SFR 92: The Purge of Pricing

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I STOLE from Russell Brunson when I was poor (one of his favorite stories), but here is what I learned from it....

What's going on everyone, this is Steve Larsen, you're listening to Sales Funnel Radio.

Welcome to Sales Funnel Radio, where you'll learn marketing strategies to grow your online business using today's best internet sales funnels, and now here's your host, Steve Larsen.

Steve Larsen: Alright guys hey, real quick I just want to let you know about the time that I stole. Okay, I do not condone this behavior, I have since gone to these people and said sorry, and actually this is one of Russell's favorite stories, 'cause I actually stole from Russell.

I stole from Russell when I was in college and we had nothing, we had like hardly any money, and I knew that if I just could get my hands on one of his courses that I would be able to be successful with the thing that I was going forward with. It was true, and I was, and it was great, but I got a copy of his course from a bootlegger and I don't totally know how, I think I was poking around on YouTube trying to find versions of it and things like that. I was like I've just got to, if I could just do this one piece I know I'd be successful with it.

I went and I, there was some guy in the description who was telling everybody, hey if you need copies of X, Y and Z go ahead and reach out to me. So I was like sweet, oh awesome, and I feel bad, like don't do this okay. This was a stupid thing, it was a very bad decision and I don't know what else I can say because I mean it's not right and I do take that seriously. You know what's funny is so I got the course and I learned a lot from it, it was great, it was awesome. It was actually Dot Com Secrets X, you know one of the earlier courses.

I shouldn't say earlier, I mean he had been having lots of courses out there and stuff. But this one was a three month course, it was awesome, I went through it. It was fantastic, it actually was very life changing for me, it was very life changing. Changed what I was doing, and I mean it was awesome. I was laughing that I ended up getting hired by Russell, and one day I was like I've got to tell Russell this story.

For the sake of number one apologizing and you know I obviously offered to pay for it, I offered to pay the price for the course and everything, you know I felt bad. I mean it's wrong, and it's not something that I'm honestly proud of that I did, but I often would sit back ... The reason I bring this up is because I would often sit back and I would think to myself, like why would this marketer, why would this guru, why would this individual not give his course away to me for cheaper? It was a question that would go through my head a lot, not that I was mad, I wasn't mad at all, but I was just like gosh like why can't I get this?

I would love to go through this course, I would love to learn what this guys teaching, maybe it could change my life. I knew that I would take it seriously, if I could just have the content, if I could just have the stuff, right?

What's funny about the whole thing is that, okay so I ended up going and I got the course and I went through it and I applied it and it was great. A lot of times what would happen was there were these pieces of jealousy that I would kind of go through, this is kind of early on in my endeavors on the Internet anyway. I'd kind of get jealous and a little bit mad and be like come on, like give this to me cheaper, I would love to have this thing. I was excited when I finally got Russell's, but I was ... I just wanted the discount, you know, and you may have gone through this before, I just wanted to know. I just wanted the discount, I just wanted to be able to go through the content.

There was, I think I was in the gym, I think so anyways, I'm recalling a lot of memories right here. But I was listening to a podcast of Russell's, okay keep in mind I had just stolen a course from him.

I had stolen the course and what I learned from the whole thing was that he basically said that like look I don't discount prices, pretty much ever, because if you can't afford this thing it means you actually need it even more. I know it's kind of a weird way to say that, but think about it this way, if I ... Let's say I was in like high school okay, in a high school when I was going through these different classes, or even in college when I was going through these different classes. Actually college is probably a better example, you don't start at the senior level classes, right? You don't, what happens?

You'd go into the senior level classes, obviously there's like some crazy person out there who probably did, and did great at it or whatever. But you don't start at the senior level classes, you start at freshman level, and you start with basic stuff, and you start with foundational things and you hustle through a little bit of Mr Miyagi type of things out there. Like why am I doing this? Paint the fence and the floor, you know stuff like that.

It's good that an individual wants to be able to go and get the course, that they'll go and they want to pay coaching, to get coaching from the guy. They want to be able to spend time doing the thing, you know what I mean? What I realized though is that a lot of personal development happens inside of business because prices are set as they are.

Meaning, when I couldn't get to Funnel Hacking live, I had to do a ton of stuff, a lot of experimenting, a lot of soul searching. A lot of grinding, a lot of problem solving on my own that I would not have had to have gone through if I had just been able to just buy the tickets outright. I had to get creative, I was trading tickets for funnels. Back and forth, and back and forth. What's funny is when I learned that, when I realized that, that's what was going on, and that was the lesson I realized that I actually fell in love with the fact that I didn't have money for it.

Now not the fact that I didn't have money, but I started learning to love the problem. The problem being that I did not have money to get the thing. When I knew that what a guru was offering was a good thing, when I knew that the product they were offering was amazing, when I knew that it would change my life. If I had to work that much harder than the other guy just to have the money to buy it, I knew that I would actually do it, I knew I'd actually apply it.

How many times have you bought a course and you've never actually done anything with it? Okay, how many books are sitting on your bookshelf that you've actually never read? It's the exact same thing, and obviously I believe in learning with purpose and you guys all know that. I don't just learn anything for the sake of it, if I need to solve the problem in front of me then I'll go read the related books and take the related courses, but I don't just read just willy-nilly. I don't go anywhere, like whatever.

But what I'm saying is I don't discount prices, and it's for that exact same reason, I don't discount prices. Russell didn't discount prices, when I finally left college and I had learned that lesson, and I fell in love with the purification that comes with ...