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 … - Alex Hormozi

This is also the reason that the supplement industry ($123B, Grandview Research) is twice the size of the health club industry ($62B, IHRSA). They both accomplish the same perceived objectives — “being healthy,” “losing weight,” “looking good,” “increased energy,” etc. — but one is perceived as more valuable because it has lower “costs.” People are more willing to pay $200 for supplements than they are a $29/mo membership. Taking a pill, or drinking a shake, is so much faster and easier than going to the gym everyday. Hence . . . valued. Crazy world we live in.

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.

In marketing and customer acquisition (the process of getting new clients), there are just as many variables that must all align to truly “knock it out of the park.” But with enough practice and enough skill, you can turn the wild world of acquisition, which will throw curveballs at you everyday, into a homerun derby, knocking offer after offer out of the stadium.