13d • General discussion
☝️Sell money at a discount and you’ll be loaded…
…Dan Kennedy once said something that rewired my entire pricing strategy.
“You’re not in the advertising business. You’re in the money-at-a-discount business.”
Come again?
What’s that even mean?
When a client gives you $2,000 and you can hand them back $10,000…
☝️You just sold them money at an 80% discount.
And if you can do that…
The secret to how Hormozi, Brunson, and others made big bucks (even with broke audiences) starts to become very clear.
So, let me peel this back a bit.
Most people think:
“My market is broke.”
“My market won’t pay premium prices.”
Kinda.
But you’re operating on incomplete ideas.
Your market won’t pay premium prices — for what they currently think you do.
That’s true.
Cuz it sucks.
When you show up like this:
😏“I run Facebook ads,” yada yada.
You sound like every other agency.
You’ve commoditized yourself.
☝️But…
When you show up saying “I install a client acquisition system that generates 47 qualified calls per month”.
Now you’re selling an outcome.
Do it right, and the prospect doesn’t compare you to other agencies anymore.
They compare the money they’d give to you against the revenue they’ll lose without you.
See the difference?
Kennedy, Mozi, Brunson…
All built their entire careers on this.
They’d never sell “marketing consulting.”
They all sold “the most expensive, least comfortable, highest-ROI advisor you’ll ever hire.”
And people lined up.
(Not despite the price. Because of it.)
Your price resistance isn’t a market condition.
It’s a positioning symptom.
Fix the positioning. The price takes care of itself.
Wanna learn how to do this?
Your Move.
Sam
P.S. Unlike Mozi, Brunson, and Kennedy… the path to doing this in the agency game is a lot easier because 97% are making “me too” offers.
It’s easy when you know how.
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☝️Sell money at a discount and you’ll be loaded…
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