You may have heard the following story, because I’ve shared it before in these emails, but it’s worth repeating:
A business owner, an info marketer who sells marketing advice to martial arts schools, is in the red. He’s making a million a year, but he’s spending a million five — on ads, on employees, on fulfillment.
What to do? He has tried everything, and he’s still bleeding cash.
The business owner somehow manages to get in front of Jay Abraham, the “75 Billion Dollar Man,” a business coach who has mentored the likes of Tony Robbins and Dave Asprey and Ramit Sethi.
Over the course of a morning, Jay Abraham grills the business owner on all aspects of his operation. Jay makes one suggestion after another. But the business owner has tried it all already! It didn’t fix his problem!
Finally, after suggestion #1,001 has been shot down, Jay Abraham has had enough. “If you’re so fucking smart, you figure it out!” he says and storms out of the room. The business owner is left stunned.
A few moments pass. Jay Abraham comes back into the room, looking calmer and a bit apologetic.
“How much did you say you’re making?”
“A million a year.”
“And how much are you spending?”
“A million five.”
“How much would you want to make?”
“Two million would be great.”
“Ok,” says Jay Abraham. “That’s easy. Just double your prices.” And he walks out again.
That’s kind of the punchline of the story. Because the business owner, after shaking his head for a while and thinking what an ass Jay Abraham is, decides to actually take this advice. He doubles his prices, finds his market will tolerate them, and is suddenly and magically making a profit for the first time in forever.
The end.
So go and double your prices also! And let me know how it goes.
Maybe you are shaking your head right now, and thinking what an ass Bejako is.
Yes, “Just double your prices” can be a legit business strategy.
It can also be poor advice, for a few reasons:
1. You might need to update the offer along with the pricing. That can mean your positioning, your promise, and in some cases, your deliverables. (This was actually the case of the info publisher above, though the changes he had to make were small.)
2. You might have internal resistance to doubling your prices, and being told to do so can be useless. (Again, this was the case of the info publisher before. It took him several days to actually accept Jay Abraham’s advice as genuine. Many people never get there, because they aren’t as hard pressed as that guy was.)
3. Doubling your prices can be too little! You might be severely undercharging, and there might be people who would happily pay 5x or 10x for the same thing you’re offering now, if you would only ask.
4. Your current audience, or even your current market, might not support double your current prices, and you might need to get in front of different people first.
Which brings me to the Enterprise Clients workshop.
It shows copywriters and agency owners how to charge $15K-$100K for their current service by selling to “enterprise clients.”
Because you can put in the same effort you’re putting in now, or even less, and get paid 2x or 5x or 10x what you’re getting paid now, while working with better, nicer, more appreciative clients.
While increasing your price alone can have magic effects, you are likely to need some other things too, and this workshop will cover those.
This workshop, or actually series of workshops, is happening live on Zoom, from September 21 to 25, for an hour a day.
I’m telling you about it now, weeks in advance, because the early bird pricing is ending in a few days.
It’s only $97 if you act before the deadline. This is the last email I will personally send about this offer before then, because I have other things to talk about.
If you sell DFY services for clients, I figure it’s worth signing up for this workshop, seeing what they have to say, and then deciding whether or not it’s bullshit or whether it’s the transformation you’ve been waiting for years.
I myself bought it and signed up. So have a few of my readers after my email yesterday. Here’s what a couple of them wrote me about it:
“Bought this, looks interesting. We’re already aiming $100k+ per client, so any additional increase because of his approach will be worth a ton.”
“Now THIS offer is exactly perfect for me right now. Just about to launch an AI Agency. Couldn’t have been timed better. Got the VIP – no brainer. Thanks John!”
If you wanna charge more, work with better clients, and have a happier business: