How Much Should You Charge?   Q: How many of you guys get stuck on the pricing?   I totally get it. It’s always like, “Man, what do I charge? I’ve got this sweet core offer, what do I charge? Look at all this value… what do I charge for it?”   As I'm Funnel Hacking the message and the offer, I'm also looking at price points.   I'm looking to see:   What’s everybody else charging?   What price points have the successful sellers proved?   Because…   The path is already paved.  You've just gotta follow it!   FOLLOW THE YELLOW BRICK ROAD It’s like Dorothy and The Yellow Brick Road. You just follow the proven price points that people already buying and then... (I’ll tell you in a moment… keep reading).   It's great…  because a lot of the decisions are NOT even up to you.   You just have to know your Red Ocean:   Talk to sellers   Get really intimate with the buyers   ... And then, BAM! 80% of your decision making comes from other people.   MY FRAMEWORK   I look to see historical price points.   I might see:   $97   $147   Someone at $127     A cheapo who's afraid to charge money and has a lot of internal hangups... they only sell for $47     I had money hang-ups for a long time too. That's why my first product was $127. I was afraid to charge more money.   You might find someone's who’s like, “Oh, I'm gonna be the $297 person.   BUT... most people will be kinda in the mid-range, between $97-$127.   I'm like, “Hmm... If I’m really cheap I won’t be able to spend much on ads and still cover my cost of goods.”   You look at all the historical price points, and then if you can't be super cheap... *Be Really Expensive* You need to figure out: “How can to be premium?”   For example:   If there's only one guy selling at $297, then I want to go that little bit higher, “Hmm, what if I sell at $347?”   ...Then I justify the premium price point by creating an offer   If I can't be really cheap, I need to figure out how can over-deliver and out-deliver everybody else inside of that market   WHY PREMIUM PRICE POINTS WORK…   Not all industries are gonna have a mid-tier $1,000 offer, but that's very common in the info product model. There’ll be multiple price areas in different industries… so you need to check yours out.   If you see a house for $1000 you probably shouldn't buy it, right? You know what I mean…   There’s probably something wrong with it, right?   So you need to see what the price categories are in your Red Ocean.   What are the:   Really high price point   Medium price point   Low price point   Historical price points   ... And then you can look to see how you can be just a little bit premium.   For my business, I want the name. I want the reputation.   I don’t want people saying, “ It's like only like $4 for the house. There’s gotta be a catch!”   Because there's an interesting thing that happens with price, let me explain...   THE $5,000 LAMBO   Do you own a Lamborghini?   I keep making fun of Lamborghini’s. I think they're super awesome. But... if it's NOT yours don't go take a picture and act like it is... that's all ;-)   If you do own a Lamborghini, I think you're cool.  I'm not making fun of them.   Anyway, let's say that you want a super cool car.  Say a Lamborghini. Or a Ferrari.  I'm bad at cars. What's a cool car? A Batmobile, *Definitely*   I'm NOT a car or a sports person at all.   So let's say you go to a Lamborghini store and you're like, “I’ve been saving up for this Lamborghini forever. It is my dream!”   You walk in, and the salesman is awesome and you go for a test drive:    “Imagine what it'll be like taking your spouse out in this car…”   The salesman is putting you into an emotional state of anticipation:   What will it be like?   How will people look at you?   They’re playing with your identity.   You start thinking, “Oh man, this is gonna be so cool. I can’t wait. This car is soooo me!”   Subconsciously, that’s the game that’s going on...   Just as you’re getting out your wall