The Opportunity Switch

In his book Expert Secrets, Russell Brunson talks about the difference between an "improvement" offer and a "new opportunity." An improvement offer is when you help someone do what they're already doing, but do it better. A new opportunity is when you help someone pivot from one path to a better one.

Can you guess which one is more desirable to most people?

The problem with improvement is that it's a lot of work. To improve at a skill by 10% might take someone weeks or months. Because of the implied effort, time, and sacrifice, an improvement offer isn't perceived as a “must-have.” 

A new opportunity, on the other hand, offers the promise of an immediate reward, the reward of dropping a less-desirable process and replacing it with something more exciting. 

For example, let's say your client is someone who has a "high ticket" business model. An improvement offer would be helping them get better at implementing their current model, perhaps by making slight optimizations to their process. An "opportunity switch" would be giving them a brand new path to follow that offers benefits that their current path does not. 

For example, a new opportunity for high ticket business owners might be switching to a "high ticket recurring" model that takes away the downsides of the traditional model while offering benefits such as increased stability and peace of mind that comes from more stable cashflow.

Another example could be instead of helping someone grow their coaching business, help them stop coaching altogether and empty their calendar by selling passive digital products. 

Think, "What are people doing in their current situation that they would prefer not to do?"

Then present a new opportunity that takes the painful parts away and still offers the same or even greater benefits.