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- [00:05]
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Wake up.
- [00:06]
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Your competition is asleep. It's you against the world.
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And if you want to win, we.
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Need to get a few things straight. Your business is a mental war. Your success is a mental war. And making money is a game. And the game of money starts in your mind. This podcast exists to help you weaponize your brain through advanced marketing mindset and money concepts. To have what others don't, you need to know what others won't. Your future fortune awaits. Welcome to the War Plan podcast.
- [00:42]
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Hey, my friend. Welcome to the War Plan podcast. Today we're going to talk about why charging what you're worth is a lie. It's a bad idea. It's not true.
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It's a ruse, I tell you.
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We've heard people say this. You got to charge what you're worth. Know what you're worth. You got to know your worth. This is all wrong, okay? And I'm going to tell you why, and it will help you. If you look at what most people do and then you just don't do that, that alone can get you pretty far, you know? And there's these things people say that aren't true, but they feel good and they sound true, and they're maybe sort of true, but they're half truths. They're called truisms. And other examples of a truism is like when people say, time is money, time is money. That's just not true. And that particular truism is completely false. It's not even partially true. And time is money is wrong, right? Because time is not equal to money. In fact, time is infinitely more valuable than money. And it's almost embarrassing to compare the two. Time is so precious, it's unquantifiable, right? And so time definitely is not money. Money is way less valuable than time. I mean, how many people would trade away all of the money they have in their bank account and all of their assets to live another year on the earth? Like tons of people, right? They'd give away all their money for a little bit of time. And if you have a local business, this is important to understand, because affluent people are buying time. That's what's for sale. That's what they're purchasing. They're purchasing convenience. They're buying their time back. And if you think about it, poor people, what they do is they give away a whole bunch of their time for a little bit of money. And wealthy people give away lots of money just for a little bit of time. They buy experiences, right? So anyway, back to truisms, right? Charging what you're worth. You hear this. And on the one hand, it's good, because if you're undercharging or you don't value yourself, it's a good first step to, like, say, no, I do a good job. I'm worth it. You know, like, that's good. That's good. Get you in the right head space. But what I want you to understand is, logically speaking, what you're even selling right now has nothing to do with you. So when you're pricing a service, for example, and people on the Internet and on Facebook groups, they argue with each other. Oh, that person just doesn't know your value. You were what was for sale? A service is what was for sale. The perceived value of some set of choreographed things that were proposed. They said no. Well, they didn't see the value in that. It has nothing to do with you. Now, you play a part in helping uncover that value to them. You play a part in helping persuade them to see the value for what it is. Right? Like you're the choir director of that experience. From the phone call to your literature, to the tonality of your voice, to the way you petted their dog Fluffy, or whatever, all of these things contribute to you. Trying to uncover the value of the thing that's for sale. But be really, really clear. What's for sale isn't yourself. You're not selling yourself. So charging what you're worth is a misnomer because you're worth infinity. The value of you is incalculable. Oh, I kind of said that, right? Incalculable. You can't measure or quantify the value of you. Your value as a human being made in God's image, created in this dirt body with this eternal spirit. C.S. lewis said, you don't have a spirit. You are a spirit. You. You have a body. You're priceless. So we don't need to charge what you're worth. We need to have more accurate thinking. We need to just think through what is even for sale in the first place. And I made a super short podcast called Price is a Feeling. And that's true. The price that you charge creates a feeling in your buyer. And if you have a low price, it creates a good feeling for a certain type of buyer that's looking for a bargain or a deal. And if you have a high price, it causes a good feeling in a different type of buyer who feels good about buying premium things, Someone who feels worthy of pampering themselves. Right. Or. But they don't mind buying back their time or they only want the best. And the price wasn't good or bad in either scenario. But both scenarios produced a feeling in a particular type of buyer. Are you picking up what I'm throwing down right now? You don't need to charge what you're worth. You need to charge what that feeling that you created for your customer is worth to them. You might want to rewind that. Listen to that back. What's for sale is the outcome for your customer, not you. You're not for sale. The outcome, the promise of an outcome is for sale on the front end. And then when you deliver on that promise and deliver the service or give them the taco out of your taco food truck and they eat it and they feel a certain way while they eat that that outcome is what was for sale the whole time. And so marketing is helping them understand what it's going to feel like and the status that they're going to derive and all these things. Right. Some other truisms that are not true off the top of my head is you hear people say money doesn't grow on trees. You ever heard that Money grows everywhere on trees. That's totally wrong. An entrepreneur definitely did not say that quote. That did not come from an entrepreneur. Because, you know, John sees a watermelon. An entrepreneur sees $10 daiquiris for sale. Right. You know, entrepreneurs don't look for more resources. They look on how they can become more resourceful. How can we take what's in our hand and create more value out of thin air? Because we understand what's actually going on. Time is not money. Money grows all over trees. You can make lumber and paper and you can build houses and there can be fruit trees and you can do all these things. And the best part about trees is that tre more trees because they operate off of a seed system. Right? It's crazy. So don't believe these lies. And then my favorite truism that's totally wrong is you can lie to others, but you can't lie to yourself. Parents sometimes say this to kids when they're trying to shame them. You know, they catch them like looking at a dirty magazine or something. They're like, you can lie to me, but you can't lie to yourself. And I get it. You know, I don't think it's a particularly effective way to parent, but I understand what they mean. The problem is, is that it's not true. If anything, the exact opposite is true. It's probably easier to lie to ourself than it is to lie to anybody else, right? So ask yourself, what's the real actual reason you're stuck, you're struggling? What's the real reason you haven't gotten the breakthrough? What's the truth? Chances are you've believed a lie. You believe something that's not true. Maybe you thought, you know, I need to charge what I'm worth, and you haven't focused on the choreography and the persuasion of the outcome that you're selling. And you've never thought about how valuable those feelings are and those outcomes are to the type of person that you want to sell it to. You know, in a lot of ways, it's easier to sell more expensive stuff than it is to sell cheaper stuff. I've learned this many times in my business career. It doesn't take noticeably more effort or work on my part to sell a $50,000 thing than it does to sell a $5,000 thing. It's basically the same process, right? And I know there's some limitations. If you're a carpet cleaner in Wichita, you're not going to charge 100 grand to clean carpets. But this is a mindset. It's a way of thinking. It's a way of thinking. Sometimes I ask people, would you rather have a million dollar business where you work 10 hours a week or a $10 million business where you work 60 hours a week? And there's not a wrong answer to this, but I wish I could talk to you, the person listening to this, because the way that you answer that question tells me a whole bunch of things. And the reason that your stock has to do with things in your brain, lies that you believe, identity stuff, fear, all these things. And hopefully this podcast is helpful, and hopefully all these podcasts are helpful because that's our heart. That's what we want to do. I want to help you get what you want. I want to help you get out of your own way. I want to help you change the network of people that you're around and the people that speak into your life, that are speaking death, that are cursing you, that are telling you to get a real job, that are telling you to give up. Right? And those are just for the people struggling. On the other hand, there's people that are succeeding, but they're getting a different type of pressure that's also telling them a lie. You know, you gotta go bigger. 3 million, stupid. You gotta do 10. 10 is for losers. 30 million is where it's at. 30 million, that's pre game. You know, 100 million is where it begins right and nothing's wrong. There's nothing wrong with going for big things. I'm going for big things. But I don't want you to believe a lie. Don't charge what you're worth. Charge what the value of the outcome you sell is to the avatar that you're selling it to realize that you are infinitely priceless and beyond value. Time is not money. Money does grow in trees and you can definitely lie to yourself. So that's it. Hope this was valuable. Take care. God bless.
- [10:19]
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Do you want to weaponize your brain and turn it into a money making machine? Consider joining Warplan Coaching. You'll get thousands of dollars in exclusive courses and training, a private community, a chance to come to in person meetups at Warplan Studios, and access to myself for Q and A every single month. Want to know the best part?
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It's free.
- [10:38]
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Plus we'll send you a private weekly newsletter full of money making tips and cutting edge ideas. Just go to warplan.com to sign up. Hey, I'm your biggest fan rooting for you.
- [10:49]
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We'll see you next time.