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What a $3,000 coaching sale looks like

This is what a $3,000 sale looks like:


August 2021, New York: I open up my email. A copywriter I follow is talking up another copywriter named John Bejakovic.


“This guy’s got some really interesting stuff to say,” he says. “You should subscribe to his email list.”


Alright, I say to myself. I’m looking for more copywriters to study. So I subscribe.


February 2023, Bangkok: I’ve been reading John’s daily emails on and off for the past 18 months. At the end of every one of his emails, he promotes one of his courses. I have never bought one of them.


Now, he’s raising the price of his flagship copywriting course.


Well, I’ve been meaning to sharpen my copy skills for a while, I say to myself. And this course sounds really good. I’d better buy it now. 


So I buy it.


January 2024, Los Cabos: I get another email from John. He’s offering a newsletter coaching program for $3,000.


I’ve wanted to start a newsletter for a while, I say to myself. And I know John’s pretty good at the “making money sending emails” thing.


So I sign up.


This is how high-ticket coaching sales usually works. Somebody enters your orbit. They passively consume your content for a few months, or a year, or maybe even 2 years.


Once they reaaaaaaaaaally get to know you, then they’re ready to pay you big money.


There’s this business school statistic that you need to hear from a company 20 times before you’re comfortable buying from them.


If you sell high-ticket info products, it’s probably more like 200 times.


The good news is, after you “touch” someone enough times, they’ll get comfortable with you. Then, they won’t be so squeamish about buying from you anymore.


Psychologists call this the “mere exposure effect”. Basically, the more times you see something, the more you grow to like it.


It probably dates back to when we were hunter-gatherers on the plains of Africa, working our butts off to survive. If you saw something over and over again and it didn’t kill you, maim you, or poison you, then it was probably safe.


So if you want people to know you’re safe, show up on their computer screen. Over and over again.


Show up in their Instagram feeds. Show up in their Facebook notifications. Show up in their YouTube feeds. Show up in their podcast app. Show up in their inboxes.


Keep showing up, and little by little, your business will grow.





P.S. Want some help showing up in front of people every day? Send me a reply.

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