When people hesitate to buy, there's a natural instinct:
Reduce the price.
Maybe we can make it cheaper.
Take something out.
Create a smaller version.
Find a price they feel comfortable saying yes to.
But Claude Hopkins led me to a very different way of thinking about it:
Don't reduce the price. Increase the certainty.
That's what happened with our Money-Making Websites.
They were more expensive than a regular website.
And I could have tried to make them cheaper.
But that would have meant removing some of the very things that made them work.
So instead of reducing the price, I focused on removing the uncertainty.
What would have to be true for someone to look at this and think:
“Of course I would do that.”
That meant making sure we had everything necessary to produce the outcome.
It meant being selective about who we worked with.
And ultimately, it meant putting the risk on us instead of them.
The more certain I became that we could produce the result...
...the easier it became to make an irresistible offer.
That's an important distinction.
When someone doesn't buy, we often assume the objection is price.
But sometimes the real objection is uncertainty.
Will this work for me?
Can I trust this?
Am I going to get the result?
What if, instead of lowering your price, you put your energy into answering those questions?
Better proof.
Better selection.
Better onboarding.
A better process.
A stronger guarantee.
More certainty.
Before you discount your product, ask yourself:
What could I do to make the outcome feel more inevitable?