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.
If you’re a personal trainer and you settle for a student telling you that their motivation for joining your training program is “to lose weight”, then you will almost certainly have a student who will not stay the course.

The reason they will fail to stay the course can be found in BOTH parts of Warren Buffet’s quote:


First, “I want to lose weight” is NOT a WHY (as defined by Simon Sinek). It’s a result. It lacks any emotional resonance. There is too little
motivation or too
little value to justify the price to be paid.

And that leads into the second part. Do you remember last week when I told you that it “always COSTS MORE THAN YOU PAY financially”? I noted time and fear of loss (of their game) as two other costs the golfer would have to bear.
There is also COMMITMENT.

“Losing weight” is a result that requires a great deal of commitment.
So the value needs to be large and measured in a real
emotional definition.

To justify commitment the consumer needs something they
value emotionally.

Now think again about “Break 85” and where it fits.

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