These two things are probably keeping you from charging what you want and selling what you want. On this episode Russell talks about people pushing their own purchasing decisions on you, and why you shouldn’t do that. Here are some of the awesome things you will hear in today’s episode: Why you shouldn’t push your own buying decisions on your customers, because people spend money differently. And why you need to be willing to spend the amount you are asking others to pay for your product. Hint, it all has to do with karma. So listen here to why you gotta spend money to make money and why you should never force others to spend money the same way you do. ---Transcript--- What’s up everybody, this is Russell. Welcome to a special Hawaii edition of Marketing Secrets podcast. Hey everyone, my wife and I are in Hawaii right now, Kauai, actually, on our 15 year wedding anniversary. Well next week is technically our anniversary, but it’s been 15 years so we’re here with some of our friends who it’s also their 15 year. It’s been really great. We didn’t do a hotel this time, we actually AirBNB’d it, so I don’t know if you can see back here. I’ll show the AirBNB for those who are watching on Marketingsecrets.com you can see the video. If you’re on the podcast you can’t see this, but it’s crazy. This is the AirBNB we rented. It’s 5 or 6 thousand square feet on this private beach. We have our own beach and we’re here right now hanging out. My wife just got soaked by a wave, we just got done getting massages. I’ve been kind of MIA for a little bit. I’ve got some content going out while I’m gone. Last week I had scout camp so I was gone for scout camp all week and little access to anything. And then this week I’ve been in Hawaii. I should have done, I was going to do some more stuff but you know, trips, it’s really difficult for me to unplug, and now that I’m unplugged it’s really difficult for me to plug back in, to be completely honest. Anyway, it’s definitely interesting, but having a good time here. There’s dudes out kite boarding, I don’t know if you guys ever kite boarded before, but I’ve always wanted to kite board, so I may try that. It would be kind of fun actually. I hope it’s not too windy for you guys to hear me. I was trying to figure out what I should share with you guys here to kind of give some inspiration or some thought or an idea for how you can better market your business with the things you’re doing. So I was thinking about that, what’s something that would be the biggest value for you guys and I think one of the biggest problems we have, and I’ve seen this ten times since we’ve been here in Hawaii, is that they place their own ability, the way they make their purchasing decisions on other people. For example one of the things, I had a GoPro here, and I brought the GoPro and I had the little handle, but I forgot the little screw thing that screws the GoPro to the handle, so we go to the store. I was like, “Hey, I need to buy one of those screws.” And they’re like, “Oh, we don’t sell the screws.” I was like, “You have those handles right? Give me a handle then.” And he’s like, “But you just need a screw?” I’m like, “Yeah, but just give me the handle, I’ll just do that.” And he’s like, “Dude, it’s $47 for the handle, if you go down the road, two or three streets down there’s a place and they might sell screws there.” and I’m like, “No dude, just give me the handle.” And he’s like, “But it’s $47.” I was like, “I don’t care, I don’t want to drive two or three streets down the road to find a place that might sell a screw.” For me, the $47 is so much cheaper than the opportunity cost for me to go do that thing. It was kind of funny and so many things happened like that. We tried to buy something, or do something and people are putting their purchasing decisions on, they would never do that, they’d never spend an extra $47 just to get a screw, because for them they’d do all these other things. I think a lot of times we get ca