What up, guys, welcome back to the fitness business podcast. What I'm about to share with you is a clip from our quarterly state of the union address, which is something we do that's exclusive for our IFCA clients in community. So the thing is the biggest benefit you get in being a in a program like ours is learning what's actually working across hundreds of other coaches. We have 350 plus active clients and our client success team,

we get to see patterns that individual coaches can't. We see what's crushing it. We see what's not

working and we see what's kind of changing in real time. So this clip dives into one of the,

one of the things that most coaches struggle with that I see is like raising prices and charging

what you're worth, which has everything to do with increasing your intrinsic worth. Okay. And it's not about tactics and strategies, which I share a lot of these on this call, but it's about like a mindset shift and knowing what actually goes into how you value yourself and what you do so that you can ultimately have more confidence in what you're selling. When you have more confidence in what you're selling, it's worth more to a prospective client. So anyways, I'm going to go ahead and jump in here,

let you guys listen to this. Thank you for listening, and I'll see you on the next one.

First, I want to tell you guys about a really expensive lesson that I learned back in 2018.

So this is a picture of Aaron and I at a high level event that we went to at the very beginning of our kind of business journey. And it was like a mastermind event, right? And then at this event, we got pitched on a one day private session with, I'm not going to say the guy's name because it doesn't really matter. But most of you guys probably know him. He's like an online marketing guru, if you will. And company was doing multiple eight figures and it was $10,000 to spend one day with him at his house with a few other entrepreneurs. So Aaron and I took the offer and I was pumped, right? I went into this thinking like, man, I'm going to learn some next level shit, some cool new strategies, secret tactics, maybe insider knowledge that would really blow up our business. So we show up at his mansion,

this was down in Miami, we walked in this beautiful office, he's got a whiteboard out, he grabs a

marker and he writes on the whiteboard, raise your prices. And he caps the marker and says,

cool guys, that's it for today. We're done. I remember thinking like, what? Like, damn,

just paid 10 grand to be told to, like, raise our prices. But I'm like, hey, what's going on here? And he looks at me and he says, Jordan, how much did you make last month? And I was like, well, in my business, I made about 12K. Aaron was crushing it, but our businesses were separated at the time. So I was still trying to get my footing. And I just had my first 12K month. was pretty excited about it. And it was so early and he nods and he goes, yep, that's exactly what

you're probably worth. I was like, damn, that kind of hurts a little bit. Not to say 12K is a lot of money, right? But I wanted to make more than that. Okay. So he then dropped, he dropped this bomb on us where he basically explained like, whatever you made last month is exactly what you're worth, okay? And he's like, I know that stinks, but the universe doesn't

write... He dropped this bomb on us where he basically explained, like, whatever you made last month is exactly what you're worth. Okay?

And he's like, I know that stinks, but the universe doesn't write bad checks. It doesn't overpay. It doesn't underpay. It doesn't have typos on Venmo or stripe or wave, right? It pays you precisely to the proportion and value that you provide to the world. And ultimately, if you believe that you're not worth a certain amount that you want to make at a subconscious level, the universe will create that reality around you. But if you can learn how to increase what you believe that you're worth and demand higher prices, you'll make a bigger impact, right? You're going to help more clients and just going to make more money. So I want you all to get rich here, okay? frankly, I want you to all be able to make money that allows you to have not only just comfortability, but choices, freedom, impact, to be able to create for your family. That's what I really want. And for some of you guys, whatever that number is, I like to call it your fuck you number. It might just mean being able to order DoorDash six nights a week without having to check your account and stressing over it. That's kind of how I look at it. Or it's like, you know, here recently I missed a flight because I was super hung over and got off on the wrong terminal. So I dropped $4,500 on a first class ticket just to get home earlier. And it was like, that felt good, even though Aaron was mad about it. But I was like, it's not going it's not going to crumble our household right and the truth is guys like where we're at now Aaron and I really do not do this for money at all our investments Aaron's been really smart with our investments last year alone paid us over a million dollars in passive income from like real estate and other stock investments things like that. So we don't do this just for us to make

money. That's really not what we're in this for. It's because we know that if we can help you guys grow, we can help you guys have success, not only is that going to transform your family's lives, who you are as a person, but it's going to bleed into the impact that you make in other people. And so as I look back on that 10K lesson, don't get me wrong. We workshoped. We did some

other stuff, but that was really the main thing we paid for. We paid $10,000 to be told to raise our prices. And it was worth every penny because it taught me the most important thing, which is a lot of times we might not have a marketing problem or a sales problem or a strategy problem. We have a self-worth identity problem. And that's what we're going to start with today. So we're going to

start with this and then get into the tactics.. And that's what we're going to start with today.

So we're going to start with this and then get into the tactics. Okay, this is what we like to call our intrinsic worth law. Okay, you guys following? Does that make sense? So the intrinsic worth

law is simple. It's that you're never going to out earn your own intrinsic worth, right? What you feel

like you deserve. So in other words, words people buy coaches they buy you more than

they buy your coaching and your offer and don't be wrong your offer your positioning your marketing

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