offer doc as if all they were allowed to do was this.
Because it gets you probably the first time ever incredibly clear about exactly what they get and exactly how it works and who it's for and who it's not for. It's epic for you, even if you've been selling for decades. And if you do have somebody else doing calls for you, this is the first tool you give them.
So when you present an offer, there's two forces at work that'll make someone say yes or someone say no. On the yes side in green, this is the reward. Like, what do I get?
And obviously we want to make sure that the reward is really, really clear. And on the other side is the risk.
If something is not clear or it doesn't feel safe, I'm not going to take action. Sales is a confidence game. And I don't mean you've got to sell it confidently.
I mean, the job of your offer is to give people the confidence that if they take the next step with you, they're going to get what they want. And so this diamond has two core elements. On the reward side, two on the risk side and one at the bottom, urgency and scarcity, like we just touched on.
It's going to take someone from, this is really, really good, but maybe later to, oh, this is really good and I'm going to do it now. The very first thing in your offer needs is a really clear promise. If I do this, what's the result I get?
Like what happens first? What happens then? What happens after that?
Just a really clear picture of the result. There's this energy drink in America. I've never drunk it, but it's got the best name of all time.
It's called Five Hour Energy. It says on the tin what it does. That's what yours needs to do.
Then the next piece up here, it's not the big needle mover promises. The next one is bonuses.
What are you going to give me that's going to make it better, faster, and easier for me to get the results? Don't just throw shit at it. What can we add that makes their job easier, helps them get better results, or helps them accelerate the journey?
On the other side, well, what if I do all the stuff and I took the promise and it doesn't work for me? Well, there's an element of risk. And so what we want is some kind of risk reversal guarantee.
And it could be, this will happen for you if you do this stuff, or I'll refund your money. We're really answering the question. And if it doesn't work, I will, right?
I'll give you your money back. I'll work with you for free until it does. Or it might be, there's no guarantees.
Just want to be super clear about what the policy is. Ideally, if we don't have more demand than supply, let's make it easy for people to say yes. up here, payment plan.
They could be upfront, maybe it's monthly, maybe it's weekly. Just give them some options so that it's easy to say yes. At the bottom of the diamond, right here at the base, on the tipping point is the thing that can make the difference between yes now or maybe later is scarcity, limited number, the cap we talked about just before, or urgency, limited time, like it's available for the next 24 hours or until Friday.
These are little forces we can use to help make sure that there's more demand. because there's limited supply. This is what goes into a great offer.
If we take this and we put it into an offer doc, now we've got something worthy of sliding across a prospect's table that they can have a read of and go, okay, I get it and I'm in. Clear, compelling are the two major forces. Most people say no to coaching, either because they don't get it, it was unclear, or they get it, but they don't want it, it wasn't compelling.
So if you're not getting the clients you want, these are the five levers we can pull. to get the outcome we're after. Okay, important distinction.
If you're under a million dollars a year, you should have one product. That's the thing that you sell. Like for example, for me, my core product is called Black Belt.
But that doesn't mean I can't package and position it differently each month if I want to. That's the offer. One product positioned different ways.
So this diamond, if you hold the diamond up to the light and then you slowly shift it, the light hits it differently and I'm shining the light on different facets of my offer. That's what you get to do if you want to. If you're ADHD like me, It also keeps it kind of fun and exciting without messing with anything backstage.
Most coaches create way too many products when really they need one product and position it with a few different offers over time. So we've talked about the offer with this little diamond here. These two boxes are the two main ways that people like us sell our stuff.
The vast majority of our industry sells their coaching programs on calls. That's like whether you're taking the calls or the sales team, that's what we're taught to do. And it's the prevailing thing in the industry for a good reason.
Like it actually works, but it's not the only way. And so today, more than anything else, I want to give you options and permission to do the thing that works best for you. Because the other cool way is just by taking that silent offer and just sliding it across the page to people.
This friend who's been doing this for ages and preaching the gospel of this for ages, and then heard me and a couple of buddies talking about how great this doc thing was. And he was terrified. So he got on a call with me, messaged a friend, called another friend.
It's like, hey man, here's an example. do it like this. And he just did.
And now his mind is blown. All of a sudden he's experienced it. And he's got a whole bunch of different options for the next year or two or three of his business.
You don't have to be stuck here. You've got options. But to be honest, making that transition is kind of scary.
So we've just nailed your offer. How do we sell it? We've got two options.
There's calls the way almost everybody does it. And there's just by sliding the silent offer over to people in a dock. To be honest, I've been doing this for ages to sell.
low -priced stuff, like $1 ,000, $2 ,000 programs. Some reason I had in my head that it didn't work for expensive stuff, even though I had clients and friends successfully do it. I desperately wanted to do this thing, but I was super scared about it.
But I just want to give you options. Let me tell you what happened for me. So I'd sold low -priced stuff by Doc for years, but never for high -priced stuff.
And honestly, I wanted to do it, but I had some concerns. The number one one was like, if a salesperson is not there to filter, Who gets into my community?
And people would just buy it. Does it let the wrong people in? Number two, could I sell a high -priced program at the kind of volume that I wanted without the doc?
Because I knew that sales calls converted at a certain percentage. Would they pay? And would there be enough?
And then third, I had a team to think about, some of whom I worked with for a long, long time. So it took a while. It wasn't instant.
But after a couple of iterations, we went. All the way with salesless to the point where now there's nobody on the sales team. There's no setters or chatters or closers or nobody.
The brand with this working and this salesless offer, people just read it and they check out and it's changed my life. Now to the point where demand is so far in advance of supply that we sold out in three hours and 29 minutes yesterday for a whole month. And I'm taking bookings for two months out.
The point of that isn't like Taki's a legend. because we both know that's true. The real point is that you've got options and that if you've been stuck here and you'd like to try this, you have full permission to do it.
And when you get on the other side, you'll be pleasantly surprised at how easy and effortless it was for you and how great a buying experience it was for your clients. So we covered a ton of ground and at its core, it really comes down to one decision. Do you want to be stuck chasing the money or do you want to be in a position to choose your squad?
This has been super fun. Is it a marketing conversation? Is it a sales conversation?
Yes. is both because they're just two ends of the same process thanks for watching i'll see in the next one
The Hook
The bait, then the rug-pull.
Every coach has heard 'dream client'. Taki Moore says it only becomes real when you set up the business to attract them, then shows how marketing, a supply cap, and a silent offer let you choose who gets in.
Named ideas worth stealing.
11:14model
The Silent Offer Diamond
- Promise
- Bonuses
- Risk reversal guarantee
- Payment plan
- Scarcity or urgency
Five elements of an offer: two on the reward side, two on the risk side, and one at the base to push a maybe into a yes.
Steal forany coaching or service offer page
01:58concept
Batteries included, value adding
- Batteries included (energy)
- Value adding (net addition to the squad)
A two-part filter for deciding who you want to work with.
Steal forclient intake and application screening
08:18model
Cap your supply
- Find your monthly average signings
- Cut about 20%
- Announce that number as spots
- Ratchet up or down next month
A simple calculation that turns your real capacity into scarcity that fills.
Steal formonthly enrollment promotions
Visual structure at a glance.
