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I’ve been posting this week on some of the biggest pricing mistakes I’ve seen lately…

But there’s 1 critical error I saw yesterday that has the power to make a business go BELLY UP…


Here’s 3 reasons why people tend to REDUCE/DROP their price from what they are truly worth…

1. FEAR (I talked about this in a post earlier this week)


This sounds harmless, but here’s the issue:

MORE clients is NOT always better.

When you set your rates low, you won’t attract the highest-caliber clients.

You risk attracting the pain-in-the-ass clients that:

* aren’t as serious about fixing their problem.

* aren’t committed to your program.

* often don’t want to put in the necessary work to get big results.

How will it look for your business if you have a bunch of non-motivated clients NOT getting results?

I don’t want to work with 10 luke-warm semi-committed clients.

I would rather have 1 GREAT client who’s willing to invest in changing their life, put in the work, and get phenomenal results.

That’s why we are super selective about who we take on in our program.

3. YOU HAVE A HUGE HEART – and feel awful turning people away who need help, but can’t afford your service.

…so something in you wants to adjust your price to make it affordable for them.

I get it – it downright sucks when someone needs your service, and can’t pay for it.

Don’t get me wrong – Having a giant heart, and wanting to help everyone is fantastic…

BUT… it becomes a problem when you let your emotions get in the way of charging what you’re worth.

Let this sink in – – YOU CAN’T FIX EVERYONE’S PROBLEM…

But there are plenty of ways that you can still provide these people with tremendous help… WITHOUT devaluing your service.

In most cases, I’ve found that the real issue is NOT your price. It’s usually that:

They are CHOOSING not to invest (they aren’t serious enough, not committed, etc…), or

You’re not pre-qualifying your leads enough

Anybody here have a BIG HEART, and struggle when someone NEEDS your service, but can’t afford it?



Yesterday I talked about fear being the #1 offender when it comes to getting your pricing WRONG…

But there’s a common pricing mistake that I see happening that I haven’t really touched on…

PRICING MISTAKE #2 –     Offering TOO Many Packages and Pricing Options…

Are These Pricing Mistakes KILLING Your Business?


You may be struggling with whether you’ve priced your high-ticket service correctly.

Creating the right pricing strategy is CRITICAL to your offer.

It’s a balancing act…

You want to maximize the number of ideal clients you enroll…

It’s Not Supposed to Be Easy


Have you ever heard someone say that if you’re “in alignment” with the Universe, everything should “flow” and be easy?

For a long time, I bought that idea.

I thought that if I was hitting challenges in my business, it meant that I was off course. I believed that if something was meant to happen, it would happen easily or not at all.

I can tell you from bitter experience that this is probably THE MOST destructive belief you can have as an entrepreneur. …

How to Escape the Content Marketing Cage


Isn’t content marketing is an endless, soul-crushing GRIND?

The marketing geniuses are telling you to be everywhere, all the time. Podcasts. Videos. Blog posts. Tweets. More, more, more.

Here’s why that sucks:…

What to Do When Your Brain is the Problem


If you’ve ever tried to make a big leap forward in your business, you know it’s DAMNED hard.

Sometimes you need a strategy. You try everything. Nothing seems to work. You feel like everyone is completely full of shit. You just want someone to tap you on the shoulder and say, “Here. Do THIS…” and then have it work.…

This Potato Cost $1 Million


Weird shit has been happening in my world lately.

One of the most legendary streets to live on in Orange County is Riviera Drive. It runs along a cliff, with nothing between your house and the beautiful Pacific Ocean.

I’m looking to buy a new house, so I’m always on Zillow.

It turns out that right now, there are two houses for RENT on Riviera. This never happens. They also happen to be right next door to each other. This ALSO never happens.

One is asking for $40,000/month. The other is asking for $150,000/month.

What’s the difference?…