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 You wanna double your sales?

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 And here's a crazy idea.

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 Try doubling your price.

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 Now I know that sounds backwards, but

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 stick with me, because what I'm

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 you, and let's go into today's episode.

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 So I wanna talk about a recent experiment

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 that we did that went phenomenally well.

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 We had a webinar that was doing okay, and

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 we were selling a $300 program, and the

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 focus of that program was to help people

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 make their first sale or welcome their

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 first paying member in their membership.

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 That's what we help people do.

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 We help people take their expertise and

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 turn it into recurring

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 revenue with a membership.

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 However, we kept hearing from beginners

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 that even a $300 price

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 point felt like too much.

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 Now the value was there.

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 When you can welcome your first paying

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 members in a membership, that is gonna

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 pay you every single month, and we showed

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 that, the value was there.

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 But yet, $300 still felt

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 like too much for this audience.

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 So we made a choice.

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 Instead of lowering our

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 price, we actually raised it.

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 We went from $300 to $3,000

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 and more than doubled our sales.

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 Let me just repeat that,

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 because it's kinda crazy.

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 We went from $300 to $3,000

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 and more than doubled our sales.

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 And instead of marketing to everyone who

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 might be interested in this program, we

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 got super specific about who it was for.

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 On our very first webinar with this new

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 approach, we more than

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 doubled our best sales day ever.

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 So let me show you how we did it.

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 So here's what's happening.

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 We had this $300 offer that was designed

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 to help people get

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 started with memberships.

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 And we were promoting it to anyone who

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 was interested in recurring revenue.

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 Now, as I'm saying that out loud, it's

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 just like, duh, I'm slapping my forehead.

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 I'm like, duh, the problem is that we

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 were trying to cater to everyone.

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 And the beginners were telling us that

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 $300 was too expensive.

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 And honestly, maybe they were right.

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 Not because the program wasn't valuable,

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 but because they

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 weren't ready for it yet.

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 So they needed

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 something completely different.

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 Now, here's what really got me thinking.

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 At the same time, we were also getting

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 messages from people

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 who were further along.

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 They didn't need help

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 making their first dollar.

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 They needed help getting to

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 $10,000 or more per month.

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 And our $300 program,

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 it wasn't built for that.

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 So we had a choice to make.

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 We could keep trying to serve everyone

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 with the same offer, or we

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 could create something specific

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 for that more advanced audience.

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 So we decided to rebuild the whole thing.

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 And we created a new

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 program at the $3,000 price point.

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 And it included personalized support.

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 It included all the software that they'd

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 need for an entire year and the training

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 to help get them to $10,000 a month.

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 Not making their first dollar, but making

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 $10,000 every single month.

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 Then we did something

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 that felt at the time risky.

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 We started specifically saying who this

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 presentation was not for.

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 So yes, we were saying who it was for,

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 but we were also

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 specifically saying who it wasn't for.

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 So we said, if you're just getting

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 started, this isn't for you yet.

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 And if you haven't made your first

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 dollar, you're not ready.

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 But if you're making some money and

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 you've got an audience and you want to

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 get to $10,000 a month in recurring

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 revenue, this is exactly what you need.

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 Now, our first webinar with this new

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 approach, as I said, we more than doubled

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 our previous best day.

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 We had fewer people on the webinar,

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 but it was a higher price point and those

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 people were far more targeted.

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 And therefore it led to better results.

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 So here's the bottom line.

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 We made more money with less people by

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 being specific about who we were serving.

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 So here's the lesson

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 for you and I from this.

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 Number one,

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 you've got to target the right people.

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 So let me share

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 something fascinating with you.

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 Research shows that targeted ads have

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 conversion rates of around 5%, while

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 broad, untargeted ads

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 conferred at just 0.2%.

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 So think about that.

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 That's 25 times better just by being

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 specific about who you're talking to.

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 So here's what's actually happening.

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 When you market to everyone,

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 your message has to be generic.

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 It can't speak to everyone's specific

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 problem because you're

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 trying to cover all the problems.

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 So therefore your

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 message starts to fall flat.

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 But when you get specific,

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 when you say this is for people who are

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 already making some sales and have an

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 audience of 10,000 or more and they want

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 to get to $10,000 a month,

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 well now

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 speaking directly to

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 someone's exact situation.

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 And when that happens, they

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 lean in and they pay attention

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 because you're talking

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 about their specific problem.

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 In that moment, they feel

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 seen, heard and understood.

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 Now hear me when I say this.

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 When someone feels seen, heard and

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 understood on that kind of a level,

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 it creates trust.

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 And trust is the thing that

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 leads to higher conversions.

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 Now here's what most people miss.

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 When you exclude people, the people who

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 are a fit, they pay even more attention.

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 Think about it like this.

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 Imagine you're at a party and someone

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 says, hey everyone, I

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 have something to share.

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 Well, you might listen or you might not.

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 But for me, if somebody said, hey, if

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 you've got a teenage daughter, I've got

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 something really important to share.

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 If someone said that,

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 immediately I'm gonna lean in.

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 Why?

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 Because I have a teenage

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 daughter and I'm a dad.

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 I wanna do everything to protect her, to

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 help her, support her and

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 certainly help her grow.

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 That my friend is targeting.

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 It makes the right

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 people raise their hands.

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 And the more targeted your audience, the

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 higher your conversions will be.

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 Point number two,

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 the premium pricing effect.

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 Let's talk about why raising our price

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 actually helped us sell more.

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 Now this might sound crazy,

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 but research backs this up.

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 Higher prices signal

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 higher value to your brain.

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 Now in my research for this, there was a

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 really cool study I came

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 across where a jewelry store owner

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 tried to sell some turquoise jewelry, but

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 they couldn't move it.

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 It was just sitting in a

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 store sitting on the shelves.

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 So the owner told her clerk to cut the

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 price in half, but the clerk

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 misunderstood and

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 doubled the price instead.

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 Now the next day,

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 everything sold out.

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 Why?

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 Because people don't know much about

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 turquoise jewelry by itself, so their

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 brain would just use a shortcut.

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 Higher price must mean better quality.

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 And the same thing happened with us.

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 When we were at $300, people

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 wondered if it was good enough.

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 But when we went to $3,000, they assumed

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 we could get them better results.

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 And you know what?

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 We could because we built a better

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 program for people who were ready for it.

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 Now here's the other thing

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 that happens at higher prices.

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 You attract different buyers.

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 The people who invest $3,000 show up

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 completely different

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 than people who invest $300.

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 Now I'm not saying that everybody who

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 invested in $300 is not

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 going to achieve success.

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 That's not what I'm saying.

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 But what I am saying is in general, the

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 more somebody invests,

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 the more action they take.

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 They do the work, they get the results

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 and therefore they end up way happier,

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 which means they tell other people, which

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 means you get more great customers.

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 It's a better cycle all around.

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 Now, point number

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 experiment.

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 You know what I see all the time?

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 I see business owners trying the same

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 approach over and over again.

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 Same offer, same price, same messaging.

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 And when it doesn't

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 work, they just try harder.

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 They buy more ads, more emails, more

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 webinars, push, push, push.

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 And they don't change the offer, they

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 don't adjust the price, and they

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 definitely don't change their messaging

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 or who it is specifically for.

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 Why?

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 Why don't they do this?

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 Well, it's because they're afraid.

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 They think, if I exclude somebody, I'm

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 gonna make less money.

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 The more people I target, the more people

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 I try to reach, the

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 more money I'm gonna make.

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 That's actually not true.

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 The opposite is true.

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 When you try to serve

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 everyone, you end up serving no one.

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 Your message is too broad, your offer is

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 too generic, and nobody feels like you're

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 talking directly to them.

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 Here's what you and I need to focus on.

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 We need to get crystal

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 clear on who we serve.

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 Not everyone who might be interested, but

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 the specific person with the specific

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 problem that we can solve right now.

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 And when you do that, your marketing gets

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 so much easier, your conversions get

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 better, and you make more money with the

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 same amount of work.

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 Heck, it might even be less work.

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 Does that make sense?

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 Okay, so here's what I

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 want you to think about.

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 I want you to look at

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 your current offers.

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 I want you to ask

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 yourself these questions.

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 Who is this really for?

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 Who might benefit the most from this?

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 Who is this a perfect offer for?

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 And just as

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 important, who is this not for?

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 Where are people in their journey when

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 your offer makes the most sense?

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 Then look at your pricing.

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 Are you afraid of charging more because

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 you think fewer people will buy?

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 What if charging more

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 actually helped you sell more?

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 And I'm not saying everyone should 10

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 extra prices tomorrow like we did,

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 but what I am saying is that being

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 specific about who you serve and having

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 confidence in your pricing can change a

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 whole lot in your business.

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 So let's recap what we covered today.

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 First, targeting

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 matters more than you think.

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 Getting specific about who your offer is

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 for will dramatically

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 increase your conversions.

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 The research shows it

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 and our results proved it.

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 Second,

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 higher prices can

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 actually help you sell more.

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 And when you raise your price and back it

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 up with more value, people assume you can

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 get them better results.

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 And when you attract buyers at higher

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 price points, they show up differently.

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 Now third,

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 stop trying to serve everyone.

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 The biggest mistake I see are people who

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 are afraid to exclude

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 particular segments of their audience.

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 When you try to serve everyone, your

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 message falls flat and nobody feels like

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 you're actually talking to them.

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 It is scary to raise your

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 prices and exclude people and

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 I get it, but my hope is that this

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 episode gives you the confidence to get

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 specific about who you serve

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 and charge what you're worth

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 because your offer

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 doesn't need more people.

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 It needs more of the right people.

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 Thanks so much for listening, my friend,

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 and if you'd be open to it, I would love

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 and be super grateful if you went and

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 rated and reviewed the show because then

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 that just helps us get

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 in front of more people.

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 And if you haven't subscribed to it yet,

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 make sure you do that.

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 I'm a great person who has built a

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 massive company serving literally tens of

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 thousands of creators.

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 He has a unique perspective in terms of

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 what is working right now, specifically

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 when it comes to email and how to use

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 email to effectively sell more of your

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 products, your programs, and services.