How To Sell a $100 Lesson for $4000

This is super smart and simple when you are making the right offer to the right group of people.

The example on the episode is selling a surfing lesson, and here is how they do it:

  • Choose a specific market
  • Identify a huge problem the market has
  • Show the market on how big the problem actually is (rub salt in the wounds)
  • Educate the market how to fix the problem themselves
  • Offer a comprehensive ‘done for you’ solution to the problem

In this case, the solution they offers was an experience that they will remember for the rest of their lives.