Russell Brunson

What's going to happen?

By you pulling your credit card and actually putting the money in, what's going to happen?

you're either going to freak out and cancel two days later, or you're going to be like, I made a financial commitment.

It hurts a little bit, right?

We could have sold two CCX for 100 bucks, right?

But then you're less likely to show up, right?

The more expensive it is, the more likely you are to actually do something, right?

The people who pay me 50 grand in your inner circle, guess what?

They show up and they do the thing.

People who pay me 150 grand for category keys, they show up and do the thing.

People who pay me 250 grand for Atlas, they show up and they do the thing, so they've made a financial commitment.

So the best way you can serve somebody, getting them to actually make a financial commitment,

Okay, because where you put your money is where your heart's at, right?

You see this with people all the time.

This is like scriptural, like where our money is where our hearts are, right?

Like where do you spend your money at?

Where do people spend their money at?

If they're not willing to spend money for the thing you're trying to get them to do, they're not actually bought in, they're not actually invested in this, right?

And so the best way you can do it is by getting them to come over that loop and actually invest money, right?

And so how to scale this out, losing your mission and your identity, is understanding that the way that you actually fulfill your mission, you actually fulfill your identity, is by getting them to take the steps.