Section 5. Continuity offers. You can shear sheep for a lifetime, but you can only skin it once.

John, an early mentor. I've been a continuity guy my entire life. Personal fitness, then gyms,

then gym licensing, then supplements, then software, and now with Acquisition.com. Lots of stuff.

Needless to say, I'm a fan. Main reason. When you do continuity right, you get more customers

and to make more from them. Continuity offers provide ongoing value that customers make ongoing payments for until they cancel.

They boost the profit from every customer and give you one last thing to sell.

Continuity offers are awesome because you sell once, but get paid again and again.

Let me explain. Let's say you offer a thousand dollar thing to a hundred people and ten buy.

You make ten thousand dollars, ten times a thousand dollars. Now, let's say you offer a $1,000 thing to 100 people and 10 buy. You make $10,000, 10 times $1,000.

Now, let's say you offer the same thing to 100 people, but you make a $1,000 thing $50 a month instead. At $50, we can get 40 out of the 100 people to buy. And if you keep those people for 20 months, you still make $1,000 from your customer.

So you go from making $10,000 now and $0 over time to $2,000 still make $1,000 from every customer. So you go from making $10,000

now and $0 over time to $2,000 now and $40,000 over time. And as an added bonus, in the first example, if you only sold 10 customers, you'd only have 10 customers to upsell later. If you used a continuity offer and sold 40 customers, you'd have four times the customers to upsell later. A massive difference.

This illustrates the pros and cons of continuity. You can attract more customers compared to something more expensive, but you make way less money now. That makes it tough to use an attraction offer on

its own. Even if you have more money-making potential tomorrow, continuity attraction offers

leave you strap for cash today. By making continuity offers last, we get the best of all worlds. We get cash today from attraction offers, upsell offers, upsell offers, up, sell offers, upsells, upsell, upsell, upsell, upsell, upsell, upsell, upsell, upsell, upsell, upsell, upsell, up, sell, upsell, offer, and re-engage all customers. Also, only some stuff makes sense for a continuity offer. It's silly for someone to pay for a one-day workshop, forever. It makes sense for them to pay until they cover the cost, and that makes it a payment plan. At the same time, you probably make a mistake to offer a single price, even a big price, to provide a service forever. If your customers get ongoing value, it probably

makes sense for them to make ongoing payments. The three continuity offers. All offers depend on

getting customers to buy it, but continuity offers depend on getting customers to keep buying.

I get them to do both by combining bonuses, discounts, and fees. Offer 1, continuity, bonus offers.

Offer 2, continuity, discount offers. Offer three, the waived fee offer. Now that we've got that covered, you can't get customers to stick to your continuity unless they've started. So, let's start there. Free gift. Continuity and continuity offers training. Almost every business I've built has been driven by continuity. It's a snowball that grows and grows. I made a video for you that outlines more training on the topic. You can watch it free without giving your email at acquisitions.com for slash training, forward slash money. Continuity bonus offers. If you like this, you're going to love what I have next. Fall 2019. I taught gym owners how to sell six-week challenges, and they were making money hand over a fist. But some of them weren't that good at converting people into continuity after the challenge. Then out of the blue, I saw a gym that used to struggle posting numbers way higher than some of our best performers. Naturally, I investigated. Dude, your numbers are insane. How do you get so many members? I asked. I'm not really doing the six-week challenge, he said. Wait, what do you mean? You're marketing six-week challenges, though, right? Yeah, but I offer them something else when they come in. Okay, help me understand. So we go through the normal pitch, we explain the price, yada, yada. As soon as they say they're interested, we ask if they want to get it for free. Of course, they say yes. then I tell them that if they become a member, we'll make it free, which they love. And on top of that, if they become members, they also get member exclusive bonuses. Members get better class times, attaining booth, VIP events, all sort of cool stuff. It converts like crazy. Last, we upsell a discount of prepay membership. How's that go? I asked. Well, for anyone who joins, we immediately say, want to see if even more money? They lean in.

We offer a prepaid discount and bonus for six months of membership. This is awesome. Does anyone even take the original challenge offer anymore? Some do, sure. Can't be mad about more upfront cash, he said. I dig it. Break down some of your numbers, would you? He continued. Before, we'd get 34 out of

100 to sign up for the challenge. Then, a few weeks later, we convert half, 17, to stay. Now, we only get

like 15 to sign up for the challenge, but we get 40 straight into continuity. And of those 40,

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