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Section I: How We Got Here: The Ugly Truth, It is what begins the process…

- - - - “Do you want to know the secret to sales?”
        
        He looked at me soberly and said: “Make people an offer so good they
        would feel stupid saying no.”
        
        My mind began racing. I didn't have to be skilled . . . or even any good. I just had to come up with things that anyone would say yes to.
        
        The greatest game of my life had begun.
  - - - Something clicks when they realize the horrible trade they (and so many people) make ― trading their freedom for (falsely) perceived security.
        
        Their discomfort compounds. And once the discomfort of staying the same surpasses the discomfort of change, they take the leap. I’m going to be an entrepreneur so I can be free.
        
        Free to do whatever I want, whenever I want, with whomever I want.
    - - And some just said, “F*CK IT. I’m doing it. I’ll make it work.” And made it work they did.
        
        Most of us open up shop with the intention of helping people in some way
        
        . Many times, this assistance is in some way related to something that’s affected us personally.
        
        We set out to “give back” by providing value to others by helping them solve a problem that once plagued us.
        
        Then again, sometimes this isn’t our way in. In either case, we cling to the dream of making more and being freer than we are now.
    - - Somehow, in the transition between “passionate to help others” and “owning my first business,” we gradually realized that we don’t even know the first thing about business, let alone turning a profit.
        
        We may know a lot about our passion, about why we started the business, but that doesn’t mean we know anything about succeeding in business.
        
        Succeeding in business means getting prospective customers to trade us money for our services.
        
        Our passion for their hard-earned coins. That’s the agreement.
        
        The only way to facilitate that exchange, to transact, to literally carry out business as a business is by making the prospect an offer.
    - - The only way to conduct business is through a value exchange, a trade
        of dollars for value.
        
        The offer is what initiates this trade.
        
        In a nutshell, the offer is the goods and services you agree to give or provide, how you accept payment, and the terms of the agreement.
    - - It is far better to have understood why you failed than to be
        ignorant of why you succeeded.
    - - Although you can make the list of problems you face a mile long, which is a great way to stress yourself out, all these problems typically stem from two big kahunas:
        
        Not enough clients (Traffic)
        
        $100M Leads & NEPQ
        
        Not enough cash (Offer)
        
        Seems obvious, right?
        
        It costs more money and time to get more clients, thereby solving issue one,
        
        And that money is coming from the profit margins, which creates problem two!
    - - This, of course, when “winning” means getting to work more for even less (sad face).
        
        Let’s say you’ve slashed prices to get more customers. You may even have a full client load.
        
        But here you are, barely making it because profit margins are too thin.
        
        “Competition” becomes a race to the bottom.
    - - Then I’m going to show you the solutions. And I’ll explain how to enhance value to maximize how much you make per customer,
        
        So that you can outmarket everyone and stack cash.
        
        We use this offer model for every niche we work with
        
        I’ve made my money doing this stuff, not teaching how to do this stuff, contrary to most of the marketing community at large
        
        So my model is different (I’ll explain more in a second).
        
        “never memorize anything you can look up.”
        
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        Acquisition.com model
        
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    - - Section I: How We Got Here: The Ugly Truth (You Just Finished It)
        
        Section II: Pricing: How To Charge Lots of Money For Stuff
        
        Section III: Value: Create Your Offer: How To Make Something So Good People Line Up To Buy
        
        Section IV: Enhancing Your Offer: How To Make Your Offer So Good They Feel Stupid Saying No
        
        Section V: Next Steps: How To Make This Happen In The Real World
        
        Section II: Pricing: How To Charge Lots of Money For Stuff
        
        Pricing: The Commodity Problem
        
        “Think different.”
        
        ”Grow or Die” is a core tenet at our companies.
        
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        Value-Driven vs. Price-Driven Purchases
        
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        How? It allows you to differentiate yourself from the marketplace.
        
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        Summary Points
        
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        Pricing: Finding The Right Market -- A Starving Crowd
        
        This chapter will focus on finding the correct market to apply our pricing strategies to.
        
        A grand slam offer given to the wrong audience will fall on deaf ears. We want to avoid that at all costs.
        
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        It’s one of the most important things to get right.
        
        If you could only have one advantage over your competitors . . . which would it be . . . ?
        
        “A starving crowd.”
        
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        At the end of the day, if there is a ton of demand for a solution
        
        You can be mediocre at business, have a terrible offer, and have no ability to persuade people, and you can still make money.
        
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        Aka The right market -- A growing market with a starving crowd--
        
        That being said, having a great market is an advantage.
        
        Every market I have been in has been a normal market. You just don't actually want to be selling ice to eskimos.
        
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        But you can be in a normal market that’s growing at an average rate and still make crazy money
        
        Making This Real
        
        There are three main markets that will always exist:
        
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        That is the idea. Think about what you are good at in regards to health, wealth, and relationships.
        
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        You’ll likely be in a “normal” market. And that’s totally okay.
        
        There is a fortune to be made within normal markets.
        
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        Commit to the Niche
        
        I have a saying when coaching entrepreneurs on picking their market “Don’t make me niche slap you.”
        
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        Riches Are In The Niches
        
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        Summary Points
        
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        Pricing: Charge What It’s Worth
- - - - Leading up to this moment, I had sold five of my six gyms. The funds from selling them, my life’s work, I had put into an account I had with a new partner.
        
        This money was supposed to be the seed money for our new company. I was finally going to realize some level of success.
        
        But the money from selling all of my gyms was gone. I checked where the money went. To my “partner.” He had taken all the money out. Fuck.
        
        The last four years of my life had vanished that fast. I officially had nothing, and even less to show for it. No gyms. No equipment. No employees. Nothing. I felt dead inside.
        
        So I did the only thing I knew. I sold. My salesman had done $120,000 in a single month, and I owed him a $22,000 commission check.
        
        The problem was the $120,000 never came bc my payment processor its keeping it all due to suspicious activity. Leaving me with only $1,036 after paying my salesman
        
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  - - - I owed my salesman a $22,000 commission check for $120,000 in sales I never got.
        
        Without wanting to give myself the opportunity to think about it, I wired it to him. -$22,000 Payment Successful.
        
        Balance $1,036. Fuck