Few months ago, I was traveling in Australia with my family. I wanted to experience a CrossFit workout here so I signed up for an early 6AM Saturday class. I felt excited.
Come Friday evening. I went out for dinner, then joined a friend for some drinks. It started getting late. I wanted to continue hanging out but I remembered that I had booked a workout session the next morning.
The next day I woke up at 5:30AM. I felt like sleeping in, but shook the feeling off and drove to the gym.
I did rope climbs. Rows. Snatches.
By the end of the workout, I felt alive. I felt proud for showing up and not missing the workout.
But this isn't a story about my amazing willpower to go for a workout. I showed up because I had skin in the game.
I had paid for the class.
The more you pay, the more committed you are
People rarely appreciate free.
We have a 99% attendance rate at Underdog Con. Any guesses why?
That's because we charge a fee.
Education is dead
Pricing is tricky.
For years, I've believed people should pay for workshops and courses, if they want results.
Whenever we run a free webinar/occurrence, show-up rates will be around 40%. That's a far cry from the attendance rate with a paid event like Underdog Con.
But I also recently learned a truth: While individuals can pay for education, they don't really want to. Why? Simple.
The more something is available, the less valuable it appears.
YouTube. ChatGPT. Google.
So instead of selling education, I'm pivoting to selling access and results.
Case in point. We initially priced Authentic Impact at RM790. After gathering feedback, we've decided to re-price it to RM199.
Our thought process:
- Still, avoid "Free"
- But charge a nominal fee to allow access. (Something that most can afford)
- Deliver more value than people pay. (When they say it's expensive, it's because they don't see a bang in value for their money.)
When you join Authentic Impact, you learn how to:
- Use storytelling in your marketing. Which has been the one deciding factor if our marketing will succeed or fail.
- Kill imposter syndrome. I bet it's the thing that's holding you back from doing the marketing you want to do.
- Create impact. You can't create impact if you don't share your ideas and put yourself out there.
But the most valuable thing about joining the workshop is getting access to two world-class marketers:
- Dean Yeong, who shares experience working directly with the founder of AppSumo, a $80 million business
- And... Reuben Ch'ng, a marketer who constantly "does things" and shares only the real stuff with you.
Join Authentic Impact this Saturday (15th Feb)
