From free to paid

Hey there,

Yesterday we covered why free was the right price for the masterclass during the first 6 months.

Today I want to show you how I turned it into something I could charge for, without losing what already worked.

Thing is, just because something is free doesn’t mean it’s easy to say yes to.

Over time, I started paying more attention to the people who didn’t join.

What I heard was consistent:

• “Why is your webinar so long?”

• “What are we going to do for 4 hours?!”

• “Unfortunately that’s 4 AM here”

Though it was remarkable (and humbling) to see ~10 people join at crazy times!

And so the objection wasn’t money. It was timing, format, and duration. And when those things didn’t meet their expectations, other objections like fit and value gave them reason enough to say no.

So I built a new option: An on-demand version with immediate access. Same frameworks, content, and clarity. But now, zero waiting.

And this option came with a price tag. Because now, I had not only baked in dozens of upgrades, but I’d eliminated a real pain point that would get people off the fence and experiencing wins, faster.

I could’ve stopped there, but I didn’t…

When I look at the live masterclass, it was doing its job - for me and the attendees.

For me: As you learned yesterday, it drove $110,000 in referrals and upsells.
For attendees: They showed up, got real value, and learned alongside peers.

So instead of penalizing my business and the people who appreciated it, I kept it.

Now there are 2 paths: One for the people who are ready right now, and another for those who want to see me work live.

Both are viable. Both have a role. And both are better because I listened.

Here are your 2 big takeaways:

One: If people are resisting your free offer, there’s probably hidden friction you can fix, and maybe even monetize.

Two: If something free is working, you don’t need to (and probably shouldn’t) kill it in the name of making more money.

In part 4 tomorrow, I’ll share a very common, very debilitating pitfall that I was careful to sidestep while updating the masterclass.

📌 Want exclusive bonuses for the new masterclass?

The only way to get them is to join the waitlist (closes Aug 29).

🤘🏼

P.S. My friend, Peter Giordano, helped me think through the pricing strategy I shared today. Check out the brilliant ideas he shares each week.

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