Get More Clients Newsletter with Jason Lew
Posts
What It Really Takes to Attract High-Paying Clients

What It Really Takes to Attract High-Paying Clients

part 1

Jason Lew
November 22, 2024

This lesson cost me two years and a good chunk of change.

But as they say, failure is just the down payment for future success.

Flashback to 2021: I’d just come off my first multiple six-figure year as a coach. Feeling bored with my course creation program, Hidden Genius, I decided to pivot.

I doubled down on 1:1 coaching, focusing on helping top performers navigate beliefs like judgment, uncertainty, worth, money, and risk.

I rebranded. I relaunched.

It was slower than I expected, but I chalked it up to “needing more time.”

By the second launch, though, I knew I was in trouble. Cashflow was non-existent. Worse, I had no clue what I’d done wrong.

Looking back, there were many things I could’ve done differently, but one stands out:

“People don’t care how good you are until they understand what problem you solve.”

And … not all problems are valued the same.

When it comes to sales, perceived value is everything. It boils down to these three questions:

What are the consequences if I don’t solve this problem?
What is the outcome worth to me if I do solve it?
Does that outcome significantly outweigh the discomfort of purchasing today?

My rebrand failed all three:

What are the consequences of not overcoming judgment? Mild discomfort, sure, but no real urgency.
What is overcoming judgment worth to me? Hard to quantify—kind of abstract.
Does overcoming judgment justify a $16k–$24k price tag? Not really.

The result? A colossal mistake.

In an upcoming email, I’ll share what I did to remedy my mishap. But for today, I encourage you to take inventory:

Are you solving a problem your clients truly value?
Are the consequences of not solving it clear?
And is the perceived outcome worth the investment you’re asking for?

If you’re missing the mark on any of these, it might be time to recalibrate.