Today, a biz owner whose emails I read sent out an email that opened with: "This email is for you if you want quality help on [achieving business outcome] but don't want to commit the [lotsa shekels] that top-shelf collaborators charge." I winced at this. The fact is, this guy is a legitimate expert, who deserves to get paid based on the business value of his services, and yet here he is, leading off the pitch for his new offer by saying, "It's cheap relative to what you might expect." I think there's a lot of value in raising your prices. I think it can even make sense to be the most expensive in your field. Sometimes, on occasion, it can still make sense to offer something at an "attractive" price. But in that case: 1. I don't think it makes sense to lead off with that. Instead, it makes sense to first and foremost fully sell the "quality help" that this biz owner only got to later, and to emphasize that before appealing to cheapness. 2. It makes sense to give a legit public reason for the "attractive" price, and that reason can never be "I am doing it because I'm afraid you won't pay the going rate for this," even if that is part of your private motivation. I wonder if we can come up with a list of such reasons. I'd like to invite you to think for a moment, and comment below with one or more reasons you could use to justify a particularly "attractive" price, which is lower than the going rate for whatever it is that you sell. I'm inviting you to do this for two reasons: 1. Because if you do it now, there's an excellent chance you will remember this important lesson, and you won't make the same mistake this biz owner made in his email today. 2. Because I'm running a little experimental contest. The last person to comment on this post wins $100, which I will PayPal to you in case you are the winner. How do we determine the last person? I will come back to this post periodically and check the comments. If when I come back, there have been no new comments with a reason to be cheap FOR A WHILE... then then last commenter will win and I will announce the fact.

Yesterday I sent an email with a subject line that said, "The smartest offer?" The body of the email just read: "What would you definitely buy from me if I were smart enough to offer it?" I promised yesterday to share what the results of this email were. And I will. But first... I am curious what you think, now that you know what my email was. (More info about my soul searching about sending this email). Do you think:

I have... dozens (hundreds) of hours of coaching call recordings. I've recently started finally doing something with some of these recordings. I have ideas for you too. But first I'm curious, what's your current situation?

A lot of you still haven't started sending daily emails. You tell yourself you’ll start the list this weekend. Then you get stuck choosing software, setting up the opt-in, figuring out the tech, and wondering what your first email should say. (I did this for MONTHS. It sucks.) So here’s what I’m thinking of cooking up for ONE person: 👉 I pay for your first year of Kit Creator. The paid plan, on my dime. That's $390. 👉 I set up the whole thing. Your opt-in page and form, your welcome sequence automation, and all the stupid tech crap standing between you and hitting send. 👉 I help get your first 50 subscribers. People who actually choose to join your list, so you’re writing to readers instead of an empty dashboard and your pet rock. 👉 I give you a "super affiliate" product to sell (works better if you're in marketing, copywriting, or something adjacent). You keep 90% of the sales you generate from it--NOT 50%--for life. 👉 You get a year of Daily Email Habit...another $600 out of my pocket. So once the list is live, you have infinite inspiration keeping the emails coming (never wonder "what the heck am I gonna write today??") 👉 You get my help getting off the ground. 30 days of email support to work through the early snags and get you sending. You’d finish with a list you own, people on it, emails going out, and something you can offer them. This is a TURNKEY "done for you" email list...all you have to do is write emails and profit. If I opened ONE spot and ran it as an blind auction with a $1 starting bid... Would you bid at least $1?

I found the following email in my spam folder today: === SUBJECT: question Hey John, I’ve been on your list for a while, and something I’ve noticed with your emails is that you have a lot of material that could make great stories. Here’s the simple framework I use: **Story → Lesson → Offer** Instead of starting with the lesson, start with something that happened. Then connect the story to the lesson. And let the lesson naturally lead into the offer. I thought your email would work really well with this structure. Would love to hear what you think. === I checked, and this guy is not on my list, at least not with this name or with this email address. I feel this is a disguised pitch, but I don't know where it's leading. I replied to the guy just to see. Any ideas where this might be going?