How To Price Your Offer

How to Price Your Offer

Why Pricing is Key in Making a Profit in Your Business


They put on their Bears jerseys and had a plan to sell snow cones at their brother’s baseball game.

I asked them how much they were planning to sell the snow cones for…

Their pricing decision was BOLD but it made EVERY bit of difference.

Initially, Natalie said they would charge $.50 for a snow cone.

Rocco agreed.

Then we did some math.

We tallied up their expenses. Most of their expenses were sunk costs i.e. we own the table, snow cone machine, power cords, and even had a bag of ice. But they needed a few more flavors.

Their COGS (cost of goods sold) was $9.50.

When I asked the kids how many they thought they could sell, they thought MAYBE 10…

Then I showed them how 10 x $.50 would mean GROSS sales of $5.00….and NO money in their pocket after 2 hours or more of hard work.

Natalie didn’t like that too much.
Rocco pointed out that NEXT time though, they would have left over syrup and ice and their COGS would be ZERO…

Natalie still didn’t like working for nothing TODAY.

I asked why not charge MORE.

They said how much?

I said how much would YOU pay for a snow cone on a hot day when there’s NOTHING else around and you’re stuck at a baseball game?

He said, $2 or $3…. 

We all agreed $3 might be a tough ask…not impossible but for their first run, a stretch. They needed to build confidence.

They settled on $2.

Their mother thought $2 was HIGH. MY mother thought $2 was high.

But the MARKET spoke loud and clear.

They had a tough time with their location.
No one could see them…

So Rocco walked the crowd and SOLD directly to the people.
Natalie locked down ops/customer service.

They sold 9 Snow Cones.
No one balked at the price.

They closed up shop a little early and chilled for the remaining half hour of the game.

9 x $2 = $18 gross

had they charged $.50 they would have grossed $4.50
had they charged $1 they would have grossed $9.00

Pricing was the KEY to PROFITABILITY 

Imagine what they can do when they’re location is in the middle of the ACTION and they get their system DOWN.

The race to the bottom (in pricing) is usually the RACE TO BANKRUPTCY…

Consider RAISING your prices, INCREASING value, and being efficient over lowering your prices to compete with “everyone else”.

Thanks Natalie & Rocco for an AWESOME effort and wonderful lesson!

I’m Matt Dubiel and I approved this message.

How to Double Your Revenue

How to Double Your Revenue

How Mattress Firm can double your sales/income this year:

matt dubiel double your revenue mattress firmThese are just a few of the MATTRESS FIRMS in the area.
Have you noticed sometimes there’s a mattress firm across the street from ANOTHER mattress firm?
There’s a reason for this. Some have rumored it’s because they launder money or something weird like that.
The truth is, sometimes people come up with kooky stories like that to explain away success they don’t understand.

Here’s why Mattress Firm is seemingly everywhere.

#1 The offer something every person needs. Everybody sleeps so they need to be available to everyone.
#2 Mattresses are not cheap. It’s somewhat of a high ticket investment. They do not need to sell that many mattresses to make enough to pay for more locations, overhead, advertising, and leave room for profit.
#3 Mattress Firm ADVERTISES constantly. They know they need to stay top of mind so when you finally decide to plunk down the big $$$ for that mattress THEY are the ones you think of, they are the ones you call, and they are the place you visit. And just incase you try to go somewhere else, you MAY have to drive past a mattress firm to get to the other guys.
#4 Mattress Firm has SOLID messaging. They know what to say to get you to think of them and buy. In fact, they know what to say to the majority of us who think we don’t need a mattress. Their messaging is “experts say you need to replace your mattress every 10 years”. Who says? Mattress firm says…and then they pay other people to say it. Then YOU hear it, and you say it to other people to.
#5 Mattress Firm is now committed to advertising. They threw their hat over the fence so to speak. Now that they have so many locations, they MUST advertise otherwise the whole thing comes tumbling down. Since advertising costs money, they MUST have solid messaging to recoup their investment.
#6 Mattress Firm has to be certain about their sales process. Since they’re pot committed to the process of lead generation via advertising, they MUST be sure their sales team is trained to handle the traffic and demands of the prospective customers.
It all started with a decision.
Mattress Firm decided: We are in the business of selling mattresses, so we need to tell everyone we can Mattress Firm is the place. We need to seed future customers with the idea that they should replace their mattress every 10 years. We need to be a leader in this marketplace.
What’s your decision?
Did you decide to wait for customers to come to you, by the luck of the draw?
If you decide you want to go after your future business and make things happen – I have a million dollar idea waiting for you.

How to Dress on Your Live Video


I recently spotted an article from my friend Sam Ovens pop up in my feed titled

Decision Fatigue: Why Successful People Wear The Same Clothes Everyday

This is a great article from Sam about how great minds wear the same thing over and over to reduce decision fatigue – and the thought process behind it.

It reminded me of a post of mine from way back…where I detail how wearing the same signature outfit or uniform can help you establish your identity in live video. This has been done since TV began, from Mickey Mouse to Pee Wee Herman. Here’s how:

PEE WEE HERMAN, Steve JOBS, and Mickey MOUSE….

(originally posted on my Facebook Page March 18, 2015)

What can Pee Wee Herman, Steve Jobs, Mickey Mouse and Arthur Fonzarelli (when’s the last time you read that name!) teach us about sales, psychology and positioning?

It’s so simple, it might surprise you.

Most of those mentioned and pictured are fictional characters, but Steve Jobs, Donald Trump, and even Adolf Hitler all emulated these characters in one simple way…

They all wear the same “outfit” or don the same “look” every day. They have a costume that tells you who they are.

Or at least it APPEARS that way to their audience.

Really what they do is ENSURE when the public is watching, they ALWAYS look the same so they can build on the momentum of anchoring their character and persona to their LOOK.

This is done with cartoon characters for 2 main reasons.

#1 The first reason, is to simply and easily reinforce and remind the audience of the character’s identity without having to start from scratch each time. Eventually you get to know this CHARACTER so well, you feel like you know them, right? That’s the anchoring and the snowball effect of doing it consistently.

#2 The second reason this is done, is for CONTINUITY. In cartoons, it makes things real easy to manage porduction. For TV shows even more so. Watch Shark Tank and when you see a change in clothes from one of the Sharks, it’s because they shot scenes on another day, and/or the continuity person messed up!

Some theatrical outlets will take it a step further and assign certain music to a character when he enters the scene. This is often done on radio and during sporting events. #32 steps up to bat and they play the same Pitbull song every time.

The TV Show Breaking Bad even took it a step further and if you watch closely, they had groups of characters wearing the same colors depending on character alignments etc. They got DEEP into the psychology of the viewer.

So WTF does this have to do with you, sales, marketing, and positioning?

Besides simplifying your life by wearing the same thing as this article suggests:…/science-simplicity-successf…/849141/

The HUGE take away for us is this:

When you’re doing online video, or get called for that TV appearance on the local news, or perhaps something bigger….PUT YOUR COSTUME ON.

You’ve got to have a look and have it ready, and then be DISCIPLINED about flawlessly executing it….when and where people will see you. EVERY TIME.

If it’s always the same look, you will build up momentum anchoring your character to your look and over time that will have a HUGE snowball effect on your positioning and your income.

Later, you can reposition if you’d like and doing so with a NEW LOOK is how that is done. A great example of this in the online space is a surfer dude with long hair and a beard who now dons a suit and a short cropped haircut. He’s still the same guy, but he’s transition his audience and anchoring it to his NEW look.

This will also fix LOTS of continuity issues for you when it comes to your online video, pictures etc.

The good news is, this doesn’t mean you have to be dressed like Pee Wee Herman ALL THE TIME….but if you are Steve Jobs and it’s that time of year for the Apple Keynote, you’ll be prepared to put on your black mock turtle neck and your blue jeans wink emoticon

The inevitable nature of sticking to a set of rules and a framework for the WAY you do things is that later, when you’ve done the work and followed YOUR rules, you can break character and wear something that will get everyone snapping out of their trance and notice the change….when the time is right.

If for 10 years we see Steve Jobs in his self chosen uniform, and then he comes out on stage dressed as Woody from Toy Story to announce the final Toy Story Movie, people will notice…and talk. Mission accomplished.

If you do nothing else, find YOUR look…and then be consistent on your videos with that look….keep that continuity as you develop your following and all your special personality quirks, language, other unique traits….AND value will be anchored to THAT look…which will help you build momentum like never before