How to make more sales from other people’s laziness

By April 19, 2020Marketing

I don’t know whether it’s the current lockdown or simply because people are stoopid, but a few weeks ago, I saw something so weird that it still baffles me.

Here’s what happened:

A local pizzeria offered to give out some free mozzarella. (Because of the current lockdown, they weren’t able to use it themselves before its expiration date.)

So instead of throwing it out, they offered people to come and pick it up… For free… Mozzarella…

Just… let this sink in for a moment, because what happened next was weirder than a feminist with a good personality.

Hundreds of people lined up to get this stuff.

In fact, people were waiting in line for 1,5 hours, just to get… free… cheese. Maybe it’s because I’m allergic to cheese, but this makes no sense.

Here’s my point to all this:

Most people don’t understand or value the concept of time.

Think about it.

People were lining up for HOURS. For what? To get some cheese, they could easily buy for less than $1 in their local supermarket? I mean, come on. Not only that. Some people were interviewed by the paper afterward, where they expressed their deep disappointment of having to wait for over an hour and not getting any cheese. I hate those people.

Your time is your most valuable resource.

And you should treat it as the valuable resource it is.

For example:

Most expert and client businesses charge their clients for the number of hours they work with them. This automatically puts a huge ceiling on how much revenue they’re able to generate consistently. And, typically, when it comes to talking about price, it usually goes something like this:

“Well, my hourly rate is XYZ dollars, but if that’s too much, we can probably work something out.”

There are two problems with this approach:

1) They come off as timid, which, almost by default, will scare away the client. Because let’s be honest, who wants to work with someone if they don’t even believe in their own product or service?

2) Charging by the hour will automatically enable the client to compare apples to apples. Thus, these expert and client businesses will mostly attract price shoppers (also known as “awful clients”)

Here’s the bottom line:

If you’ve got an expert or client business (i.e., you’re a coach, therapist, or freelancer), you shouldn’t charge your clients by the hour.

If you want to build a healthy, sustainable business, you need to charge for the actual value your product or service brings to your clients’ life or business.

In my humble and accurate opinion.

I’m not going to go into details on how to price your offer (that’s way too complex for a single email like this). But what we can talk about is how to quickly raise your perceived status in your prospect’s eyes. So, when the inevitable question about price comes up, it’s going to be a mere triviality.

However, the solution is simple but not very sexy.

In my experience, most people won’t even bother doing this.

So what’s the solution?

You demonstrate your…

and *Consistency.*

You do this by showing up in their life, every day, demonstrating that you actually know what you’re talking about.

For example:

  • Daily blog posts
  • Daily podcasting
  • Daily YouTube videos
  • Daily Facebook posts
  • Daily Instagram posts and stories
  • And, my personal favorite, daily emails

Why daily?

The brutal truth is that most people are lazy. They won’t bother with creating new material — let alone daily. But, when you show up every single day, giving people great content and tell them great stories, you’re automatically doing something most people won’t do, which is…


Today, where most people are so addicted to their endless dopamine drip from Social Media, people are amazed when someone is able to show up in their life consistently.

Not only show up.

But actually provide them with valuable material to help them in their life or business.

With that said, coming up with new material daily can be a challenge for most people.

Luckily, there’s a simple solution to this problem. And it’s something everyone can learn.

It’s the same strategy I use in my own business.

And it’s the same strategy my students’ use in their business.

If you want to learn what it is and how to use it, I’ve put together a free training that can help you learn this.

Here’s what’ll you’ll learn in the training:

  • A $2 Billion Secret: How Top Businesses Craft Mouthwatering Sales Emails That People Love to Read
  • How to Write Stories So Compelling They Immediately Draw Customers in — Even if You’re Not a “Natural” Writer
  • How to Craft an Irresistible and Highly Converting Sales Email in Less Than 29 Minutes
  • And much more…

Here’s the link to the training for your clicking pleasure: