*Ultimate Pricing Guide: how to price your online course or coaching program PROPERLY

Hey guys, it's Will. And in this video I want to talk to you about pricing. So this is something that I get asked about all the bloody time. What should I charge for my course? What should I charge for my coaching program? What should I charge for my community? Should I have a backend? Should I sell people a book or a lead magnet first? Oh my God. So many questions. And in this video we're going to go deep, we're going to get them answered, hopefully all of them, forever, once and for all. So this is going to be a super fun and a super valuable video, hopefully for you guys. I'm going to try my best for you. Okay, now I've written loads of things here on the board. These are critical but, but I'm going to leave them for last because this is kind of, this is like the glue behind all of the rest of this. So let's start with.

The big question.

What should you charge?

Now I've written two things here. Value equation one, value equation two.

And these are the two ways. These are essentially my principles that I thought up to help my clients with their pricing. I've actually never ever seen anyone describe these or reference these or use these in the past. So these are unique to me and I want to share them with you. So to begin with, value equation 1.

What is the 12 month value of what you're helping people with? Whether it's a community, a course, a coaching program, a mastermind, if somebody buys from you? And let's keep this, let's keep this simple and organized. So for most of the people that I hear from, that I work with, that I speak to, they're selling some kind of coaching program. So let's use that as our guide and as our reference. Okay.

So let's say you sell a coaching program which is going to usually include something like online training course, group coaching or one to one coaching, maybe a community element, although I don't suggest it, but let's just say that it's something along those lines. My first question to you would be, let's say someone buys from you right now. Well, where are they going to be in 12 months? What's the value? What's the outcome? Where are they going to be in 12 months time? So let's just say, for example, you sell a investing offer of some kind and let's say the 12 month value is to keep it simple, $100,000. So on average, if someone buys from you today in 12 months, again, this is not the absolute best outcome. This is not the absolute worst outcome, this is the average, on average they make 100k.

If that was the case, then here would be my suggestion. You should be charging somewhere around the 10 to 15 to 25% mark for that, depending on other factors that we're going to cover in a second by the way. But largely about 15% is fair. So if you could get someone 100k, you should be charging about 10, 15, 20k. So they give you 20, you get them 100. Spot on. That is, that's value right there. That, that in my opinion is what business is all about. Someone pays you this much, you make them that much, you're happy, they're happy. Solid, long term business. That's, that's how I think of that. Value equation number one. So what's the 12 month value on average charge? Roughly 15% of that. Okay, now you can see I've drawn these three arrows and I've given you three examples here. Real estate, stop drinking alcohol, knitting.

Now these are three of my favorite offers. Don't ask me why, but I just really love these offers, these clients that I've been able to and been lucky enough to work with. And I really think that these offers are strong, they're unique, they add a lot of value to the world for the right person. And we're going to get into that in a second. And I've actually written three examples of pricing as well. So I'm currently working with a lady who sells a real estate offer who charges $7,000 US. In the past I worked with an alcohol coach who charges $8,500 US. And in the past one of my other clients sold a knitting program for $1,000. It was actually 995, but I put $1,000. Okay, so three examples there. Now I just want to take a second to walk you through what I believe to be the 12 month value to start putting this stuff into context for you. Okay, so real estate, now that's an obvious one. If you learn to invest well into real estate, you can make a hell of a lot of money. You can make a hell of a lot of money. That, that goes without saying. We all know that. So 7K. If anything, it's on the low end. But that's only her front end. And again, we'll talk about front end and back end in a second.

But that's the first thing she sells, not the last thing, not the only thing that she sells. Okay, next, the alcohol offers. Now let's kind of just test you for a second and see how well and how deeply you understand value. And this is going to be very revealing for you. So to the right person, what do you think the 12 month value of stopping drinking alcohol is?

Let me know in the comments section below the video what your answer is there and I'll share my thoughts. Now to the right person. And by the way, this guy sells to entrepreneurs, high level executives, right? People with great, typically high, well paid careers.

And sometimes these guys can be on the brink of divorce, they can have terrible relationships with their children and even their friends because of alcohol. It can have massive damage on their health, on their weight, on their skin, on their just, just everything when it comes, on their sleep as well. So it can be a really detrimental problem, a life ruining problem, a career ruining problem to these high level people. Okay, so the 12 month value in stopping drinking alcohol and solving those things to the right person is massive. It's completely life changing. You can live longer, feel better, sleep better, maintain and better your relationships, enjoy your life way more. Just on and on and on and on. So to the right person, 8 1/2 k complete, no brainer. And the value could be 50k, 100k, 250k and beyond. Just not losing your job as an executive or a CEO is worth hundreds of thousands to the right person. Not getting divorced from their love of their life is worth. I mean it's priceless. It's absolutely priceless, isn't it? To the right person. So can you start to see how value actually runs quite deep? So again, 12 month value, 10, 15, 20% of that. And finally the knitting example. Now this always blows people's mind that there's somebody out there and obviously it's a friend and a client of mine who is selling a knitting offer for a thousand dollars. But I think it's, and this is not the craziest example, I could give you crazier examples and I might just sneak one in later in the video for you towards the end as well, which is my favorite, even above, above the knitting offer, but nonetheless knitting offer, course, community, just the standard stuff. But again, to the right person, let's just say theoretically you're 70 years old or whatever, you don't really go out much, you don't have a big amazing social life, you're not young anymore, so you're maybe not travelling around the world and so on and so forth. And maybe you love knitting, that's your passion, it's one of your hobbies. You do it to fill your time and find fun and enjoyment and fulfilment how valuable would it be to be surrounded by other people that are just like you, that are a similar age, that are in a similar position, that also love knitting and the patterns and the making the items, maybe even selling the items, who knows? There's tremendous value there, but only to the right person. So to me there's no value. I don't knit, I don't want to knit, right? All I want to do is make these videos, work with my clients, smoke cigars, read books and just learn and build stuff. And that's my, that's what I absolutely love to do with my life. Learning and sharing what I learn with, with all of you. Okay? But to the right person that, that is a tremendously valuable offer. Okay? And you could argue on the 12 months values here in terms of the monetary, the impact on people's lives. So this is where you've got to use discretion essentially and just think about what you're helping people with, what you can realistically achieve for them and on and on. Okay, so what's your niche, what is the outcome that you're selling, who are you selling it to and what's the 12 month value? Now I just wanted to add this in for you here. Price and this is good. God, is this fucking important? So please, please listen to this and write it down. Price has a huge impact on client quality and client commitment and also refunds and chargebacks. Okay now I've drawn a graph here sales cycle and I've just written a few things on here. So a book at the top course and coaching down here, service and done for you down here, even working with people for a full year down here and I've written 85k because I've literally just last week launched a brand new offer where I help people who have info businesses that make over 25k a month net profit to prepare them for sale, sell them for a seven figure multi seven figure exit. And I just closed my first one of those, it's actually a pair of clients last week and the offer is $85,000 and I work with you for a full year and I not only help you with structuring for exit selling your business but also building the next thing as well. So it's quite a cool offer but it's pretty, pretty, pretty expensive. It's not cheap and it's a year of my time. So it's a big commitment on my part as well as the client's part and that's why I've put that right down there and up here, I've put a book. Now, as you guys all know, I wrote a book over the last year and a half and it came out in April this year. If you don't know about the book, it's called how to 10 million sell your knowledge and make millions. I'll put a link to that in the description if you'd like to check it out or even buy a copy. And that book is very, very, very cheap. You can buy it from my website for 10 pounds, like $12.95. Everybody has 12.95. You know, if you're watching this on a computer or an iPhone, you have 12.95. And that's why I've put that right up here at the very top. And as this scale moves down, okay, the price increases, the client quality increases, the level of commitment increases, and refunds and chargebacks go the opposite way. Okay? So now I'm not going to lie to you here.

When I was running ads to, to sell my book, I'm actually not running ads at all right now. But when I was selling ads to, to sell my book, I would get refunds and it would be, it wouldn't be many. I mean.

Three in, in 100 customers, four in, in 100 customers, for whatever reason, you wouldn't even believe me if I told you some of the reasons. It's absolutely wild. But, but that's my point, right? When you sell cheap things, you attract.

Low client quality, low commitment people that are not really bought in. They buy it on a whim, they don't really care. And you attract a lot of broke people, whereby. I remember one guy that asked for a refund. I mean, my God, $12.95. And this guy sent like seven emails to my support inbox, like desperate for that 12.95 back. Now I ain't judging anybody. I know there's people out there that don't have very much money, right? And we all start there. God knows I've been there earlier in my life. I don't come from a rich bloody family. My mum used to work on the checkout in a supermarket for over 25 years. You know, my dad used to deliver food door to door. So I have been poor. I actually, the first two houses I ever lived in were called council houses. They're basically like government housing, that kind of thing. So no disrespect meant to anybody there when I say that someone was fighting for a $12.95 refund and how pathetic I now would say that that is, okay? But that's the reason for the scale. And I just want to make you very aware of that. Now, to me right now I only sell apart from the book, right? I only sell very high level coaching programs. So I've got a group coaching program, a one to one coaching program and a done for you coaching program along with a very high level mastermind. And now the, the sell Your business offer $85,000 and you can only pay that in full, by the way. And that's like another mechanism to stop the wrong people coming in and only have the right people come in. Because I know that the right people can pay that in full and the wrong people cannot pay that in full. So that in itself is like a mechanism to stop the wrong people from buying. Okay, now we've covered some of the key fundamentals there. Next, let's talk about value equation two. Now we're going to go one layer deeper here because.

Down here you've got to start thinking about unit economics, advertising costs and scale. Now let's start with scale. So if you want to make significant amounts of money selling courses, coaching workshops, masterminds, whatever, you have to run paid ads. There is, there's no other way to scale than with paid ads, full stop. The reason for that is you cannot control organic. So if you post a YouTube video, you can't control how many people see it. If you post a.

LinkedIn post, you can't control how many people see it. If you run a paid ad, you can control how many people see it. You can buy as much traffic as you have the money for. So it's an amazing thing. And that allows you to build almost a conveyor belt of customers and actually control your scale. And if you want to make more, you spend more. And if you want to make less, you spend less. So paid ads are the only way to scale and feeding back from that. Well, if you run paid ads and you want to scale, you're going to have ad costs and ads. The more you spend, the more expensive they are to run. Therefore you've got to consider unit economics when you price your program. Now I can tell you.

Almost for a fact.

That if you want to scale to the numbers that I've scaled to in the past, half a million a month, 750,000amonth, touching on a million a month, number one, you have to run ads and number two, you have to either sell high ticket and buy high ticket. I mean if you want to scale to those lengths, you should be charging at least $5,000, ideally 6, 7, 8 9, $10,000 or higher. So you've either got a sell high ticket or you can sell a book that then goes into a high ticket on the back end. And that's exactly what I was doing when I was running those book ads, by the way. So I would sell the book at a loss and then book buyers would buy the coaching program and that would be the profit. And we were doing about 4.1, so we'd spend a thousand and eventually make 4,100 back from those ads. The reason we turned them off, just to give you an insight here, was because the sales cycle, it was taking like four to eight weeks for a book buyer to join the coaching program. So we would have to go down, down, down, down, down to then go up into profit, then go down, down, down, down, down, down, down, down, down, up into. Prof.

Right. But there are more efficient ways to scale than that. I won't go any further in this video because it's not relevant to pricing as such. So value equation number two. Do you want to scale yes or no? If you do, be aware of ad costs through being aware of ad costs. You've got to understand unit economics and really you've got to sell something for at least $5,000 if you actually want to scale fast, easy, a lot easier and sustain the scale as well. Okay, now feeding on from that again I just want to touch on these six points. So point number one.

Not only what is the value, we've talked about 12 month value, but also what's the impact that you're going to have on people's lives. And the best example of this is again the alcohol offer to save your health and not die earlier, to save your bloody marriage with a person that you love, to save your relationship with your children, your friends.

The impact of that offer is phenomenal, Matt, phenomenal. Well worth eight and a half thousand dollars to the right person, remember?

And that's the next thing to the right person who will actually achieve the value and also appreciate the value and has the problem. Now let's bounce over here for a second because this is the perfect segue to the problem and the severity of the problem. The more severe a problem, the more money that someone will pay and the easier they will buy from you as well. Make sure you write that down critical.

The worse the problem, the more severe the problem, the worse the consequences of not solving the problem. And this can be either solving pain or for the people that work with me, like my clients, by not working with me, they are potentially losing out on hundreds of thousands, if not millions of dollars. So the consequence for some people, for the right people in not working with me across their lifetime is potentially millions of dollars. And I've actually made four people into millionaires now over the last couple of years of doing business coaching. I've made four millionaires now, which is quite cool. So the problem, the severity, the consequence of either not solving it or not getting the outcome that you could get. And also what's the time and effort of getting it yourself? Because if it's a very simple problem.

That you solve, like let's say that you help.

Skinny young men.

Bulk up, well, it's not a severe problem, right? And the consequence of not bulking up is not going to be significant pain, it's not going to be significant damage. They could do it themselves if they really wanted to with enough time and effort. So naturally that is going to be a harder thing to sell, not impossible, but harder. And you can't charge.

A large amount of money for it because it's not significant, it's not severe, not a massive problem. The consequence of being skinny and not getting muscly, I mean, talk about a fucking first world problem. Oh, I'm skinny? Oh no. Fucking hell. So it's just not important. You know, whereas I say this in my book, Health, Wealth, Relationships, those are the major three because people, if you don't sort your health out, you die. Massive problem. If you don't have money, well, this is not a very nice world to live in. Massive problem. And if you don't have love and fulfillment and good relationships and good friendships, well, that's, that's not good for a human because humans are animals of people and relationships. So again, it's a massive problem. Right? Now what you can sometimes do is let's say you teach something that you feel is, you know, it's not that big of a problem, not that deep of a consequence, it's not that severe. But sometimes you can actually tie it back to one of those big three things. And if you can do that successfully, and this is a topic for another video, by the way, because what we're talking about now is unique mechanisms, is angles. This is stuff that I go very deep on in my online training program that my clients get access to because it's just so critical. So it's a subject for another video. But you've really got to create a great angle, a great unique mechanism to set you apart and also trigger the, the, the pain a lot of the time that then enables you to charge More enables you to close more people and inevitably have more of an impact on the world, which is really the root of, of what we do as, as coaches. It's to help people. And that's why the mission company, the mission statement behind my company is make money, have fun and help people. Because that's, that's what we do. That's what we should all be doing. All right, now next, let's talk about organic or paid ads. Now, for those that don't know what organic means, organic is social media content, YouTube videos, tweets on Twitter, posts on LinkedIn Reels on Instagram, it's content. Now, like I said earlier, you can't control eyeballs, you can only control ad spend. Which is why if you want to scale, primarily the way to do so is ads. Now, for me, I'm actually tracking to have the biggest net profit month of my entire life this month in September. So cash collected with no ads, my company this month will do touching on if not just more than $400,000 cash collected and AD got a team of three, the profit margin will be 88%, 89%, 90%. So I'm not saying that to brag, I'm just sharing that as an example here of you don't need ads, but if you want to control your scale and scale far, you do need ads. Okay, now there's another thing to think about. Organic builds a lot of trust. And when people trust you, they will pay more for what you're selling. They will. It massively reduces refunds and chargebacks. I've had one refund request for my coaching program in two years. One ever. Seriously. So, and that's a product of my reputation, what I've done in the past, selling my last business, being very open and honest and transparent here on YouTube about my numbers and showing you guys proof and on and on. So that builds a lot of trust which allows you to charge more and more people buy from you a lot easier. You're also going to have a higher close rate as well.

Paid ads do not build as much trust. So you've therefore got to follow up more. You've got to nurture people more. You're going to get objections on sales calls a lot more and vice versa. So nothing is just do this and it's easy. One of my mentors, Sam Ovens, once talked about first and second and third and fourth order consequences. So if you do this, you've then got to deal with that and you've got to deal with that and you've Got to deal with that. So if you make paid ads, great, you can control your scale, but it's very low trust. Because of the very low trust. You've got to do more, you know, share more proof and testimonials and results and your backstory. You've got to follow up, you've got to have email sequences that follow up and on and on and on. So yes, there's a positive here, but there's a bit more of a negative there. Organic wise. There's a massive positive here of trust, but there's a negative of scale because you can't scale it. So there's a negative here, but then there's a positive there of the trust and the rapport that's built through organic. Okay? So I just wanted to mention those because they're very important to bear in mind. Now let's just come back over here. So there are layers to what we can sell. And this really corresponds to the graph that I put up here as well. So low trust, low price, mid trust, mid price, high trust, high price. Now you can just go straight in here and you can build trust through organic, through a good vsl, through a survey, through a triage call before people get on the phone, get on a closing call. So there are ways to actually play with this stuff. You can also sell a book like I do or did in terms of ads. Then when you've built trust, boom, come down here. And then when you've built trust, cool, let's go down here. Right, so you can kind of bring someone in to let's say a very cheap community. That's like. And again, you don't want to go too cheap because you'll attract cheap people and that can be very damaging. So you might have a $12 book, you might have a $49 a month community.

You might sell initial consultations for 499, build trust, add value, then bring those, those prospects into the bigger, better main offer. Your coaching program, your workshop, your mastermind, whatever. And then later down the line, and we're going to talk about additional problems in a second, by the way. But later down the line, well then they might need a software, they might need sales reps, they might need this, they might need that. Then you can sell those additional services to them as well. And this is going to build up what's called lifetime value. So someone might buy, let's say a $10 book and then a.

$10,000 coaching program, then a $50,000 mastermind, and on average 32% of your customers might follow that path and now your average lifetime value is way higher. You can then scale your ads. So can you see how it's a game of mathematics when it comes to. And again it comes back to unit economics, which if you want to build a big, strong, long term, sustainable, predictable and high scale business, these are the elements that you've got to kind of keep in mind. Now there is one thing that I forgot to put on here which I'm very glad that I remembered. So.

Talk about that in a second.

And just before we get to recurring because recurring, wow. I mean, I'm going to have to tell you a story to frame that properly because that can change your business and change your bloody life when you sell recurring. So we'll get to that in a second. Before we get to that, I just want to cover these extras with you. So not a lot of people know this, but let me just give you context. So let's say that you sell a $5,000 program. Okay. Well, some people might pay using a payment plan. So if you close someone and they pay two payments of two and a half, well, when you close that deal, you've captured 5K in revenue, the full amount. That's what revenue means, the full sale. But in cash, you've only collected two and a half.

Revenue to cash ratio. Why is this important now? This is less important if you're organic and a lot more important if you're running paid ads. Okay, let me just give you that caveat there. You never want to go below 55%. So if you make 100,000 revenue in a month, you want to collect at least 55k cash. And what you do not want is to have loads of outstanding payments due or accounts receivable as it's kind of professionally called, because it's just worrisome, it's cumbersome. A lot of people won't, won't pay because that's just the nature of human beings depending on the offer and the price. Again, but it's just a dangerous way to operate a business right now. In an ideal world, and this is hard, but in an ideal world you want to do what we do at my company right now, where it's 100% cash. And again, we're going to talk about recurring in a second. But I'm very lucky because my business is 100% cash collected, which is really helpful and really fantastic.

But just keep that revenue to cash ratio in mind. And if you're high on that scale, it's usually a reflection that your Price is too cheap, okay? So if you're collecting like 80% cash, it's a reflection that your price is almost too. It's almost certainly too cheap, right? Because you don't want that many people to pay in full, okay? Unless it's like a model that we operate, which I'll tell you about in a second, you don't want that many people to be able to pay in full. It's a reflection that your price is too low. Also, close rates can be a reflection that your price is too low as well. So you should ideally be closing.

As a founder, as a CEO, you want to be closing at about 32%. That I've found is the sweet spot. If you're above that, your price is too cheap. And if you're below that, let's say that you're the founder of the company, you're the face of the brand, and you're closing 15%, something is very wrong. Or if you're closing 20%, something is wrong. It's either your price is too high, your offer is too shit, you are not good enough at closing, you're not a good enough salesperson, or you haven't built enough trust ahead of the call, or something like that. So if your close rate is really, I mean really below 32% as a founder, as a CEO, something's wrong. And if it's above, something is very right. And your price is almost certainly too cheap, okay? So that's a nice way to understand where you're at there. And finally, scaling and margins. So again, in an ideal situation, this is what usually happens when things are built properly built, well built, right? You, you decide on an offer, you decide on a price, you start making content or making ads. You build a VSL funnel. Typically you book sales calls, you close the sales calls, and when you do all of that, well, properly from the start, you're going to be getting a 3 or 4 or a 5x or maybe more cash ROI. So you'll spend a thousand, make six thousand or whatever. When I first ever turned ads on January 2020, I'll never forget it, man, I was doing like 12x. Now granted, I was spending like a thousand dollars. So. So very, very, very low ad spend, very low ad spend. But I was like hyper profitable. And here's what you then do. You scale into that profit, because you don't need that much profit, okay? It's ridiculous. So you spend more on ads, spend more on ads, spend more on ads, spend more on ads. Then your profit naturally comes down. But you make more overall, right? So would you rather spend a thousand dollars on ads and make 12,000 back or spend 10,000 on ads and make like 20 back? Right. So it's a game of amplification, not just roi, but it's all these things, it's all these elements that come together. So it's trust, it's price, it's rev to cash, it's close rate, it's the problem, the severity of it, organic or paid, or you're running ads or not, what's the offer? Where are people on this scale? So you've kind of got to bring all these things together holistically and then that allows you to essentially charge the right price and maximize profits and maximize the people that you're able to help.

And attract the right clients, not, not the wrong clients. Because by attracting the wrong clients it's going to be so stressful.

It'S going to be a million times harder. You're going to get more refunds and chargebacks, you're going to get bad reviews. So if you get this stuff wrong, it can be terrible and it can destroy you and destroy your business and in some cases destroy your life.

If you get this stuff right, you're going to have way more fun, it's going to be a million times easier. You're going to make a hell of a lot more money a hell of a lot easier. And this is why I'm making this video. Because I want to try and save you from the bad and get you towards the good. And if any of you need any more kind of help with this, you want to go through my training program, you want me to get on a one to one with you and kind of tell you what to do so that you're not just guessing and risking making a big mistake here and getting it wrong. I'll put a link in the description, head over to the Work with me page of my website, booking a call and we can have a conversation about me maybe helping you just to get this stuff right. Because again, if you get it wrong, it can cause so much fucking. Just, it's just not good. It can stop everything from working. Getting this stuff wrong can stop the business ever working. Getting it right could make the business work. And again, it can be the difference between millions of dollars over the long term. Okay, now one final thing to be discussed here is recurring. So somebody asked me this earlier today. They said, will, when should you charge recurring and when should you charge one time, right? And my first thought that comes to mind is, are you Running ads or not? Okay? Because if you're running paid ads, you need your price to be as high as possible and you need to collect as much of it in cash as possible within reason, like we talked about a second ago, okay? So if someone says to me, will I am running ads and I want to scale, right? Or charge one time, charge high ticket, charge at least 4 or 5,6k. If not, if not, more. And the more the better because the higher your price, the easier it is to scale, the further you can scale, just everything is easier and better, okay? Or if you said to me, well dude, I'm just, I'm doing organic, you know, I have no intention to scale to the moon. I just want to make something small, 50k a month, 100k a month, 150amonth. Well then you can do one time, you can do recurring, you can have a backend, you cannot have a back end, okay? It feeds back from what you want, okay? So you've got to kind of know what you want and then reverse engineer that to get it. It's like anything in life, if you don't know what you want, how are you going to bloody get it? Okay, so that's really important to know. Do you want to scale, yes or no? Do you want to do big numbers or 2, 3, 4, 500amonth plus or are you okay with smaller numbers? 30k, 50k, 100k a month, right? And then you can kind of work backwards from there. Now for me, I currently charge for my main coaching programs, I charge recurring high ticket, okay? Now if I sold them as one time programs, then they would be, I mean, God, 15k for my group program, 35k for my one to one program.

75, 85, 95k for my done for you program. That's what the prices would be if it was one time, okay? But because I'm not running ads, I prefer to charge way, way, way less than that and therefore I can work with more people, number one. So it's still high enough whereby the client quality and the client commitment is solid. Okay? So it's just on, it's even my cheapest program is more expensive than some people's one to one high ticket program. And that's just because of my background, my experience, you know, everything that I've done and learned and so on and so forth. But I prefer to charge less and just recurring and just let people come in and leave whenever they want to leave essentially. And then I get more customers as a byproduct of that. It's better for the customer as well because they're not paying this, they're paying this and they can just stay as long as they want. So some people hop in for one or two months and leave because they've got what they need. Some people stay with me for actually. I mean, my longest customer has been with me for 13 months and they've actually paid six figures, almost multi six figures now because they've been in for so long and they've bought my Mastermind twice and they bought my workshop once and, and on and on. So this is the reason why I like it. Easier for people to buy from your number one. Better for cash flow as well because you've got recurring cash flow coming in and it's nice to have like a list where, all right, the first of the month, two people are renewing. Third of the month, one person's renewing. Fourth of the month, four people are renewing, you know, so. Or due to renew anyway because obviously there's churn and it's just the way to go, you know. And after, in my last company, I sold one time and it almost killed me because it's just like a constant, constant grind. When you charge one time and you're running ads, it's just, it's like a battle. It is a battle, it's a stressful battle. But that's the price that you pay. If you want to scale, that's the price that you pay. And for me, I don't want to scale, right? I actually don't really care. I mean, I've got more money than, than I bloody need by, by far. Millions. Millions. Millions. Millions of dollars. So I just do this fun. And it's funny because one of my mentors once said to me, will, when you no longer need money, that's when you'll make the most money that you've ever made. And that. That's true. I can bloody tell you that for a fact. But that's a subject for, for another video. Okay, so should you charge recurring or not? Well, are you going to run ads? Yes or no? How far do you want to scale? Okay. And then work backwards from that answer. What's your niche? How severe and big and hairy is the problem? Who are you selling to? Are you selling to.

Everyday kind of poorer people? Or are you selling to CEOs, entrepreneurs, executives? So it's not as simple as should I charge recurring. It's not as simple as what price should I charge? I wish it was because this would have been a much shorter video okay. But I'm just keeping it real with you guys. This is the stuff that you need to know. This is the stuff that gets you to a million a month. This is the stuff that allows you to build a saleable business, a saleable asset. So I'm just keeping it real with you guys. This video is long for a reason. And I go to these depth, depth, depth. I go to these depths and lengths because I know that only serious people are still watching this video right now. 40 odd minutes in, most people will have left. They'll be watching a cat video right now. They'll be, you know, I don't know, going out and getting drunk right now. They'll be watching TV and wasting their time in their lives.

But we are different. And if you're still watching this video, then I know that you're serious and serious people get serious results.

So if you can commit to watching these videos in full and taking action on this stuff, you're going to have serious knowledge, you're going to take serious action, you're going to get serious results. So I'll leave it there for today, guys. Really hope that this has helped you. Any questions, hit the comments section. Please subscribe if you haven't and I'll see you back here next time.