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good good morning youtube myron golden here today i'm going to be talking to you about why people are not buying your irresistible offer and i talk to a lot of clients i talk to a lot of business owners and entrepreneurs and people who are struggling in their business and they're like man i don't know why but nobody's buying my offer it's so good okay so i'm gonna break down some reasons why what your offer whether it's a twenty dollar book or a 200 coaching or 200 home study course or a 2 000 study course or 20 000 mastermind or a 200 000 vip day or a 2 million dollar excursion whatever your offer is why aren't people buying your irresistible offer and and and most people believe this believe their offers are irresistible so i'm going to tell you the first reason people aren't buying your irresistible offer reason number one they don't buy is because you're selling to the wrong the wrong people so now how can you tell if you're selling to the wrong people the first thing you have to understand when you're selling to the wrong people is the if you're selling to a group of people where the group of people is not large enough so one of the reasons people resist your irresistible offer is because when you're selling you're selling to a group of people that's not large enough to be targeted so you need to have a pool of people that's large enough to be targeted in order for you to uh make your irresistible offer irresistible because just by the sheer state law of the law of averages the law of large numbers just by those two those two numbers alone then if you have a big enough pool of people you're gonna make some sales even if you're not good if you have a if you have a large group of people with a really big problem and you can solve those and you have a real solution to that problem even if you're not good people are going to buy it so one of the things you want to do is make sure you don't niche down so far or have a niche so weird always makes me a little nervous for people when they say like i've got this thing and it's in this market and nobody's selling in that market well that might be because that ain't a market right so what you want to do is you want to make sure that you're selling to the wrong people i mean to the right people and in order to notice that the people that you're selling to they have to have it has to be large a big group of people a big pool of people they have to have a big problem and they have to be willing and able to pay for the solution that's how you know you've got the right people that's the first thing okay so they're selling to the wrong people um and and jokingly and not joke non-jokingly i say what are some of the worst kinds of people to sell to well one of the worst kind of people to sell to is freeple people what are freepl people freeportal people are people who want everything for free right you don't want to sell to freepo people and freepl people if will think if you're selling something to them if it cost more than they would be willing to pay then you're taking advantage of people so you got to have make sure that you're selling to a large enough group of people group of people and the people are not free people you want to make sure also the people are not cheaple people and you know achievable people are those are people who will buy something but only if it's cheap right the people you want to sell to see these are these are like don't sell to these people right okay but the people you want to sell to are these people i didn't mean to put that line there are these people you want to sell to feeble people these are people who are willing to pay a fee and you want to sell to uh people people people people who are people people people who are willing to pay a premium right so so don't don't sell to the wrong people sell to the right people large enough group of people to be targeted large enough to find they're easy to find on the internet or off the internet and then they have to be willing to pay and then are willing to pay a premium so the biggest reason your irresistible offer doesn't sell as you're selling to the wrong people second biggest reason your offer doesn't sell is you are the wrong person like you're the wrong person selling the offer now what makes you the wrong person to sell the offer well three things a people don't know you they don't know who you are so like why should i buy some i don't know you right how many of you like have sold insurance or something in the past you do a great presentation they love your presentation and then they call you the next day and say well my cousin's in that same business i called them and bought it from right so you want to make sure it's really interesting um i i got this in a book by uh in a book by robert kiyosaki called business school for people who like helping people a long time ago um he said um the value of a network is the number of the people in the network square right so and what you want to do is you want to make sure that you if you're gonna if you're gonna make sales and be the right person you have to be the kind of person that people like you need to be likable um how what can i do to be likable myron um when it's really really simple there's a really good biblical principle for this what can i do to be more likeable he that hath friends must show himself friendly oh did you hear that it didn't say he that hath friends must feel like he's friendly it didn't say he that have friends must think that he's friendly it didn't even say he that friends must tell other people he's friendly what do you say what do you say he that has friends must show himself friendly so friendliness is a show not a show like it's fake but it has to show it shows up on your face it shows up in your actions it shows up in in the words that you say to people right so so people don't know you or they be they don't trust you well why don't people trust you well sometimes people don't trust you because they don't know you sometimes people don't trust you because they do know you oh snap did he go there yeah right exactly right sometimes people don't trust you because they do know you and you said you're going to do things in the past and not done them you said i'll be there in five minutes instead you got there in two hours right you said um yeah i'll be there and didn't show up and didn't call right and so people don't trust you when they can't count on you when your word doesn't mean anything to you it also doesn't mean anything to them it's so interesting it says in john 1 1 it says in the beginning was the word and the word was god and the word was with god and the same was in the beginning with god and all things were made by him without him was not anything made that was made down in verse 14 it says and the word became flesh and dwelt among us and we beheld his glory as the glory of the only begotten of the father now this is not an interpretation of that verse 14 this is an application of that verse 14. it's a it's an application that i've pulled as a parallel it says that about christ that the word became flesh and dwelt among us but for me when my word becomes my flesh i can dwell among the people i gave my word to when i don't keep my word and my word doesn't become my flesh i have to hide from those very same people and that's what ends up happening right you give your word to somebody you tell them you're going to do something you don't do it and then you don't they don't hear from you until the next time you need something people don't buy from you because you're not the right person right you don't return phone calls you don't return text messages you practice avoidance behavior well practice your voice hiding doesn't help people trust you right it says the word became flesh and dwelt among us what does it say after that and we beheld his glory as the glory of the only begotten of the father when peop when your word becomes your flesh people will believe your story and behold your glory but if your word doesn't become your flesh people just don't trust you right so um people don't trust you you're not the right person but then there's another one um another reason you're the wrong person is people don't like you like i may have i may have a big problem you may have a great solution but i'm going to tell you right now if i don't like you i'm not buying it from you like that's like and i i'm probably the only weirdo on all of youtube like this or an all of zoom like this but when i go to a restaurant i do my best to make really develop good relationships with a couple of servers that i'm i'm very friendly with and i tip them very well and when i go there i ask for them because they know i'm going to treat them well and i know they're going to treat me well i don't want some person whose mind is somewhere else bringing me my food and the wrong food and the wrong stuff and i ask for a hot tea and they bring me iced tea i don't want that right i don't want i don't like hassle at all but i really hate it when it's around eating food right so i like i like to eat in peace and happiness right so so um people don't like people don't like you we've we've got a server at eddie v's downtown in tampa like she gets my granddaughter a birthday present every year right but i go in there and we treat her really really well and we used to do big like bringing big groups of people there and when i was doing conferences we bring big groups of people in there and the bill might come to three or four or five thousand dollars and she'd get a 1500 tip and she feel like oh my goodness right so all i'm saying is i'm saying like people won't buy from you if they don't like you they're now i do everything in my power to love everybody but i don't like everybody all the time is that too honest right i don't like it i i just i just like everybody all the time well i i haven't been able to figure out how to pull that off because guess what everybody ain't likable some people are mean some people are just liars right some people are just some people don't like our gossipers some people will talk bad about you behind your back and act like they're your friend to your face like i i know you love those people and i i love them too but i don't like them all time i'm just telling you right so if you want if you want people to buy your res your irresistible offer make sure you're talking to the right people and make sure when you do that you're the right person okay but here's the other problem number three your irresistible offer becomes irresistible because you're not solving a real problem there's no in fact i'm gonna do it like that there's there's no real problem like you created a solution for a problem that nobody has i see this all the time people are like oh this is the greatest thing ever and then they show it to you and like okay but who's going to use it right you want a problem you want you want you don't want to solve a problem you know people have you want to solve a problem people know people have right and people say but myron i want to write this book and tell people my story i got news for you baby i got news for you and maybe i'm the first one honest enough to tell you this nobody cares about your story but your mama and she don't want to read it because she was there when it happened right like people don't like here's the reality people say i want to tell my story here people don't want to hear your story here's what people want to know the only value your story has to somebody else is it shows them how to get from where they are now because you were there to where they are now which is where you want to go which is where they want to go right your problem your your story rather only has value to people as they see it as an illustration of a promise to a problem am i talking too fast right so so most of you i want to but mario you wrote a book about your story from the trash man to the cash man how anyone can get rich starting from anyway that book is not about my story i mean listen to the title from the trash man to the cash man why did i title it that i titled the book from the trash man to the cash man because everybody believes they're smarter than all the people they're looking at and everybody believes they're smarter than the trashman right so i wrote a book called from the trashman to the cash man beca and then the subtitles how anyone can get rich starting from anywhere why to send the message if a trashman can do it you can do it the book is not about my story like that's my story just happens to be an example of the promise are y'all tracking so so so so make sure make sure that when you're solving a problem you're solving a real problem that's going on in the real world well when i say there's no real problem what do i mean i mean like it's not really a problem it's there's there's no pain see real problems have pain right so there's no pain they don't they don't they're not in any pain and agony you know um there are so many people out there for instance that have like businesses where they have credit repair services and why do i have credit repair service because having bad credit is painful why because you can only buy the things you have the cash you only can only buy the things you have the cash for and you can't do anything in business and you can't buy investments if you don't i mean you can but very few people have enough money to buy go and buy an apartment building and pay cash for it now i could go and buy a partner bill apartment building and pay cash for but i would never do that right it's better for me to use somebody else's money so if you don't have good credit that's pain right you have so you there's no real pain or when you solve the problem there's no real pleasure right so if there's no real pain and there's no real pleasure why should i why should i buy your quote irresistible offer because you think it's so cool and here's what's really interesting people think their inventions are cool because of all the things that they had to put into inventing it nobody cares people think that their book is a great book because of all that they learned before they wrote the book and all the experiences they've been through people think that their degree is important to them like like a psychiatrist or a psychologist or somebody who has a a an mba in business and they want to be a consultant the thing that they emphasize is their degree as if the marketplace cares about that and i'm telling you the marketplace don't care that like your degree i mean it may add a little validation after people have already decided so that they can provide some confirmation bias but your degree is not going to cost somebody to want to do business with you i mean think about how many of you have ever been to the dentist right did you say okay can i see your depo i want to see your degree nobody's ever said that to your dentist or your doctor right so your degree doesn't like i get it that's where you've got all this time effort energy and money and concentration put into it so when you're talking to people those are the things you emphasize but nobody cares so so there's no real pain there's no real pleasure which means what there's no real payoff because the payoff is what either get out of pain or get into pleasure so there's no payoff so they say no because there's no real problem and this is why people don't buy your um your irresistible offer and the other one is um i don't i don't remember what letter that was i think it was three so i'm just gonna assume i think that i think that was number three so the other problem is the other problem is um they got the wrong price now a couple things about the price the price is either two high for the payoff it doesn't match so the price outweighs the payoff the price outweighs the payoff they're going to say no right and see i i've seen this happen uh for people like there are people for for instance on instagram people message me all the time hey myron um let us help you get your blue check mark it's five thousand dollars i don't care about a blue check mark that much to pay i mean i mean i know it's important but it ain't that important to me right and so um the price is too high for the payoff it's not that the price is too high it's just that it's it's way more pricey than the payoff right and when the price is too high people don't buy y'all tracking now the other problem is which is a bigger problem for most entrepreneurs the price is too low now i know you say what do you mean the price is too low is a bigger problem the price is too low is a bigger problem because when the price is too low and it doesn't match the payoff people don't believe in the validity of the offer well it can't be worth that i want you think about it so somebody says hey i've got this i've got this bentley this 2017 bentley continental gt it's only got 30 000 miles on it i'll sell it to you for 500 right we got one taker ladies and gentlemen we got one go 500 going once 500 going twice okay so so um so so what happens is like okay something's wrong with this either it's stolen it's the engine is jack sideways something's wrong somewhere right and so people don't believe if your price is too low people don't believe they're gonna get the value um it's so interesting um there there's a lot of there there's a lot of conversation around pricing structures for things that people sell so if and what people have to do is they have to believe that like when you're gonna if you're gonna raise a price on something people have to believe that the transformation is gonna happen and they have to believe that the price makes sense in the environment that the price is in i'm going to give you an example so i'm i'm sure most of you who are watching this video have seen free plus shipping offers on books right so all you do is you pay shipping and we'll send the book to you so they charge seven dollars for shipping and handling or they charge ten dollars for shipping and handling and then they send the book to you for free which i used to do that too i used to do a free plus shipping uh book offer right and we sold lots of books like that then when i came out with boss moves i said i'm not doing a free plus shipping offer i'm not doing that i know that's how most people sell most of the books they sell i get it but i'm not doing that what i'm going to do instead is i'm going to sell boss moves my boss moves book i'm going to sell it for 30 plus 9. 99 shipping and handling unless they buy it and they live overseas then i'm going to sell it for 30 29.

99 plus 25 shipping and handling while everybody else is doing um free plus shipping now what would you think you think well that's not gonna work right it's not what you think that's not gonna work in a market that's crowded with people giving books away for free and all you have to do is pay for shipping and now you're selling this book for thirty dollars and charging ten dollars shipping and handling on top of that nobody's gonna buy that okay we sell between between boss moves and trash man to cash man we sell 25 to 30 000 books a dollars worth of books a month books so there's one guy who really helped me understand why our premium plus shipping book offer works better than most people's free plus shipping offer and it's because i gave them something to compare it to what do you mean so my boss moves that book is like four moves that if you use them i show you how to scale your business from 10 000 a month to 128 000 a month in four moves right that's what the whole book is about so i spent at funnel hacking live a couple years ago russell brunson asked me to do a round table where entrepreneurs could just come around and listen to me teach well i charge 25 000 an hour for coaching which i know to some of you that sounds crazy i get it and if it sounds crazy i would recommend highly that you don't pay it okay but that's what i charge and that's what people pay me that's not just some random number i made up so i can say that like when people want one-on-one coaching with me they pay 25 000 an hour which is why by the way my vip days are 200 000 for the day because it's eight hours right and i throw in a couple bonuses but there are no discounts right so so now some people may say well that's too high okay i get it it's not for you and that's okay i'm not even i promise you i'm not ever going to try to convince you to buy any of that nothing i'm selling i'm never going to try to convince you to buy any of them right so russell asked me to do this this roundtable the roundtable lasted for about two hours and basically i was breaking down the four boss moves in two hours and when i did that i recorded it i took the recording turned the recording into a transcript and then spend a year and a half turning this transcript into a manuscript so it reads like a book right so it's literally like if you if you if you came to me and said myron i've got a business it's struggling i want to make more money um i want to make more money and can you just like coach me for two hours yeah that'll be fifty thousand dollars right coaching for two hours but the very things i would tell them are the things that are in that book are y'all tracking so and i tell them that on the sales letter for the book you can either hire me for 50 000 and learn these things or if you don't want to hire me for 50 000 and learn these things you can buy this book for 29. 99 plus 9. 99 shipping and handling so so there's a guy in one of our coaching programs he like he came on a testimony he said when i saw your book for 29.

99 and 9. 99 shipping and handling i was so mad i was like who's this guy think he is everybody else is giving their books away for free and charging shipping and handling and you're charging thirty dollars plus ten dollars shipping i was so mad and then when i read the sales letter you said well it's the same things i would get from you in coaching and and it's only thirty dollars instead of fifty thousand i was like oh okay i'm in right and then he bought the book right so literally all i had to do was give him a way to justify taking advantage of that offer for the boss moves book and he bought it right and so um if somebody were to hire me for for financial literacy okay myron i want you to teach me financial literacy okay take about two hours fifteen thousand dollars or it probably wouldn't take two hours probably take an hour like an hour and i could spend an hour with you and show you all the stuff or you could buy trash man the catchment i mean think about how simple that presentation is right so so now because my price is not too low and i showed them i gave them something to compare it to but i didn't give them free plus shipping offers to compare it to what did i give them to compare to twenty five thousand dollars an hour coaching ah that makes sense you say myron how do you why do you charge okay so i'm gonna tell you why i charge twenty five thousand dollars now i'm gonna i'm gonna tell you a story and i know i don't i don't okay i'm good for time so i'm gonna tell you why i charge 25 000 because when i coach people they make money so i've got there's some there's some there are some guys that are also in russell brunson's inner circle and russell's inner circle's 50 000 a year right and we're in this program together and these guys called me and they said we were asking around the inner circle we got a live event coming up and we've got 2 000 people registered for it and they said you're the best person to talk to um could we have some like like a conversation with you we'd be happy to pay you for your time i said sure um i said it's 25 000 an hour i said or you could join my inner circle which is 155 000 and then um you'll get an hour you get an hour per year with that inner circle so i'll give you the hour per inner circle they're like ah we'll just take the 25 000. okay cool here's the wire instructions when i get the wire confirmation i'll send you the zoom link they wired the 25 000 they sent me the zoom link i sent them to zoomlink we talked for an hour i gave them some strategies that will take their business to the next level they say what would it would it take for us to come for you to come down and speak at our event well if you were in my inner circle i'd come down and speak for your event and help you sell your product right and and if you if you did that came down if i came down and did that like you paid for my expenses to get there and get back you buy my inner circle and i'll come speak and help you close your deal right so then they at the end of the coaching call they said so um if we do your inner circle does the 25 000 we just paid count towards that no this ain't that no it doesn't right and i wasn't being mean i'm just i'm just like this is how business is done you said you wanted the hour i gave you the hour okay so now if you want the inner circle yeah you'll get another hour but i'm not going to take the 25 000 that i've already earned and help you pay for my inner circle i'm not going to do that i said okay that makes sense well let's talk about it they called me back the next day okay we want your inner circle well why are you the 555 so literally the day after the coaching call they wired me 155 000.

i went to their event they did the stuff i told them they had a 20 000 coaching offer um and they wanted me to repitch that offer that's when you come in and do the offer again after they did the offer so they did the offer they sold about 200 people on that offer so 200 people right times twenty thousands four million bucks well i gotta do a re-pitch the next day i did another 150 sales that's another three million dollars right so what you say myron what are you saying oh that reminds me um i need to call them um so so because they they they earned a million dollar day award because they did like seven million dollars that day in revenue right and so so that's why i charge what i charge now 25 000 an hour sounds like a lot 155 000 for coaching sounds like a lot but what happened they made seven million dollars in less than a week from hiring me to coach them and then hiring joining my inner circle it was like a total no-brainer they only paid 180 000 180 000 turned into they were gonna make some of that money anyway but let's just say it just turned into the extra three million dollars okay it's a no-brainer right so most people don't know how to calculate value this is what i do what i do when i'm evaluating an offer i ask myself okay what is the transformation what's the value i think i can bring to these people in one year um if the answer is like let's say i think i can help them make a hundred thousand dollars or save a hundred thousand dollars in the next 12 months i don't have any problem charging them 10 000 for that solution if i think i can help them make a million dollars in the next 12 months i don't have a heart i'm not the least bit bothered charging like 100 000 right um so uh my vip days two hundred thousand dollars you really believe you can help people make two million dollars in a year we've already helped people make seven million dollars a week after the vip day two 2.