someone has to do. Then think of all the reasons they wouldn't be able to do it, or keep doing it - Alex Hormozi

Price is what you pay. Value is what you get.

When you raise your price, you increase the value the consumer receives without changing anything else about your product.

The degree of the pain will be proportional to the price you will be able to charge (more on this in the Value Equation chapter). When they hear the solution to their pain, and inversely, what their life would look like without this pain, they should be drawn to your solution. I have a saying I use to train sales teams, “The pain is the pitch.” If you can articulate the pain a prospect is feeling accurately, they will almost always buy what you are offering. A prospect must have a painful problem for us to solve and charge money for our solution.