SFR 27: People Do NOT Buy On Price...

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All right, all right.

It is December. There is snow everywhere. I'm actually from Denver. I'm living in Boise, Idaho right now, which is where the Click Phones Headquarters are.

I actually live like a mile and half from the office, I'm really close to it. Most of the time I'll walk or ride my motorcycle or something like that, but it has been so icy out. There's no way you're going to get me on a motorcycle.

I want to, I'm a little bit of a daredevil, but there's no way I'm going to. Anyway, I have not been riding a motorcycle.  I've been walking a lot. I drove today, luckily just because it's so freaking cold out.

There's not as much snow here like there is in Denver, but it's just as cold, oh my gosh. Anyway, I'm really excited. I love December. December is awesome. Christmas is amazing. I don't know, I love the whole time of year, I love commercialism, I love ads, I love people trying to sell me stuff.

I'm kind of weird like that.

Not a lot of people like that. I had this tradition when I was in high school, I would wear a Santa hat every single day to school the whole month of December. You might think of that and you're like, "All right, that's kind of cool. Awesome job, that's neat.

You're a teenager, you can pull that off." It's funny because I've totally been doing that as an adult and you don't get the same effect as when you're a kid. People look at you like, "Hey, you must be going to a party.", or "what?" I've actually been wearing my Santa hat every single day to work with Russell.

He'll be sitting right next to me and I've got this Santa hat on and we're Skype calling with people and video conferencing and things like that and I'm wearing this Santa hat. I know Russell thinks it's hilarious, but I don't think everyone else has thought the same thing.

Anyway, kind of funny and I'm wearing it right now. It keeps your noggin warm. It's kind of awesome. I keep my hair pretty short because of the Army, so it keeps my dome piece nice and warm.

Anyway, I am very ... What am I trying to say here? I am very, very serious though when I say I do love the commercialism. As far as what the meaning of Christmas is supposed to be, things like that, it messes with that, but I like sales so it makes sense why I like the commercialism part of it. It's funny because I went to Kohl's and I was walking through Kohl's.

You get out to the checkout line, and I had a huge lesson from Kohl's, thank you very much Big Brother Kohl's. I walked out and I was at the cashier. I hand him just a few shirts that I was getting. It was like $50 and at the end of it they hand me this receipt and they go, "Congratulations, you saved $153 today." I was like, "What the heck? Okay, thank you.", and I just walked away.

I went and I showed my wife and I was being all cheesy about it, you know, big hyperbole. I was like, "Guess what, I saved $153 today by spending $50." She was like, "Oh my gosh, that's so awesome." I love that psychology. It's like, wait a second, so I saved 153 by spending 50.

This is the save by spending mentality. It's really clever. They don't tell you how much you spent, they tell you how much you saved. I've actually been going back to each one of my sales funnels and at the end of the page, on the confirmation page, I show how much they saved.

There's a receipt on how much they spent, but I specifically say on there, "Congrats. Thanks so much. You saved ...". If I can't put a dollar amount I at least put a percentage, you know, "You saved X and X percent."

I make it the difference between what my down-sales were and the deals I was giving and the funnel, things like that. It's actually been really cool.

I recommend to all you guys, you guys go back and start doing that. Toss in some kind of save thing that's kind of a positive reinforcer after they've spent money, not just the fact they got to product. Need some more positive reinforcement. I was thinking about how cool it is.

I was thinking about all the different courses I've gone through. I think it's Frank Kern, Frank Kern has got this course, I think it's Millionaire Marketing Formulas. I think that's the name of the course. In there ... Actually it may not be that one. Anyway, whatever. He said "credibility doesn't matter nearly as much as believability."

That's why you have testimonials and things like that. Credibility does not matter nearly as much as believability.

For Kohl's, that's the only part that kind of left a little dirty taste in my mouth is these guys were saying I saved $153 on a couple shirts. I can see in some stores how you would spend that much money on it, but for Kohl's it's not like it's the crazy upscale places they go to. It's almost not believable. They're leaning on credibility. To me it's like, "Ugh, everyone knows what you're doing and it's really dirty feeling."

You know what I mean? That's kind of the feeling that comes out with it. If they brought that price down a little bit, "You saved $153", what the crap, I wouldn't have spent $153 on two shirts anyway.

I guess if I saved, I would've spent $200. I would not have spent $100 on each one of those shirts, they're not that nice. It's just a couple of tee shirts.

Make sure that what you're doing ... Anyways, those different things started popping through my head as I was at the checkout line. I was like, "That was not that believable.

You're leaning on credibility and it's not nearly as important." Kind of the cool part that Frank Kern says about that is "The way you establish believability really, really quickly is through testimonials.", especially if you're going to do some kind of price thing like that, like, "Congrats, you saved $153", have somebody else say that, a third party. Bring somebody else in.

Anyway, I think it was also from him, yeah it's from Frank Kern, he said, "Value needs to be greater than your price." I'm sure you guys have been to my main site, salesfunnelbroker.com. If you haven't you can check it out. You'll see on there that I give away the actual site, the one you're going through, as my front-end hook to get your email address.

I know if a lot of you guys have got that, I mean hundreds and hundreds of hundreds of people a week right now are getting it because that's a big deal. Every time I build a sales funnel for somebody I charge at least $10,000, and I'm giving you the entire thing away.

That's just for a funnel that I charge at least $10,000 for, that's just for a funnel. I'm giving you an actual website that I built inside of Click Funnels. I'm not going to lie, that took a lot of extra time, usually more than it takes me to build a funnel. I spent well past 200 hours on that site and I just gave it to you for free.

The value needs to be greater than the price. I'm giving away so much value. I've got a ton of people who've been coming to me the last little bit and they've been saying like, "Hey, tha...