The $100 Startup: Reinvent the Way You Make a Living, Do What You Love, and Create a New Future

Many business owners talk about their work in terms of the features it offers, but it’s much more powerful to talk about the benefits customers receive. A feature is descriptive; a benefit is emotional.

launches are built primarily through a series of regular communications with prospects and existing customers.

now I do it for free. With the right people and on my own terms, I enjoy it—especially without the pressure of knowing they are paying me to deliver. I’m not always able to offer helpful advice,

Also, having a high-end version creates an “anchor price.” When we see a superhigh price, we tend to consider the lower price as much more reasonable…thus creating a fair bargain in our minds.

Despite the diverse backgrounds and regions, I heard the same story over and over: “Before my price increase, I was worried that no one would hire me again. After the price increase, I realized how easy it was, and I wish I had done it sooner.” In most cases, the change was anticlimactic. Clients said, “OK, sure,” and moved on.

Every day, people purchase $1,000+ courses that cost virtually nothing to distribute; all the costs are in development and initial marketing. When you think about the price of a new project, ask yourself: “How will this idea improve my customers’ lives, and what is that improvement worth to them?”

we reward our members by decreasing the price the longer they remain in the program.

Most of us like to buy, but we don’t like to be sold. Old-school marketing is based on persuasion; new marketing is based on invitation.

ask if they’d be willing to pay for what you’re selling.