First things first... This isn't a group about selling stuff to the highest bidder. That's part of it. But if you hang around here long enough, you're gunna start looking at auctions VERY differently. Because a properly run auction can do something most marketing campaigns absolutely suck at doing: It gets your buyers to raise their damn hands. Not by filling out a form. Not by downloading another PDF. Not by clicking a button that says "I'm interested." They pull out their wallets and say "I want your stuff". And that changes everything. Someone bidding $500... $2,000... $5,000... $10,000... ...is telling you something about what they want, how badly they want it, and what they may be willing to spend to get the outcome they're after. That's buyer intent. And we're going to talk about it A LOT in here. HERE ARE A FEW THINGS I WANT BURNED INTO YOUR BRAIN: 1. THE WINNING BID ISN'T WHERE THE MONEY IS. This is probably the biggest mental shift you'll make in this group. Most people look at an auction and think: "How much did the winning bidder pay?" I look at everybody else. Because every serious bidder just identified themselves as somebody who WANTED THE THING. They just didn't win. Those aren't "losers." Those are READY-TO-BUY-NOW leads. And what happens AFTER the auction can be worth considerably more than the winning bid itself. We'll spend a LOT of time talking about that. 2. WE DON'T AUCTION "STUFF." WE AUCTION OUTCOMES. A coaching call has a price. A course has a price. A consulting day has a price. But... What happens if we build something around a transformation they already desperately want? Now we're playing a different game. One of the biggest things you'll learn here is how to identify what your market is already PRE-SOLD on changing... ...and then build what I call a Hero Package around that outcome. The more difficult your package is to price-shop... The more interesting the auction gets. 3. THE AUCTION IS A SHOW. This one is HUGE.

Before we get into what to auction, how to build the offer, where to start the bidding, or how to run the room... There's one thing you MUST understand first. And if you only ever take one thing from this group, make it this one: THE WINNING BID IS NOT WHERE THE MONEY IS. I know that doesn't make sense. You've seen tons of auctions, like Ebay and whetever. But let me give you an example with an auction a friend of mine ran. He had a vault of old recordings sitting in a Wistia account. Trainings he'd already done. Not making him a dime. So he auctioned off lifetime access to the whole vault. Winning bid? $3,000. Not bad for some "Old dusty" stuff he hadn't touched in years. But here's the thing about auctions that people don't see... A bunch of people bid on his vault and didn't win. Why should we care about those guys? Because think about what those people had just done. THEY OFFERED MONEY for his stuff. Maybe one of them bid $500. Another $1,000. Another $1,500. Doesn't matter what the number was. Every one of them raised a hand, in public, with their name attached to it, and said "I want this." So after the auction ended, he went back to the people who "lost" and offered them one-year access for a thousand bucks. And guess what... 10 of the "losers" took him up on it! Another $10,000 from the people who DIDN'T win. Sit with that for a second. The auction made $3,000... The people who LOST made him another $10,000. More than THREE TIMES the money he made from the winning bidder. Thirteen grand. Off files he'd nearly forgotten he owned. Most people would think "holy crap, I just made $3,000 selling a bunch of old courses I haven't even thought about in years... that was awesome"!! And they'd be done with it. They'd just write off the "ones who didn't win" And that's the first thing I want to burn into your brain. We're not just using auctions to "sell stuff." We're using auctions to FIND BUYERS. An auction gets people to reveal two things at the same time:

Most people look at an auction and see bids. I see a list of people raising their hands and telling me: “I want this.” And more importantly... They're telling me HOW BADLY they want it. Think about the difference between these two people: One person likes your post (maybe even comments). Another person bids $3,500 on your offer. Those are NOT the same lead. The person who liked the post might think your offer is interesting. They might even want it. But the person who bid $3,500 not only told you they wanted it, they just told you: “I was willing to give you $3,500 to get this outcome.” That's buyer intent. And an auction measures it in DOLLARS. Let's say you're auctioning a package and the bidding goes like this: Sarah: $500 Mike: $750 Sarah: $1,000 Chris: $1,500 Mike: $2,000 Chris: $2,500 Sarah: $3,000 Chris: $3,500 Chris wins. Cool. You made $3,500. But look at what else just happened. Sarah told you she's willing to spend $3,000 solving this problem. Mike told you he's willing to spend $2,000. Those aren't cold leads. Those aren't people who downloaded a PDF six months ago. Those aren't people who clicked an ad. Those are BUYERS who literally tried to give you money. Buyers ready to spend NOW. They just happened to "not win". That's why I keep saying: An auction isn't just a way to sell something. It's a buyer-intent machine. And there's another layer to this: While the AMOUNT someone bids tells you something... Their BEHAVIOUR during the auction tells you even more. Who jumped in immediately? Who kept coming back? Who disappeared when the price crossed $1,000? Who fought like hell until $3,000? Who asked questions? Who suddenly jumped in after you added a particular bonus? Who said: "Dammit... I'm out." That is invaluable information. Because now you're not GUESSING what your market wants. You're watching them demonstrate it with their wallet. With their actions. This is one of the reasons I love auctions compared to surveys.