Last week we spent a lot of time talking about pricing, and I wanted to sort of wrap up this conversation with something you need to thin,k about whenever you’re unsure of things.

Because really, pricing is more of a mental hiccup than anything else. You usually wind up doing mental sit-ups over this issue, for nothing.

The bottom line is, you and I piss away money all the time on the things we want. And we rarely stop and think about price.

Right?

Of course.

There’s literally only one time price is an issue, and if you pay close attention to this famous quote, you’ll “get it” right away. It’s a quote offered up by John Ruskin, from the 1800’s, called “Common Sense vs. Nonsense” and it goes like this (I used to use this years ago when I was a financial planner and was charging fairly significant estate planning and business succession planning fees.):

“It’s unwise to pay too much, but it’s worse to pay too little. When you pay too much, you lose a little money — that’s all. But when you pay too little, you sometimes lose everything, because the thing you bought was incapable of doing the thing it was bought to do.

The common law of business balance prohibits paying a little and getting a lot — it just can’t be done. If you deal with the lowest bidder, it is well to add something for the risk you run, and if you do that then you will have enough to pay for something better.”

Remember, price is NEVER an issue unless there’s an absence of value. And also remember, your customers and clients evaluate your worth, the way you’re asking them to. So if you make everything about your high prices, then guess what?

So will they.

If you make it about value, then so will they.

This line here, “The common law of business balance prohibits paying a little and getting a lot — it just can’t be done,” can either make you or break you.

The good news is, it’s up to you to decide which outcome is yours.

Now go sell something, Craig Garber

P.S. Discover the “8 Reasons Why I Selected This Particular Niche Market” (that recently paid me $84,000 prior to doing any work in it.) It’s on page 3 of this month’s Seductive Selling Newsletter, which you can test-drive for free at http://www.kingofcopy.com/ssnl – Free online video, free 30-day trial plus 15 bonus gifts all yours now.

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