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.

Screenshot attached. I've been getting a handful of signups to my email list every few days that all have the exact same format of email address, with just the number being different at the end. Any idea what this is about or what these things want? Or what I can do to block them, or if I even want to block them?

It's been years since I've picked up one of the copywriting classics that I used to read and reread regularly (photo attached of three I have even lugged around with me as I moved cities and countries). I feel my life and my emails are suffering for it. I'm gonna get back into rereading some classic copywriting and marketing books... but I was thinking, maybe turn it into some kind of group activity? A book club? A naked book club? A naked book club in a bathtub? I have no idea. Maybe you can tell me if you are currently or have previously been in a book club? If so, what did you like and what did you not like?

@Vasileios Apostolou writes in his email today: === I found this question in a book. I think it’s worth thinking about. “Imagine your child, or someone else you love, inherits your exact habits upon coming into adulthood. Which ones would you pay good money to delete from their life?” === I have no children, but imagining I had one or a dozen, and imagining the kind of fatherly love I keep hearing about from people who do have children... ... I might pay good money to delete the following from my imaginary child's adult life, had they inherited it from me: - The habit of working too much, or spending too much of their mental space thinking about work-related things - [A habit I had when I was younger, "upon coming into adulthood"] The habit of following the latest reasonable-sounding but ultimately harmful restrictive diet/way of eating - 8. The habit of thinking things will be better in the future if they only get X, or that things were better in the past back when they had Y What about you? What would you pay to delete?

I'm curious about how you guys set subscription terms and what your considerations are. I know most people offer monthly and yearly, and some people even offer a lifetime. But then folks like Ben Settle and Daniel Throssell only offer monthly. The idea of upselling folks to a yearly or lifetime is appealing to me (for cash reasons), but also... what if I regret having certain people and want to remove them for... misbehaving? Much simpler to cancel and refund monthly subscribers than longer-term subscribers. I even read two emails recently, one from Daniel Throssell and another from Alin Dragu, where they talked about misbehaving subscribers... So... anyway... what are your thoughts? How do you decide on subscription terms? If you offer a yearly or lifetime subscription, have you ever regretted letting some people in?