Context line: they say the new price is more than they expected
When somebody tells me $199 is more than they were expecting, they are comparing it to an app, and that is a fair thing to compare it to.
The app will give you a program. It will not watch your Tuesday video and rewrite Thursday before you get there.
If $199 is genuinely not in the month, say so plainly. The self-run version is $39 and it is the same programming with me taken out of it.
DM me the word PRICE and tell me which of the 2 you want.
Use when one sentence kills every sale. Never mock the objection.
Hook 14
02The False Confession
Context line: charging too little made me worse at the job
I charged $149 a month for 2 years and it made me a worse coach.
At that price the month only worked at 20 clients, and 20 written check-ins is more reading than I can do properly on one Sunday.
From October it is $199 and the list is capped at 12, which means your week gets read twice rather than skimmed once.
$199 a month, 12 places, and everyone already on the books keeps $149 for as long as they stay.
Use when your best advice sounds like a mistake. Never confess something a client paid you to fix.
Hook 02
01The Callout
Context line: not for people whose first question is the price
The new price is not for anyone whose first question is whether it is cheaper than last year.
It is not cheaper. It went up on 1 October and it is not going back down in a sale in February.
What the extra $50 buys is 12 names on my list instead of 20, and a check-in written by somebody who read your whole week before answering.
$199 a month. 4 of the 12 are open.
Use when you know exactly who you are not for. Never aimed at a whole group of people.
Hook 01
Each post above names the Hook it came from, so the formula is reusable after you have changed the numbers to your own.
03Where these usually go wrong
The common miss is apologising in the opening line. Name what got smaller, which is your client list, rather than defending what got dearer.
The Vault is the numbered index these formulas come from. Every Hook carries a use and a never, and every change is dated.
