Sold With Webinars Podcast
245 episodes - English - Latest episode: 12 months ago - ★★★★★ - 62 ratingsSold With Webinars is a podcast for entrepreneurs, experts, consultants, and information marketers who want to sell more of their products and services online through webinar sales presentations. Your host, Joel Erway, has been creating and delivering effective sales presentations for more than 8 years with sales totaling more than $10Million as a direct result. Through interviews with other successful entrepreneurs, you’ll discover how to leverage webinars as a simple, effective tool to sell more in your business.
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Episodes
Cracking the Code of Low-Ticket | SWW 241 with Laurel Portie
May 02, 2023 13:00 - 37 minutes - 34.3 MBLaurel Portie is an absolute rockstar when it comes to paid media, advertising, and being an A-player. If you have been following me for a long time, you know I’m not a low-ticket guy. But Laurel cracked the code with low-ticket using one of my offers: www.powerofferworkshop.com. In this episode, we break everything down: what Laurel did to make this all work, why I couldn’t crack this code, and how you can use this strategy to make your ads crush. If you’re curious about how to ma...
All-In On Power Offers | SWW 240 with Joshua Gavin
April 19, 2023 13:00 - 27 minutes - 25.4 MBJoshua Gavin is known as “The Offer Kid” and the founder of Ad Free Funnels. He was in our HTC program back in the day, and has a very unique skillset. I wanted to bring him on to share how he discovered Power Offers and how he used that to get to where he is today. Josh developed a funnel agency in 2020, transitioning from local business marketing to working with coaches and consultants. One of his VSL clients asked him to “build him a Mini Webinar like Joel Erway does.” Josh had no i...
My Week With Richard Branson | SWW239
April 03, 2023 13:00 - 18 minutes - 17 MBI returned from a week on Necker Island, hanging out with Richard Branson a few days ago. We sat down and talked about life, business, and things that only billionaires discuss. I spent the week reflecting on the phase I’m at in my career, where I want to go next, and what it means to everything I’ve done up until now. It has unlocked a new vision for growth, and I can see more clearly where I want to go next. Find out here. You’ll Discover You can do things w...
The True Power of the Power Offer: SWW 238 with David Mendes
March 30, 2023 13:00 - 56 minutes - 52.2 MBJoining me today is my client David Mendes, a young, ambitious, and successful entrepreneur from Portugal. We recently had a 20-minute consulting call, which is a bonus when you opt for the pay-in-full option on our High Ticket Courses Program. Once we hopped on the call, David admitted, “I don’t really have anything to say, I just wanted to thank you.” Turns out, he read my book “High Ticket Courses”, implemented the strategies, and his results were mind-blowing. So mind-blowin...
The Risk of Growing Too Quickly | SWW237
March 02, 2023 14:00 - 14 minutes - 13.6 MBHave you ever wondered about the dangers of growing too quickly? Let’s talk about what happens when you grow fast and what the expense is costing you for expanding too quickly. I have a valuable lesson for you if you want to overgrow. Find out here. You’ll Discover You don’t have to reach millions of people. [2:23] People who are blown up overnight come with a massive risk of having a weak foundation. [4:26] You got a rock-solid foundation when people battle for you when ...
Virality | SWW236
February 28, 2023 14:00 - 10 minutes - 10.1 MBHow do you make your stuff marketable? How does it become viral? Today, I wanted to talk about the essential aspect of marketing, which most people need to consider. I want to share the power of such a great, excellent, superior product related to vitality and word-of-mouth marketing. Find out here. You’ll Discover The most important part of marketing has the most superior product in the marketplace and word-of-mouth marketing. [3:45] Marketing becomes free, and you have ...
This 1 Investment Yields 10x Every Time | SWW235
February 22, 2023 14:00 - 11 minutes - 11.2 MBI want to share the most significant levers you can pull into your business anytime throughout your career and business. I am talking about masterminds. Masterminds have been paramount. The first mastermind I joined was Russell Brunson’s Inner Circle; it was a considerable investment for me. It pivots my entire business. Find out here. You’ll Discover: Masterminds made lifelong connections with people. [3:10] It builds your name and brand. [3:23] Finding new opportunit...
Do You Really Need Testimonials? No. Here's Why.... | SWW234
February 15, 2023 14:00 - 10 minutes - 9.84 MBI want to talk about something that I found very interesting. We recently wrapped up a launch for a private client and it was successful. Most people have a misconception when it comes to making sales and what’s required to make sales. As we were working on the campaign, we learned interesting things from this and I want to share this with you. Find out here. You’ll Discover There is a huge objection when you are launching a product. [4:41] Think about the desi...
The Wacky World of Webinars with Jason Fladlien | SWW233
December 16, 2022 14:00 - 57 minutes - 53.1 MBI’ve got a newly acquired acquaintance and friend that I recently met at WebinarCon. He wrote the book “One to Many” and is at the forefront of our webinar industry. His name is Jason Fladlien, the master of words. Jason went from Iowa-based rapper to becoming known as the $100 million webinar man and set the record for internet marketing with $57.9 million. He developed a technique that became well-known in the world of webinars. In this episode, we go over this technique in-depth...
WebinarCon Takeaways | SWW232
December 13, 2022 14:00 - 11 minutes - 10.8 MBI just got back from WebinarCon in Austin, Texas, and had the pleasure of speaking there alongside many guests and speakers. I wanted to share my biggest takeaways from speaking at that event and from attending and learning what other people are doing. It was a fantastic event. I also want to share with you why I have been so quiet lately on this podcast. Find out here. You’ll Discover The biggest takeaway from the WebinarCon. [1:13] There is a big push on diversifying your sour...
Gratitude | SWW231
October 05, 2022 13:00 - 11 minutes - 10.4 MBToday will be a little bit of a different tone. I got some unexpected bad news that happened over the weekend, and there is a lesson that I think we could all learn from. It is something that I take for granted every single day. Without it, we do have nothing. Find out here. You’ll Discover Be grateful for the opportunities and for being alive. [3:20] Show gratitude as often as you can. [5:40] We have a lot to be thankful for. [6:27] Nothing that we have in life is promised....
Virtual Estate Planning 101 with Laura Cowan | SWW230
September 29, 2022 13:00 - 36 minutes - 33.8 MBIt’s been a while since I’ve done a guest interview on this podcast, and I am very excited to share her experience with you. She is Laura Cowan from the Two-Hour Lifestyle Lawyer. She has been doing estate planning law and has been successful at it. Laura decided to launch a coaching business to meet the demands of the new normal in the world of law. Now, she is teaching other lawyers to replicate her success. You’ll Discover Your clients just care about the results. [13:48] Cli...
People Stealing Your Stuff? | SWW229
September 27, 2022 13:00 - 12 minutes - 11.7 MBWhat happens when you have the success that the rest of the market starts to adopt it? People start knocking it off and coming up with their own coined language for whatever you have developed. And now, it is being utilized in a whole different way. What do you do? Find out here. You’ll Discover Have a mindset of abundance and say, “Well, done. You have made an impact.” [4:20] Be honored that people have valued your intellect and opinion so much that they have evolved. [4:50] ...
The 7 Figure Sequence | SWW228
September 15, 2022 13:00 - 17 minutes - 16.7 MBHave you ever wondered why all of your friends or colleagues are seemingly doing so much better than you? Wonder why those people are succeeding? And it seems like you keep struggling. I got a new revelation of what’s holding them back from getting true success. Find out here. You’ll Discover The seven-figure sequence. [4:55] We all have been addicted to everything marketing is meant to do for our business. [7:52] The difference between marketing and sales is intent and urgenc...
What WiIl Cripple Your Success As An Entrepreneur? | SWW227
September 13, 2022 13:00 - 12 minutes - 11.5 MBOver the weekend, I hit a significant milestone. I want to create an important message regarding momentum, expectations, and progress. Too often, I see people make progress and then cannibalize their success. Doubts started creeping into their minds. Let me disclose what I am talking about. Find out here. You’ll Discover “Yeah” and “But” will cripple your success. [7:20] Look at your wins and progress. It’s positive momentum. [8:02] Skills have much room to grow. [9:12] Re...
The 1 Thing That Separates Million Dollar Offers From Flops | SWW226
August 24, 2022 13:00 - 13 minutes - 12.3 MBI’ve got something really exciting to share with you today. For those of you who are having success with offers or launched various offers, you know which offers works for you and haven’t worked for you. I want to talk about the number one thing that will determine if your offer will make a fortune or will flop. This will be a game-changer. Find out here. You’ll Discover Determine whether or not your offer will have success based on urgency. [2:39] A handful of people will come ...
New, Normal, Numb | SWW225
August 12, 2022 13:00 - 16 minutes - 15.6 MBI have a special message to share with you today. I listened to one of a fantastic content producer on a podcast, and he talked about this idea that I want to share with you today. This message is all about the idea of threshold and gain. Find out here. You’ll Discover A lot of us get comfortable once we achieve some level of success. [3:26] No pain, No gain. [6:36] Get out of your comfort zone. [6:53] Learn how to acquire clients through paid traffic and paid acquisition. [7:...
Why Aren’t Your Customers Buying? | SWW224
August 05, 2022 13:00 - 13 minutes - 12.3 MBI’ve got an interesting topic that I am excited to share with you today. Many people knew me as my method of transformation is through education or teaching. There is a lot of different ways that you can inspire people to take action with you. And this has been a challenge of mine. You’ll Discover There are many different types of buyers. [3:19] Get out of your comfort zone. [5:53] There are people who have a master mentality and there are those who are being controlled or slave...
Niches That Make Millions Even In A Recession | SWW223
August 03, 2022 13:00 - 16 minutes - 15.7 MBA lot of people are scared when it comes to recession. They are nervous, fearful, don’t know what to do, and they don’t know what niche is going to work. Let’s talk about what we are seeing as the most profitable niches and a little bit of insight of what is working really well when it comes to recession. Find out here. You’ll Discover Recession are where people want the most help. [4:28] Provide an income opportunity or side hustle for people in the world. [4:55] Create a caree...
Stop Selling From Your Heels!!!! | SWW222
July 22, 2022 13:00 - 9 minutes - 9.13 MBI just hopped off a call with a fellow listener. I like to share a very valuable lesson that hopefully people can relate to. Let’s talk about don’t sell from your heels. Also known as…. Don’t be a wimp! Find out here. You’ll Discover Two types of business owner in the world. [2:08] People do other different sorts of things, but it is a slow growth. [3:01] You have to be more aggressive in your messaging. [5:03] Stop being a wimp. Stop selling from your heels. [6:46] Make...
Your Clients Buy This Over Anything | SWW221
July 13, 2022 13:00 - 10 minutes - 10.2 MBI wanted to give you a little insight into what works really well in the coaching space. I was teaching something called identity power offers, which talks about the whole concept of understanding that your customers, clients, and the people that you are marketing to, want one thing. They want transformation. How do they see the transformation? Find out here. You’ll Discover They are looking to you as a leader, as somebody who they believe they can get great results. [3:13] They...
Can I be your caddie? | SWW220
July 06, 2022 13:00 - 14 minutes - 13.2 MBI wanted to touch base with you to talk about being your golf caddie. Over the past five to six months, I have been knee-deep in studying the art of interviewing. I love learning, and there is an art and skill to mastering an interview. There is something magical about an interview that you can’t get from solo content. And so, what is this idea of being caddie? Find out here. You’ll Discover When you watch to people having a conversation, you learn so much more about what’s really...
Sell the TOOL, not the hole | SWW219
July 01, 2022 13:00 - 13 minutes - 12.4 MBWe will talk about something a bit contradictory to what you have probably learned in the past. Have you heard the saying, “What you are selling your customers is the hole; you are not selling the drill?” Remember, your customers don’t care about the tool that gives them the result. I’m here to tell you the truth. This is a game-changer for you. Find out here. You’ll Discover So many of us can benefit from just selling the tool first. [2:18] Any number of different tools can cre...
The #1 Reason People Struggle To Sell Courses | SWW218
June 17, 2022 13:00 - 11 minutes - 11.2 MBI have a friend whose name is Greg Hickman and had shared something on his Instagram or social media. He published something in the past month that hit home and I wanted to share it with you. It led me down to a revelation; it is something that I’ve always known but never formalized. I will formalize it today, and let’s talk about the number one reason people consistently struggle to sell coaching programs and courses. You will learn a key lesson here. You’ll Discover If you help ...
Infocasts? Part 2 | SWW217
June 09, 2022 13:00 - 13 minutes - 12.3 MBWe have found something that had more benefits than a traditional webinar. The last episode of my podcasts had the seed planted for this new project - Infocasts. Let me give you part two of what Infocasts is and where to consider applying it. Infocast position the expert differently because it positions them as actual experts. I believe it will be revolutionary for all of us. Find out here. You’ll Discover Infocasts benefits. [3:26] Unlocked a new standard on how people want t...
Infocasts? Part 1 | SWW216
June 07, 2022 13:00 - 11 minutes - 11 MBI am going to speak at South America’s largest affiliate marketing conference. And I am excited to introduce to you this newest thing. The Infocasts. I got great people taking action and great things moving forward in the world of infocasts. Find out here. You’ll Discover Do interviews as your webinars. [3:07] Infocasts is going to be a game-changer because of its benefits. [5:55] Infocasts take the power of a webinar and allow you to increase your positioning because you are ...
Email Marketing and Deliverability with Troy Ericson | SWW215
June 01, 2022 13:00 - 31 minutes - 28.9 MBToday’s episode is something we’ve never talked about. It’s all about email deliverability access. I had a couple of issues with autoresponders running 24/7, and I connected with our guest - Troy Ericson. He is the guy who helped me solve the problem, and we ran a test on our list after he worked his magic, and we saw a 20% lift in it. He was doing Facebook Ads around 2016 and realized he didn’t want to do something normal. He took the next level with deliverability and just helping ...
Reinvention is Scary...? | SWW214
May 24, 2022 13:00 - 16 minutes - 15.8 MBI listened to copy chief radio, which is my good buddy’s podcast. He is talking about reinvention, and I thought it was pretty relevant as I am going through some internal reinventions. Today, let’s talk about non-marketing related. I want to share with you about reinvention. You’ll Discover Reinvention is the idea of pivoting and becoming somebody new. [4:59] When you start the process of reinvention, you start something new and become that new identity. [5:49] The number one f...
The 1 Hour Offer Challenge | SWW213
May 17, 2022 13:00 - 9 minutes - 9 MBLet’s talk about offers. I had a call today with a game plan client who needed dialing their messaging and offers. One of my favorite brain exercises is to help you come up with a compelling offer. It is a simple way to get you to think in terms of value to your potential clients. The challenge for you here is if you were given a short window of time to provide great results for somebody, and they only had an hour with you, What is it that you could do for them? Find out here. Yo...
If You Don't Go Big, Someone Else Might Get There First | SWW212
May 12, 2022 13:00 - 12 minutes - 12.2 MBI took a two-week detox from Facebook when I went on a vacation. I reduced my time on Facebook by 95%. I have been spending more time on YouTube. This episode will be a warning shot for a lot of you who are playing small and not learning the basics of marketing. A wave of marketers out there will dominate you, and their skillsets are no joke. You’ll Discover They know how to hustle and capture attention. [7:02] Some people are willing and able and have a skill set for marketing do...
Do you really need a funnel? | SWW211
May 10, 2022 13:00 - 11 minutes - 10.8 MBI spoke at an event in Austin, Texas, and I had breakfast with a client. We talked about her messaging, offer, and all the things that she tried and failed. What worked and what hasn’t worked, and we were just diving deep into an overarching strategy that worked and what hasn't worked. Many people are struggling and trying to hit some sort of next goal in their minds. Do you need a funnel? Let’s talk about this! Find out the answer here. You’ll Discover Be careful about who you fo...
Celebrity Engineering Principles | SWW210
May 03, 2022 13:00 - 13 minutes - 12.7 MBI want to talk about how to become a celebrity in your niche. And I have a story to share and a little piece of information behind this and it is interesting. It is a fascinating experience to get discovered and recognized by people. Find out here the formula to become the celebrity that you can become. You’ll Discover When you build yourself people are going to find, notice and recognize you. [4:16] You have to be interesting enough for somebody to follow you. [4:57] Consistenc...
Rant On The Coaching Industry | SWW209
April 28, 2022 13:00 - 10 minutes - 9.69 MBI am quite frankly sick of our industry and how some people run masterminds and coaching groups. I am not doing this to my own horn. Nobody should be threatened to be forced to spend money with their quote-unquote mastermind to help fix something that never ends up getting fixed. It is time to call out. Find out here. You’ll Discover You should never feel threatened. [3:37] The cultish mentality has to stop. [4:05] You should never follow somebody who makes threats about your ...
Friends Vs. Strangers | SWW208
April 26, 2022 13:00 - 10 minutes - 9.83 MBI wanted to talk about one of the simplest things that people can do to make massive action and momentum in their business. I have been working with a couple of clients. And they asked me and looked for that one big thing. Find out here. You’ll Discover Clients want consistency in every appointment and predictability in their business. [2:57] Many of us are so focused on Facebook ads. [6:33] People focus on talking to strangers instead of realizing that you have a lot of friends...
The Copywriting Secrets with Jim Edwards | SWW207
April 19, 2022 13:00 - 48 minutes - 45.1 MBWe have another very interesting episode of Sold With Webinars. When you write webinars, it involves a lot of copy. And avatar creation is one of the essentials in digital marketing. We are going to talk about copywriting with Jim Edwards. You’ll Discover An avatar is the representation of your ideal customer. [8:10] Know what is the pain that they are dealing with. [13:15] Get the words correct in the first sentence in your headline. [17:42] Make sure that your avatar is stra...
Change | SWW206
March 31, 2022 13:00 - 11 minutes - 11 MBI think a lot of people can relate to this podcast. I wanted to share with you a conversation I had with my friend, it is about change. This would be helpful for some of you, as you are going through your own journeys and experiences. Find out here. You’ll Discover Put yourself in a new environment. [3:30] The internal change. [4:44] The external change. [5:44] You need that zero to one shift. [7:57] Put on a different set of glasses and you are seeing the world through a di...
Is My Course Worth High Ticket? | SWW205
March 29, 2022 13:00 - 11 minutes - 10.7 MBI want to address a very common question that I get in my email inbox and it’s regarding high ticket offers. A lot of times when somebody signs up for my training to learn about how to create a high ticket course, they don’t know if their course or offer is worth the high ticket. Know that there’s a time and place for everything. Find out here. You’ll Discover You have sold yourself on the belief that your transformation and information is not worth that much. [2:24] The secret is...
Dumb Things Digital Marketers Do | SWW204
March 24, 2022 13:00 - 14 minutes - 13.3 MBToday, I’m going to share with you two stories. It’s about a conversation I had with somebody and related to podcast webinars. I want to talk about dumb things that digital marketers do and your mission to stop over complicating things. I love all digital marketers. This is just a reminder for you to keep it simple and slow down. You’ll Discover You can’t see the forest through the trees. [3:19] The core and the heart of what I teach, is to get your core promise. [5:16] Make the...
Podcast Webinars?? | SWW203
March 22, 2022 13:00 - 15 minutes - 14.4 MBPodcast Webinars, podcasts VSLs, or interview style webinars. Whatever you call it, they have a purpose. I want to share with you about podcast webinars. Podcast webinars are a jumping off point. It is going to lead us into a larger field and network. There is so much potential with podcast webinars. You’ll Discover The interview style webinar. [4:46] The secret is in the host, not with the expert. [5:54] It is a combination of content and offer. [9:16] A well done podcast web...
Being An Offer Owner Vs. A Marketer | SWW202
March 17, 2022 13:00 - 14 minutes - 13.7 MBI had an eye-opening conversation with Todd. And, I want to share with you the difference between being an offer owner and a marketer. Knowing the difference between those two roles; offer owner and marketer is very critical. I want to share those learning experiences with you as I encountered them, because I know they are valuable as well. You’ll Discover Apply a personality test to your business and to your specific application. [6:17] The difference between a marketer and an of...
Tough Love For Bad Offers | SWW201
March 15, 2022 13:00 - 13 minutes - 12.9 MBI want to give you some tough love for those who have been with me for so long. I talked with somebody who is struggling with their offers. They have been trying to run ads to an offer and haven't been getting any leads. In the world of direct response marketing, the number one thing that you can do to stop struggling is become bolder with your promise. Coming into my world is a different game. It's a completely different way of building trust and getting results. You’ll Discover Yo...
Interview with Tyler Narducci | SWW200
March 10, 2022 14:00 - 48 minutes - 44.6 MBWe have another huge case study and success story today. He came into one of my programs back in 2019 and is getting to launch a new offer. He is the owner of a digital marketing agency, raised his prices, and got his first sale after he raised his prices. Tyler Narducci is doing incredible things. Find out here. You’ll Discover People who have unique offers get scared of success. [4:31] Look for a profitable online business that you can enjoy and a lot of people find that in th...
What's New is Old and Old is New | SWW199
March 01, 2022 14:00 - 12 minutes - 12.2 MBI’ve been on a journey in the past couple of years in the marketing world. I was trying to fill out my value, testing different funnels and mechanisms. It’s funny when you live in a marketing world; other marketers are naturally going to get pitched plenty of different ways to grow your business. And you’ll see flashes in the pan. You’ll Discover People are saying other technologies are dead. [4:14] More marketers come back and say, webinars just work. [7:43] Webinars are the on...
Disney Customer Experience | SWW198
February 24, 2022 14:00 - 13 minutes - 12.9 MBI have a lot of friends who would tell me that they spend a lot of time at Disney World, and I just didn’t get it. Why are adults keep coming back to Disneyland? I want to talk about a lesson I learned from my recent trip to Walt Disney in Florida. It’s all about choosing your battles, marketing, and how you charge your clients. You’ll Discover You designed an experience where you are going to bring customers back. [4:13] Make a positive first impression. Know what your customers ...
I Spent $250k Testing Low Ticket. Here's What Happened | SWW197
February 22, 2022 14:00 - 21 minutes - 19.5 MBI’m want to share my $250,000 experiment that I ran two years ago. We will pit the battle of low-ticket versus high-ticket and mid-ticket courses. I was trying to make low-ticket courses work. Now, I’m going to relaunch what was working two years ago. You’ll Discover The low-ticket conundrum. [5:27] It took a long time to optimize the right angle and sales page. [7:55] I spent hundreds and hundreds of hours trying to optimize the funnel. [10:15] My ego got in the way; I shut d...
The Growth Phase to $3 Million with Boyd Clewis | SWW196
January 27, 2022 14:00 - 47 minutes - 43.6 MBIt’s been a while since I’ve had a guest on this podcast. I love to hear every guest share their journey, big wins, and how successful they are. Today’s guest is an active member of our Facebook group, the Million Dollar Course Marketers. He is an internationally recognized cybersecurity expert author, speaker, and consultant. He helps professionals upgrade their jobs into a six-figure cybersecurity career. His name is Boyd Clewis. Find out here how he get to $3 million in annual sales...
HTC Book Series 10 - Scale your High Ticket Course | SWW195
December 14, 2021 14:00 - 9 minutes - 9.38 MBMy idea of semi-retirement is a four-hour-per-day workday for four days per week. And many people resonate with the idea of semi-retirement, which is possible. It is a simplistic way to design your life. Find out how to set up a lifestyle like this by scaling your high ticket course. You’ll Discover Think about what it is that you want. [4:41] You can design whatever lifestyle you want. [5:16] Know the outcomes of your decision. [7:16] Start to set up what your business is mea...
HTC Book Series 09 - Building a Profitable Business Before a Brand | SWW194
December 09, 2021 14:00 - 9 minutes - 9.02 MBIt is essential to build a profitable business before making a brand. It is something I deal with from the people who were in the course creation space leaders who want to sell low tickets first. Remember, there is a time and place for high and low tickets to work together. Find out here how to build a profitable business. You’ll Discover We teach a very holistic business model. [2:21] Many people fall into the trap of vanity metrics and place a higher value on things that should ...
HTC Book Series 08 - The Phases of Growing a HTC | SWW193
December 07, 2021 14:00 - 7 minutes - 6.96 MBThere are three core phases of growing a high ticket course business. Not everyone goes through the three phases, and some people stop at every stage. You need to understand what takes place when you launch a high-ticket course. Listen to the podcast to get a high-level overview of these phases. You’ll Discover The experimenter phase. [1:52] The growth phase. [3:04] The scaling phase. [4:59] Build additional assets. [5:17] Some people are born leaders. [5:30] ...And much mo...
HTC Book Series 07 - The Perfect Pricing | SWW192
December 02, 2021 14:00 - 8 minutes - 8.16 MBAnyone can say, “You should raise your rates,” or “Increase your price,” without giving any sort of logical consideration when it comes to pricing your high ticket courses. Figuring out the price of your high ticket course is very important in the market field. This is something that many people don’t talk about. Today, let’s uncover the perfect pricing model. You’ll Discover You can charge premium prices, but that doesn’t mean you should. [3:12] The four pillars of perfect pricin...