Continuity offer, lifetime upgrades. Get them to stick. Lost chapter, author note. This chapter

delineates lifetime versus one-time bonuses. I thought too many people would struggle to fit it into

their business, but if you have a continuity service, this model can be very effective.

June 2017, after launching 30-ish gyms by hand and getting absolutely crippled by payment processing problems,

crazy story, by the way, you can read all about that in $100 million leads. Leland and I had had

enough. We wanted to wind down gym launch and do a weight loss offer instead. But that meant I had

lots of gyms to break the news to. And when I called up the first gym to cancel his launch, he refused. After some back and forth, he asked if I would just teach him instead of flying out to do the launch. I agreed. Jim lunch was saved and just like that, I stumbled on Jim launch licensing offer, which we still used to this day. So instead of flying out, I provided our already proven gym launching stuff. Think ads, scripts, sales training,

follow-up tactics, and so on. And I licensed it all for $16,000. The stuff worked.

Jim's using our materials made on average $30,000, almost twice what their investment was

in the first 30 days. For the average gym owner, that was life-changing, but I still had a looming

problem. Even though the product was expensive and worked, I could only sell each customer at once. So after I sold it, that was it. A problem if you want to reinvest in growth and pay yourself. My preference, I like getting paid. So to solve it, I had to sell something else. A continuity product fit the bill. Even if I used all the cash from the first purchase to get more customers, the continuity offer would keep money coming in. But I didn't have a continuity product. Boo. Then I had a stroke of luck. A gym reached out and gave me a perfect opportunity. Hey man, how are you? I'm in. Uh, what? Seriously. On your next thing. I've already made 55K in the last six weeks.

It's a 340% return.

So if your next thing is half as good as this, let me just buy it yesterday.

So how's your semi-private training going?

We actually don't have any, he replied.

How much do you make on supplements?

Zero, we don't have those either.

Feeling confident now.

What about churn, hiring, internal plays. You got those sorted? Uh, not really. His confidence dropping. When coming out of his sales. Time for the offer. I see. So do you want to get out of the daily grind and actually scale a legit chain of gyms? He puffed back. Dude, that sounds awesome. Like I said, where have you got him in? Downselling the upsell. All right, it's way higher price and you got to stay longer. Cool? I think so, he said, getting a bit shaky. It's punching numbers

into my calculator. $42,000 a year for three years. He sat there, silent. Shoot, throw in the bonus.

On top of that, you'll get access before you start pay. Cool? Taking out his own calculator. He looked shocked. Then spirked. Alex, there's $3,200 a month. That's

20% cheaper than gym launch. Yeah, you got a deal. What do I get first? Oh, boy. Well,

...