If you’ve bought a Christmas decoration recently, you’ll know that the cost to make something has little to do with the price they charge.
Compare the advice from Warren Buffet below with how we often market and promote improvement or coaching.
Is the value the lesson or the deal (two free)? If we’re promoting the lesson as the value, then why are we giving it away for free?
Actually, someone else said it, but I can’t find who to credit this quote. When it comes to any form of coaching purchase it is hugely important to appreciate this message.

Stop and think about what those six lessons (despite the fact they’re only paying for four) are going to cost the golfer.

‘Time’ is an obvious one. You can even reflect on time in more
dimensions than just the time on the lesson tee. You’ll probably ask the golfer to practice.

‘Loss’ might be less obvious. Whatever their game looks like now, they’ve lived with it. They’ve survived. But they’ve heard “you have to get
worse before…”

When you’re marketing or promoting, it's important to understand these feelings. There are more. While you’re drinking your coffee today, write some more down.

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