“How much for that punch in the face?”

One of my marketing friends called me up a few months ago in a panic. I had to act fast to talk her off the ledge.

Here’s how it happened . . .

“Chris,” she blubbered “We’re screwed!! We opened up our cart for our launch two hours ago and have only gotten ONE sale. I already told my guy to put the multi-pay up there and cut the price to see if we can save this thing!”

And then there was a bunch more blubbering.

Blubber. Blubber. Blubber.

This actually happens all the time. Folks think their price is the number one factor keeping them from selling BAJILLIONS of widgets.

And while I totally agree that price is important and that too high or too low of a price can kill your sales, cutting your price right after you open cart is one of the WORST things you can do.

Let me explain . . .

Suppose I walked up to you and said “Hey, pay me $2,000.00 and I’ll punch you in the face.”

You’d probably say “No,” right?

OK, so what if after you say “No” I turn it around say “OK, how about I do it for $500 instead?”

Weirdly enough, I bet the answer is still no.

Dropping the price of your product NEVER works unless you actually make your customers WANT what you’ve got to sell first.

You don’t want a punch in the face at $2,000.00, at $500.00 at $5 or at ANY price at all . . .

In my friend’s case, the PRICE wasn’t actually the problem at all. The problem was that she’d never done the work of making her customers really WANT what she had to sell. she’d never painted a picture of how it was going to transform their lives. She’d never created that LUST for a product that’s at the heart of all successful launches.

And unless you create that DEEP ROOTED DESIRE for your product it doesn’t MATTER what you charge, nobody is going to buy what you’re selling.

Happy 4th.

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