What's it worth to you to be able to stop cold calling forever?
I'm asking because I think it's funny when someone says a book or course is overpriced. People have a way of thinking in terms of the cost of materials rather than the value of the knowledge contained within. Let me give you two examples:
1. Last week a package arrived. It was a $1,000 box of materials (a couple of books and a bunch of CDs and DVDs) on marketing. I'm barely into the course - I read the introductory book and got through three DVDs - and it has already paid for itself. How? I made some changes to my websites based on what I learned there, and sales are shooting through the roof as a result.
The cost of materials of this product was probably around $20. In fact a friend saw the modest stack of books and CDs on my desk and said, "Was that REALLY worth a thousand dollars?????"
2. A couple of months ago I acquired another marketing kit also priced at $1,000 (I believe it's since gone up). It's a spiral-bound book, about 120 pages, and a few CDs. I haven't even listened to the CDs because the book is what I was after, and even at a thousand dollars it paid for itself in about a week and has made me plenty more money since. It's that good.
I figure this product cost under $10 to produce. Since I only wanted the book and it's all I've used so far, figure about $2 printing cost. And yet the $1,000 I paid for it is a bargain price considering how valuable it is to my business.
So ... can you see what I mean by VALUE vs. COST? People are always whining about how some book is overpriced and that course is too expensive and no way are they paying $500 for that seminar ... BUT ... what is the VALUE? Sitting right next to my desk are the books & CDs mentioned above that cost me $2,000. They've already paid for themselves, and will continue to do so many times over.
I guess it wasn't stupid after all to spend two grand on $30 worth of paper and CDs.