1 00:00:00,666 --> 00:00:02,041 We've all had that moment, you know, 2 00:00:02,041 --> 00:00:03,833 where you share the price of your program 3 00:00:03,833 --> 00:00:05,875 and right away you can feel the 4 00:00:05,875 --> 00:00:06,916 resistance, the 5 00:00:06,916 --> 00:00:09,250 pushback, the all think about it. 6 00:00:09,625 --> 00:00:12,541 Now you're defending the number now and 7 00:00:12,541 --> 00:00:13,791 you're explaining it and you're 8 00:00:13,791 --> 00:00:16,958 justifying it and all of that is tiring 9 00:00:16,958 --> 00:00:18,958 because all you want is for people to 10 00:00:18,958 --> 00:00:21,041 just understand the value of what you 11 00:00:21,041 --> 00:00:23,250 have to see it for what it is. 12 00:00:23,250 --> 00:00:24,375 It's a really good deal. 13 00:00:25,416 --> 00:00:26,958 So there I was in Italy with my family 14 00:00:26,958 --> 00:00:29,125 and we walked into a little leather shop 15 00:00:29,125 --> 00:00:33,125 and in this shop price never came up and 16 00:00:33,125 --> 00:00:35,125 we've been in shop after shop all day. 17 00:00:35,375 --> 00:00:37,500 Every single one price was the only thing 18 00:00:37,500 --> 00:00:39,708 that my wife and daughter looked at the 19 00:00:39,708 --> 00:00:41,375 tag, the number that was 20 00:00:41,375 --> 00:00:42,625 the whole conversation. 21 00:00:43,333 --> 00:00:45,000 But in this shop, it would things were 22 00:00:45,000 --> 00:00:47,208 different and we walked out having bought 23 00:00:47,208 --> 00:00:48,833 three handbags and a wallet. 24 00:00:48,875 --> 00:00:50,875 So what was the difference? 25 00:00:51,291 --> 00:00:52,125 That's what we're 26 00:00:52,125 --> 00:00:53,000 going to get into today. 27 00:00:53,208 --> 00:00:54,000 And if you've ever 28 00:01:40,125 --> 00:01:41,041 not cheap stuff. 29 00:01:41,041 --> 00:01:42,791 This is the kind of place where you look 30 00:01:42,791 --> 00:01:46,166 at a tag and your brain goes, nope, I'm 31 00:01:46,166 --> 00:01:48,708 in Italy and I am there with my wife. 32 00:01:48,750 --> 00:01:51,958 My two kids and my parents. 33 00:01:52,291 --> 00:01:54,250 And it is one of those trips that we have 34 00:01:54,250 --> 00:01:56,000 been planning for months and months and 35 00:01:56,000 --> 00:01:57,875 months and I'm excited about it. 36 00:01:58,208 --> 00:02:00,541 Now my daughter was excited because she 37 00:02:00,541 --> 00:02:02,416 had the chance to go shopping. 38 00:02:02,708 --> 00:02:03,541 She loves to shop. 39 00:02:04,083 --> 00:02:05,750 And so, of course, we're all out and 40 00:02:05,750 --> 00:02:07,416 about in Florence and we're looking 41 00:02:07,416 --> 00:02:09,416 around at all these different leather 42 00:02:09,416 --> 00:02:11,583 shops and bags and so forth. 43 00:02:12,125 --> 00:02:14,333 And this one particular leather shop we 44 00:02:14,333 --> 00:02:16,375 go in and right away, it's just, it just 45 00:02:16,375 --> 00:02:16,708 feels different, right? 46 00:02:16,750 --> 00:02:19,583 You've got that leather bag smell. 47 00:02:19,791 --> 00:02:20,708 You know what I'm talking about? 48 00:02:20,708 --> 00:02:22,625 It's like, I swear they have like a 49 00:02:22,625 --> 00:02:25,250 leather spray that they just spray around 50 00:02:25,250 --> 00:02:26,875 the store because it just smells so 51 00:02:26,875 --> 00:02:27,750 stinking good in there. 52 00:02:27,958 --> 00:02:31,083 We go in there and we are greeted right 53 00:02:31,083 --> 00:02:33,250 away by this gentleman and 54 00:02:33,250 --> 00:02:35,166 he is super friendly, smiling. 55 00:02:35,625 --> 00:02:37,416 He just starts asking questions where 56 00:02:37,416 --> 00:02:38,750 we're from, starts chatting 57 00:02:38,750 --> 00:02:40,791 about the store and so forth. 58 00:02:40,791 --> 00:02:42,708 But he didn't just help us and just 59 00:02:42,708 --> 00:02:44,125 didn't rush right into things. 60 00:02:44,125 --> 00:02:44,750 He didn't push. 61 00:02:45,166 --> 00:02:45,708 He just started talking. 62 00:02:45,750 --> 00:02:48,083 He started talking about the shop. 63 00:02:48,416 --> 00:02:49,833 He started talking about how they pick 64 00:02:49,833 --> 00:02:50,791 the leather for the 65 00:02:50,791 --> 00:02:51,916 items that they're making. 66 00:02:52,416 --> 00:02:54,333 He talks about who picks each piece. 67 00:02:54,750 --> 00:02:56,333 He talks about how long 68 00:02:56,333 --> 00:02:58,125 one bag takes to make. 69 00:02:58,791 --> 00:03:01,583 And something happened while he talked 70 00:03:01,583 --> 00:03:04,125 because we all just stopped looking at 71 00:03:04,125 --> 00:03:06,041 the price and we just started 72 00:03:06,041 --> 00:03:08,000 appreciating the things that we were 73 00:03:08,000 --> 00:03:09,166 holding in our hands. 74 00:03:09,833 --> 00:03:11,583 And by the time we got back to the 75 00:03:11,583 --> 00:03:12,708 number, it didn't feel expensive. 76 00:03:12,750 --> 00:03:15,958 In fact, it felt fair and it 77 00:03:15,958 --> 00:03:17,333 felt like it had been earned. 78 00:03:18,166 --> 00:03:21,750 And so the same people, my wife and 79 00:03:21,750 --> 00:03:24,208 daughter who had been price hunting all 80 00:03:24,208 --> 00:03:26,333 day here, they weren't. 81 00:03:26,833 --> 00:03:29,666 And we ended up buying three handbags and 82 00:03:29,666 --> 00:03:30,958 a wallet and the whole 83 00:03:30,958 --> 00:03:32,125 thing felt really good. 84 00:03:32,583 --> 00:03:33,750 And here's the bottom line. 85 00:03:34,083 --> 00:03:35,708 He didn't just sell us a bag. 86 00:03:36,041 --> 00:03:39,375 He sold us the story behind the bag and 87 00:03:39,375 --> 00:03:41,125 the story is what made 88 00:03:41,125 --> 00:03:43,208 the price feel small. 89 00:03:43,916 --> 00:03:45,208 Now you've heard me talk about 90 00:03:45,208 --> 00:03:47,250 stories on multiple episodes. 91 00:03:47,500 --> 00:03:50,666 I think back in episode 270, I talked 92 00:03:50,666 --> 00:03:52,958 about the power of story and I just 93 00:03:52,958 --> 00:03:56,416 experienced it again while in Italy. 94 00:03:56,750 --> 00:03:58,500 And there are some key lessons that I 95 00:03:58,500 --> 00:03:59,208 want to share with you 96 00:03:59,208 --> 00:04:01,416 because we all get price resistance. 97 00:04:01,750 --> 00:04:04,083 But story can melt that 98 00:04:04,083 --> 00:04:05,458 price resistance away. 99 00:04:06,208 --> 00:04:09,500 So lesson number one, price pushback is 100 00:04:09,500 --> 00:04:11,958 really, I don't get it yet. 101 00:04:12,583 --> 00:04:15,125 See, when someone box at your price, most 102 00:04:15,125 --> 00:04:16,250 of the time, they 103 00:04:16,250 --> 00:04:17,291 don't think it's too much. 104 00:04:17,583 --> 00:04:18,708 They just don't understand 105 00:04:18,708 --> 00:04:20,958 why it costs what it costs. 106 00:04:21,416 --> 00:04:22,750 It's like a menu where 107 00:04:22,750 --> 00:04:24,625 it says chicken 40 bucks. 108 00:04:25,291 --> 00:04:26,583 Well, that may make you 109 00:04:26,583 --> 00:04:27,708 stop and think about it. 110 00:04:28,041 --> 00:04:30,541 But if it says farm chicken from down the 111 00:04:30,541 --> 00:04:32,541 road, slow cooked for six 112 00:04:32,541 --> 00:04:34,916 hours and fresh herbs, $40. 113 00:04:35,833 --> 00:04:36,625 Well, now all of a 114 00:04:36,625 --> 00:04:37,916 sudden that has context. 115 00:04:38,375 --> 00:04:40,208 That price feels fair. 116 00:04:40,583 --> 00:04:41,583 It's the same chicken. 117 00:04:42,000 --> 00:04:43,000 It's just the story 118 00:04:43,000 --> 00:04:44,041 that carried the price. 119 00:04:44,625 --> 00:04:45,625 So how do you tell the story? 120 00:04:45,666 --> 00:04:48,416 Well, there are three simple things you 121 00:04:48,416 --> 00:04:49,541 can walk people through. 122 00:04:50,000 --> 00:04:51,291 And I encourage you to pick 123 00:04:51,291 --> 00:04:53,708 whatever one fits what you sell. 124 00:04:54,125 --> 00:04:55,583 So you could first start talking about 125 00:04:55,583 --> 00:04:57,708 what went into learning the 126 00:04:57,708 --> 00:04:58,875 things that you're sharing. 127 00:04:59,166 --> 00:05:00,791 The years you spent, the mistakes that 128 00:05:00,791 --> 00:05:03,333 you made, the mentors you paid, the stuff 129 00:05:03,333 --> 00:05:04,625 you had to figure out the 130 00:05:04,625 --> 00:05:06,708 hard way so they don't have to. 131 00:05:07,458 --> 00:05:09,666 Number two, you could go and talk about 132 00:05:09,666 --> 00:05:11,416 what went into making the 133 00:05:11,416 --> 00:05:12,625 thing that you are offering. 134 00:05:12,666 --> 00:05:14,875 The care that went into building the 135 00:05:14,875 --> 00:05:16,916 thing, the pieces you added, the things 136 00:05:16,916 --> 00:05:18,916 you tested, the things you threw out and 137 00:05:18,916 --> 00:05:20,875 rebuilt, the thought behind 138 00:05:20,875 --> 00:05:23,291 why it works the way it does. 139 00:05:23,791 --> 00:05:25,291 Or third, you could talk 140 00:05:25,291 --> 00:05:27,791 about what went into producing it. 141 00:05:28,041 --> 00:05:30,750 The hours, the hands that touched it, the 142 00:05:30,750 --> 00:05:33,375 steps most people never see, the parts 143 00:05:33,375 --> 00:05:35,083 that take longer because 144 00:05:35,083 --> 00:05:37,333 you refuse to cut the corner. 145 00:05:37,958 --> 00:05:39,041 A good example of this is 146 00:05:39,041 --> 00:05:40,541 my friend, Jason Gaynard. 147 00:05:40,666 --> 00:05:43,208 I mentioned that we had attended his book 148 00:05:43,208 --> 00:05:45,166 launch party and he walked through the 149 00:05:45,166 --> 00:05:48,000 whole process of how he 150 00:05:48,000 --> 00:05:50,291 created that particular book. 151 00:05:50,791 --> 00:05:52,250 And it was amazing because he talked 152 00:05:52,250 --> 00:05:55,416 about all the words and the chapters and 153 00:05:55,416 --> 00:05:57,750 the pages that just got thrown out and 154 00:05:57,750 --> 00:06:00,250 how the hours that went into trimming it 155 00:06:00,250 --> 00:06:01,833 and cutting it and editing it. 156 00:06:02,083 --> 00:06:05,166 And it just gave you a deeper sense of 157 00:06:05,166 --> 00:06:07,666 the value that that book brings. 158 00:06:08,708 --> 00:06:09,500 Does this all make sense? 159 00:06:09,666 --> 00:06:11,625 And when you're telling this story, one 160 00:06:11,625 --> 00:06:12,791 of the things I want you to realize is 161 00:06:12,791 --> 00:06:13,833 that you're not bragging. 162 00:06:14,333 --> 00:06:15,791 You're just letting them see 163 00:06:15,791 --> 00:06:18,125 the work behind your offer. 164 00:06:19,125 --> 00:06:19,833 Lesson number two, 165 00:06:20,666 --> 00:06:23,000 the story is the value. 166 00:06:23,416 --> 00:06:24,708 It's not a nice extra. 167 00:06:25,416 --> 00:06:27,583 See, more often than not, we treat the 168 00:06:27,583 --> 00:06:29,666 story like a decoration, like something 169 00:06:29,666 --> 00:06:30,666 that you just tack on 170 00:06:30,666 --> 00:06:32,208 the end if there's time. 171 00:06:32,708 --> 00:06:34,666 And that, my friend, is what's completely 172 00:06:34,666 --> 00:06:37,458 backwards because it's the story of how 173 00:06:37,458 --> 00:06:39,291 people come to understand what they're 174 00:06:39,291 --> 00:06:41,541 paying for, the hours, the care, the 175 00:06:41,541 --> 00:06:42,916 choices that nobody sees. 176 00:06:43,625 --> 00:06:46,041 And there's a famous marketing example 177 00:06:46,041 --> 00:06:47,750 that is shared by Jay 178 00:06:47,750 --> 00:06:49,458 Abraham and he loves to tell this. 179 00:06:49,708 --> 00:06:51,583 And it goes back to a man named Claude 180 00:06:51,583 --> 00:06:52,541 Hopkins, one of the 181 00:06:52,541 --> 00:06:54,125 great early ad writers. 182 00:06:54,583 --> 00:06:56,291 And there was a beer company that hired 183 00:06:56,291 --> 00:06:59,208 him called Schlitz and they were stuck at 184 00:06:59,208 --> 00:07:01,041 number five in the market. 185 00:07:01,041 --> 00:07:01,750 And they just weren't 186 00:07:01,750 --> 00:07:03,208 selling like they should be. 187 00:07:03,666 --> 00:07:05,791 So Hopkins walked through their brewery 188 00:07:05,791 --> 00:07:08,500 and he saw everything that went into 189 00:07:08,500 --> 00:07:11,000 making the beer, the deep wells that they 190 00:07:11,000 --> 00:07:13,208 drilled for clean water, the bottles 191 00:07:13,208 --> 00:07:15,583 cleaned again and again, the testing to 192 00:07:15,583 --> 00:07:17,041 get the taste just right. 193 00:07:17,291 --> 00:07:19,041 And here's the thing, every 194 00:07:19,041 --> 00:07:20,666 beer company was doing this. 195 00:07:20,666 --> 00:07:21,541 It was normal in the 196 00:07:21,541 --> 00:07:24,125 industry, but nobody talked about it. 197 00:07:24,125 --> 00:07:25,833 So the public had no idea. 198 00:07:26,125 --> 00:07:28,416 To a regular person, it was fascinating. 199 00:07:29,125 --> 00:07:31,041 So Hopkins did one simple thing. 200 00:07:31,666 --> 00:07:33,625 He started telling that story in the ads 201 00:07:33,625 --> 00:07:35,250 and he walked people through 202 00:07:35,250 --> 00:07:37,333 how the beer was actually made. 203 00:07:37,958 --> 00:07:40,166 Nothing about the beer changed, only the 204 00:07:40,166 --> 00:07:41,958 story that people heard. 205 00:07:42,500 --> 00:07:43,166 And guess what happened? 206 00:07:44,041 --> 00:07:46,333 Yeah, sales skyrocketed. 207 00:07:46,541 --> 00:07:48,666 That company went from number five all 208 00:07:48,666 --> 00:07:51,125 the way to number one, from the bottom of 209 00:07:51,125 --> 00:07:52,125 the pack to the top, 210 00:07:52,291 --> 00:07:53,500 Just by telling the story 211 00:07:53,500 --> 00:07:54,916 that was there the whole time. 212 00:07:55,458 --> 00:07:56,250 And here's what's wild. 213 00:07:56,875 --> 00:07:58,791 The work was always there. 214 00:07:59,166 --> 00:08:01,500 They just never told anyone about it. 215 00:08:01,500 --> 00:08:02,416 But the moment they 216 00:08:02,416 --> 00:08:04,458 did, everything changed. 217 00:08:05,208 --> 00:08:06,500 Now, here's the proof 218 00:08:06,500 --> 00:08:07,708 that it works long term. 219 00:08:08,291 --> 00:08:09,666 That leather shop in Italy 220 00:08:09,666 --> 00:08:10,958 that I was telling you about. 221 00:08:11,291 --> 00:08:13,250 Well, the more I talked to this 222 00:08:13,250 --> 00:08:15,541 gentleman, the more I discovered that it 223 00:08:15,541 --> 00:08:17,500 had been around for decades. 224 00:08:18,291 --> 00:08:21,041 Still busy, still packed with people. 225 00:08:21,291 --> 00:08:23,791 That's not luck because when you sell on 226 00:08:23,791 --> 00:08:25,875 story and craft, you 227 00:08:25,875 --> 00:08:27,333 don't just make one sale. 228 00:08:27,875 --> 00:08:29,833 You build something that lasts. 229 00:08:30,250 --> 00:08:31,833 And one more reason that story matters 230 00:08:31,833 --> 00:08:33,166 and most people miss this. 231 00:08:33,708 --> 00:08:35,083 The story doesn't just 232 00:08:35,083 --> 00:08:36,208 help you make the sale. 233 00:08:36,291 --> 00:08:39,958 It gives your buyer something to repeat 234 00:08:39,958 --> 00:08:41,541 and tell others about as well. 235 00:08:42,125 --> 00:08:43,583 So think about what happens after someone 236 00:08:43,583 --> 00:08:45,166 buys in the back of their mind. 237 00:08:45,291 --> 00:08:47,125 They need a way to feel good about it. 238 00:08:47,125 --> 00:08:49,041 They need a way to justify it, especially 239 00:08:49,041 --> 00:08:51,500 on something that isn't cheap. 240 00:08:52,083 --> 00:08:53,791 And when you've handed them the story, 241 00:08:54,166 --> 00:08:56,291 that job is done for them. 242 00:08:56,750 --> 00:08:58,375 Someone says, oh, nice bag. 243 00:08:58,375 --> 00:08:58,958 Where'd you get it? 244 00:08:59,333 --> 00:09:00,708 And instead of, oh, some 245 00:09:00,708 --> 00:09:02,625 shop in Italy, they light up. 246 00:09:02,625 --> 00:09:03,666 All of a sudden they 247 00:09:03,666 --> 00:09:04,250 start sharing the story. 248 00:09:04,291 --> 00:09:06,833 Oh, this place has been family run for 249 00:09:06,833 --> 00:09:08,708 decades and everything is handmade. 250 00:09:09,125 --> 00:09:10,583 The guy walked us into the back and 251 00:09:10,583 --> 00:09:11,416 showed us how they 252 00:09:11,416 --> 00:09:12,875 cut and sew every piece. 253 00:09:13,458 --> 00:09:15,500 Now they're not just showing off a bag. 254 00:09:16,083 --> 00:09:18,041 They are passing on the story. 255 00:09:18,625 --> 00:09:20,541 It's like giving someone a gift that 256 00:09:20,541 --> 00:09:23,000 comes with a great story attached. 257 00:09:23,375 --> 00:09:25,875 And so they don't just enjoy the gift. 258 00:09:25,875 --> 00:09:27,041 They can't wait to tell 259 00:09:27,041 --> 00:09:29,000 everyone about where it came from. 260 00:09:29,000 --> 00:09:31,250 And the story begins to travel with it. 261 00:09:31,791 --> 00:09:33,750 So when you tell your story, well, you're 262 00:09:33,750 --> 00:09:35,791 not just closing one person, you're 263 00:09:35,791 --> 00:09:37,375 handing them the words to 264 00:09:37,375 --> 00:09:39,000 bring you the next person. 265 00:09:39,666 --> 00:09:42,583 See, a plain rock is a rock, but hand 266 00:09:42,583 --> 00:09:45,166 someone a rock and say, this came from 267 00:09:45,166 --> 00:09:46,541 the top of the mountain that your 268 00:09:46,541 --> 00:09:47,750 grandfather climbed. 269 00:09:48,208 --> 00:09:50,583 And they won't put that rock down because 270 00:09:50,583 --> 00:09:52,041 nothing about the rock has changed. 271 00:09:52,291 --> 00:09:53,708 But the story does. 272 00:09:53,916 --> 00:09:55,541 The meaning does the 273 00:09:55,541 --> 00:09:56,791 purpose behind it does. 274 00:09:57,208 --> 00:09:58,750 don't hide your process. 275 00:09:59,041 --> 00:09:59,875 Don't assume that 276 00:09:59,875 --> 00:10:01,458 people would just get it. 277 00:10:01,666 --> 00:10:03,791 They won't unless you tell them. 278 00:10:04,458 --> 00:10:06,958 Lesson number three, tell the story 279 00:10:06,958 --> 00:10:09,083 before you get to the price. 280 00:10:10,291 --> 00:10:11,958 Now, I'll be honest, in the leather shop, 281 00:10:12,500 --> 00:10:14,250 price did come up right away. 282 00:10:14,291 --> 00:10:15,833 My wife and daughter had been looking at 283 00:10:15,833 --> 00:10:17,625 price all day, so it was on their minds. 284 00:10:18,166 --> 00:10:20,291 But here's how this man handled it. 285 00:10:20,500 --> 00:10:22,041 First thing, he just put us at ease. 286 00:10:22,041 --> 00:10:23,375 He said, listen, don't worry. 287 00:10:23,875 --> 00:10:25,916 He said he would take care of us and that 288 00:10:25,916 --> 00:10:27,208 we would get a good deal. 289 00:10:27,583 --> 00:10:28,333 Immediately, that just 290 00:10:28,333 --> 00:10:29,166 took the pressure off. 291 00:10:29,416 --> 00:10:30,416 Then he did something smart. 292 00:10:30,833 --> 00:10:31,666 He said, the more we 293 00:10:31,666 --> 00:10:33,625 buy, the better the deal. 294 00:10:34,166 --> 00:10:36,375 And then all of a sudden, guess who else 295 00:10:36,375 --> 00:10:37,791 was interested in getting a handbag? 296 00:10:38,125 --> 00:10:38,625 Yeah, my mom. 297 00:10:38,666 --> 00:10:43,000 So because he mentioned that, my mom now 298 00:10:43,000 --> 00:10:44,416 had an interest and started 299 00:10:44,416 --> 00:10:46,000 shopping for a bag of her own. 300 00:10:46,541 --> 00:10:47,708 And then right away, he 301 00:10:47,708 --> 00:10:49,125 went into another story. 302 00:10:49,125 --> 00:10:51,083 He started talking about the family 303 00:10:51,083 --> 00:10:52,500 business and how it had been in their 304 00:10:52,500 --> 00:10:53,791 family for decades and 305 00:10:53,791 --> 00:10:55,375 how everything was handmade. 306 00:10:55,666 --> 00:10:56,666 And as I said, he was 307 00:10:56,666 --> 00:10:57,666 showing us the leather. 308 00:10:57,666 --> 00:11:00,000 He was showing us how they decide on the 309 00:11:00,000 --> 00:11:02,166 interiors and the zippers and how they 310 00:11:02,166 --> 00:11:03,625 are crafted and all of these things. 311 00:11:03,666 --> 00:11:07,041 He used the whole thing as a chance to 312 00:11:07,041 --> 00:11:09,166 tell the story and show us the craft. 313 00:11:09,833 --> 00:11:12,666 So, yes, Price was a consideration, but 314 00:11:12,666 --> 00:11:14,500 he handled it fast and then he spent his 315 00:11:14,500 --> 00:11:15,708 energy on the story. 316 00:11:16,166 --> 00:11:17,083 And that's the order. 317 00:11:17,375 --> 00:11:18,083 Now, here's where I see 318 00:11:18,083 --> 00:11:19,291 where people get this wrong. 319 00:11:20,000 --> 00:11:23,000 I review a lot of sales pages for our 320 00:11:23,000 --> 00:11:25,416 membership and mastermind communities. 321 00:11:26,250 --> 00:11:28,708 And more often than not, I see people 322 00:11:28,708 --> 00:11:30,666 bury their story way at 323 00:11:30,666 --> 00:11:31,583 the bottom of the page. 324 00:11:31,875 --> 00:11:33,958 I'm talking about where they share who 325 00:11:33,958 --> 00:11:34,791 they are, how they 326 00:11:34,791 --> 00:11:35,541 came to make this offer. 327 00:11:35,583 --> 00:11:38,083 It's just stuck way down at the bottom 328 00:11:38,083 --> 00:11:39,000 like an afterthought. 329 00:11:39,750 --> 00:11:41,208 But knowing who's behind the 330 00:11:41,208 --> 00:11:43,041 thing we're buying, it matters. 331 00:11:43,500 --> 00:11:45,041 And it creates relatability. 332 00:11:45,333 --> 00:11:46,333 It creates connection. 333 00:11:46,750 --> 00:11:49,291 That's the story that deserves a real 334 00:11:49,291 --> 00:11:51,500 spot, not in the basement of your page. 335 00:11:52,125 --> 00:11:54,250 So to be clear, I'm not saying drop the 336 00:11:54,250 --> 00:11:55,875 outcome where we're talking about the 337 00:11:55,875 --> 00:11:58,541 transformation and how they feel and how 338 00:11:58,541 --> 00:11:59,583 their life gets better 339 00:11:59,583 --> 00:12:00,500 because of what you offer. 340 00:12:00,750 --> 00:12:01,875 All of that is important. 341 00:12:01,875 --> 00:12:02,541 You got to keep all of that. 342 00:12:02,583 --> 00:12:05,750 But just add the story of how it came to 343 00:12:05,750 --> 00:12:07,583 be because the story is 344 00:12:07,583 --> 00:12:09,250 what gives your offer context. 345 00:12:09,541 --> 00:12:10,583 It brings it to life. 346 00:12:10,916 --> 00:12:13,916 And at the same time, it quietly melts 347 00:12:13,916 --> 00:12:15,833 the price resistance away. 348 00:12:16,875 --> 00:12:18,375 Lesson number four, the 349 00:12:18,375 --> 00:12:20,541 sale doesn't end at the sale. 350 00:12:21,541 --> 00:12:23,875 Now, one more thing that this man did in 351 00:12:23,875 --> 00:12:25,750 the leather shop, and it was so simple. 352 00:12:26,083 --> 00:12:27,083 Right as we were finishing 353 00:12:27,083 --> 00:12:29,041 up, he asked for referrals. 354 00:12:29,041 --> 00:12:30,500 But watch how he did it. 355 00:12:30,583 --> 00:12:31,583 He didn't just say, 356 00:12:31,583 --> 00:12:32,458 hey, tell your friends. 357 00:12:32,708 --> 00:12:34,583 He said, when you have friends or family 358 00:12:34,583 --> 00:12:37,166 coming to Italy, send them to our shop 359 00:12:37,166 --> 00:12:39,458 and tell them to ask for Smiley. 360 00:12:39,875 --> 00:12:41,083 And I'll be sure to take care of them. 361 00:12:41,750 --> 00:12:42,791 Two things happened here. 362 00:12:43,416 --> 00:12:45,083 One, he gave us his name, Smiley. 363 00:12:45,416 --> 00:12:46,458 And now he's like a 364 00:12:46,458 --> 00:12:47,625 real person, not a store. 365 00:12:48,000 --> 00:12:48,916 And he made a promise. 366 00:12:48,958 --> 00:12:51,041 He said, I'll take care of them. 367 00:12:51,458 --> 00:12:53,416 So now when I send someone, I'm not just 368 00:12:53,416 --> 00:12:54,708 handing out an address. 369 00:12:54,958 --> 00:12:57,000 I'm handing off a relationship. 370 00:12:57,625 --> 00:12:59,083 It's like a friend telling you to go to 371 00:12:59,083 --> 00:13:00,333 this restaurant and ask for 372 00:13:00,333 --> 00:13:01,958 Tony and he'll hook you up. 373 00:13:02,291 --> 00:13:03,125 You don't just go. 374 00:13:03,375 --> 00:13:04,416 You go feeling like 375 00:13:04,416 --> 00:13:06,083 you already belong there. 376 00:13:06,791 --> 00:13:08,416 At the end of a happy sale, 377 00:13:08,958 --> 00:13:10,708 ask, but make it personal. 378 00:13:11,041 --> 00:13:11,833 Give them your name. 379 00:13:12,125 --> 00:13:13,541 Make a promise that you'll keep. 380 00:13:13,958 --> 00:13:15,791 That is how you keep a 381 00:13:15,791 --> 00:13:18,208 customer who becomes five. 382 00:13:19,375 --> 00:13:20,666 So here's what I want to 383 00:13:20,666 --> 00:13:21,791 encourage you to do this week. 384 00:13:22,291 --> 00:13:24,833 I want you to look at where you sell your 385 00:13:24,833 --> 00:13:26,541 sales page, webinar, wherever. 386 00:13:27,250 --> 00:13:30,125 Find the spot where you jump to price too 387 00:13:30,125 --> 00:13:32,291 fast or where your story 388 00:13:32,291 --> 00:13:33,500 is buried at the bottom. 389 00:13:33,875 --> 00:13:34,666 And I want to encourage 390 00:13:34,666 --> 00:13:36,125 you to move that story up. 391 00:13:36,375 --> 00:13:38,375 The craft, the care, the why. 392 00:13:38,833 --> 00:13:41,333 Because story matters and we need to be 393 00:13:41,333 --> 00:13:43,583 intentional about what we're sharing, 394 00:13:43,833 --> 00:13:44,875 when we're sharing it, 395 00:13:44,875 --> 00:13:47,083 and how we are sharing it. 396 00:13:47,083 --> 00:13:48,958 Because when you do it right, the price 397 00:13:48,958 --> 00:13:50,791 resistance just melts away. 398 00:13:50,833 --> 00:13:53,916 Now, next time, in the next episode, I'm 399 00:13:53,916 --> 00:13:56,208 going to share a strategy from one of my 400 00:13:56,208 --> 00:13:57,666 students, Tara Phillips, and 401 00:13:57,666 --> 00:13:59,625 what she is using right now. 402 00:13:59,875 --> 00:14:02,625 She is absolutely crushing it. 403 00:14:03,125 --> 00:14:04,291 And it's setting her up 404 00:14:04,291 --> 00:14:06,291 for her biggest launch yet. 405 00:14:06,750 --> 00:14:07,208 You're going to want to 406 00:14:07,208 --> 00:14:08,458 hear how she's doing it. 407 00:14:08,458 --> 00:14:10,208 So by the way, if you're not subscribed 408 00:14:10,208 --> 00:14:11,541 to the podcast, make 409 00:14:11,541 --> 00:14:13,458 sure you subscribe today. 410 00:14:14,333 --> 00:14:15,083 quick recap. 411 00:14:15,791 --> 00:14:17,500 Price pushback is usually 412 00:14:17,500 --> 00:14:19,000 quote, I don't get it yet. 413 00:14:19,583 --> 00:14:22,541 The story is the value, not an add on, 414 00:14:22,791 --> 00:14:23,416 and it gives your 415 00:14:23,416 --> 00:14:24,666 buyer something to repeat. 416 00:14:25,166 --> 00:14:28,125 So tell it early, put it in front, and do 417 00:14:28,125 --> 00:14:29,416 not bury it at the 418 00:14:29,416 --> 00:14:30,791 bottom of your sales page. 419 00:14:31,083 --> 00:14:32,333 And remember, the sale 420 00:14:32,333 --> 00:14:33,791 doesn't end at the end of the sale. 421 00:14:34,166 --> 00:14:35,166 So ask for the 422 00:14:35,166 --> 00:14:36,750 referral and make it personal. 423 00:14:37,791 --> 00:14:40,541 The less you talk about price, the less 424 00:14:40,541 --> 00:14:42,416 people fight you on it. 425 00:14:42,708 --> 00:14:44,750 Tell the story behind what you make. 426 00:14:45,166 --> 00:14:47,041 The price takes care of itself. 427 00:14:47,791 --> 00:14:48,416 All right, my friend, 428 00:14:48,416 --> 00:14:49,250 that's all for today.