How To Make Your First Million Dollars (Charge A Premium!) — Myron Golden on The Dept.
Myron Golden tells Omar Eltakrori why the only way to learn how to raise your price is to raise it, and why rich people are exactly who you should be selling to.
Posted
1 weeks ago
Duration
Format
Interview
educational
Views
85.9K
1.8K likes
57 · 43
Big Idea
The argument in one line.
You don't learn to charge a premium price by studying it, you learn it by raising your price, surviving the fear, and repeating that until the belief that you're overcharging goes away.
Who This Is For
Read if. Skip if.
READ IF YOU ARE…
You have a coaching, consulting, or service offer and quietly believe your price is already too high.
You've made one premium sale and immediately assumed it was a fluke instead of proof the price could go higher.
You're building or running a webinar, workshop, or one-to-many sales event and keep converting worse than you expect.
You keep doing things (trips, events, hobbies) for free that other people would pay to be part of.
SKIP IF…
You're selling a commodity product where price is set by the market, not by perceived transformation.
You're looking for tactical script lines or slide-by-slide webinar structure — this is mindset and pricing psychology, not a swipe file.
TL;DR
The full version, fast.
Myron Golden argues that people undercharge because they sell from inherited beliefs about money, not from the actual size of the transformation they create. His fix is mechanical, not motivational: raise the price, watch what happens, and use the law of averages to stop caring whether any one person says yes. He walks through his own first $3,000 offer (two buyers), the jump to $4,000 (seven buyers), and Omar's $135,000 total spend on Myron's coaching turning into $4.5 million in revenue. The back half covers selling one-to-many, why he trusts sales principles the way he trusts gravity, and his 'anyway offer' habit of turning trips and expenses he was already taking into paid events.
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A cut-together reel of Myron's punchiest lines from later in the episode — rich people have problems too, the $3,000-to-$4,000 pricing jump, and 'why would anybody want to pay me this much money' — before the chronological interview begins.
02:45 – 04:53
02 · Welcome back — catching up since the last episode
Omar welcomes Myron back to the show, they reminisce that their last collaboration passed 800,000 views and was recorded almost unedited in Vegas, then Omar frames today's topic: why people are afraid to charge the highest price.
04:53 – 07:12
03 · Why people are afraid to charge premium prices
Myron says people sell from beliefs they inherited from others, not from truth, and that a coaching client asked him this same question earlier that day.
07:12 – 09:18
04 · Rich people have problems too — the $21,000 Mercedes bill
Myron explains that people are trained to sell to broke people because they understand broke people's problems, and tells the story of a $21,000 repair bill on his Mercedes that he paid without complaint.
09:18 – 11:54
05 · How to start raising your prices — Myron's first $3,000 offer
Myron recounts his first premium offer around 2004: a two-day training priced at $3,000 that felt absurd to him. Two people bought it, so he raised the price to $4,000 and seven people bought. His conclusion: you raise your prices to learn how to raise your prices.
11:54 – 13:34
06 · Worth more than the money — the dollar-for-dollar thought experiment
Myron uses a trade-a-dollar-for-a-dollar example to argue nobody buys something because it's worth the money; they buy because it's worth more than the money to them, and every one of his offers is priced on that basis.
13:34 – 18:08
07 · Case study: Omar's $135,000 investment turned into $4.5M+, then a sponsor break
Omar reveals he paid Myron $55,000 then $110,000 across two coaching investments, totaling $135,000, and says that has returned over $4.5 million in revenue since 2023 — up from a prior stuck income around $220,000 a year. The episode then cuts to a sponsor read for Omar's Content to Cash Challenge, illustrated with a whiteboard sketch of an 'Empire Ecosystem' framework.
18:08 – 22:57
08 · Divorcing yourself from the yes — the law of averages, and selling one-to-many
Myron says the single most important sales skill is not caring whether any specific person says yes, because the law of averages guarantees a fixed percentage of a large enough pool will buy regardless. He extends this into selling one-to-many: a webinar's job is to create an environment that makes people want to buy, not to directly 'make sales.' He compares trusting sales principles to trusting gravity, and name-checks the Fibonacci sequence, Price's Law, and the Pareto distribution as principles he studies the same way.
22:57 – 27:26
09 · Sponsor break (gear guide), then the enticing withdrawal
A short sponsor read for Omar's camera/gear guide, then back to the conversation: Myron explains that the more a seller leans in emotionally, the more a buyer leans out, and vice versa — he calls it 'the enticing withdrawal.' He also retells the $1,300 portable air conditioner bill from one of his own live events as another 'rich people have problems too' example.
27:26 – 32:18
10 · Poor people value money, rich people value time
Myron argues poor people overvalue money and undervalue time (driving miles out of the way to save cents on gas), while rich people do the opposite — he doesn't own a lawnmower or clean his own pool, and pays roughly $110,000 to fly private round-trip rather than a fraction of that flying commercial.
32:18 – 36:48
11 · Anyway offers — turning expenses into profit centers
Myron describes his habit of turning trips he's already taking into paid events: a canceled Lewis Howes podcast appearance became an 'anyway' event in California that grossed roughly $700,000-800,000 combined across two trips, and he plans to do the same with a $15,000 mastermind dinner in Dubai in September — a fraction of what the same three hours would cost as a private booking. He also references Ryan Pineda's golf offer and a landscaper-turned-golf-YouTuber, Paul Jameson, as other examples of turning a hobby into a profit center.
36:48 – 37:11
12 · Close: "I'm just me-itis"
Myron closes by saying the real problem isn't not knowing what to do, it's undervaluing your own gift because it's yours — what he calls 'I'm-just-me-itis' — before the two sign off.
Atomic Insights
Lines worth screenshotting.
Myron Golden sold two units of his first $3,000 offer, doubted the price, raised it to $4,000, and sold seven — the fear was backwards.
Rich people have problems too, and the people avoiding premium prices are usually still selling from the beliefs they had when they were broke.
Nobody buys something because it's worth the money; people only buy things that are worth more than the money to them.
Myron makes roughly a 1,000% return on his $20 and $30 books, a margin most people would call criminal in the stock market but never questions.
The law of averages means a fixed percentage of qualified prospects will say yes regardless of which specific person it is, which is what lets a seller stop needing any individual to buy.
A webinar's real objective isn't to make sales, it's to create an environment that makes people want to buy — those are different goals with different tactics.
The more a seller leans in emotionally, the more a buyer leans out; withdrawing interest is what makes buyers curious about what they might be missing.
Poor people tend to overvalue money and undervalue time; rich people tend to do the opposite, which is why Myron pays $110,000 to fly private instead of $1,200 commercial.
Myron turned a canceled Lewis Howes podcast trip into an 'anyway' event that grossed roughly $700,000-800,000 combined, simply because he was going to California regardless.
Omar paid Myron $135,000 across two coaching investments and says that turned into more than $4.5 million in revenue since 2023.
Myron calls chronic self-doubt about one's own value 'I'm-just-me-itis' — treating your own gift as ordinary because it happens to be yours.
A $15,000 mastermind dinner Myron is planning in Dubai is priced at roughly one-eighth of what the same three hours would cost as a private booking.
Takeaway
Raising your price is a skill you learn by raising your price.
WHAT TO LEARN
Premium pricing isn't a marketing tactic, it's a belief problem, and the fastest way to fix a belief about money is to charge more, watch it not kill you, and repeat.
02Welcome back — catching up since the last episode
A strong recurring guest relationship (their prior episode passed 800,000 views) compounds — the format doesn't need to be reinvented each time to keep working.
03Why people are afraid to charge premium prices
People believe things are true because they believe them, not because they've verified them — pricing fear is usually an inherited belief, not a market fact.
The fear of charging a premium price is common enough that Myron gets it as a live coaching question, not a rare hang-up.
04Rich people have problems too — the $21,000 Mercedes bill
Sellers are trained to pursue broke customers because they understand broke customers' problems firsthand from their own past.
A $21,000 repair bill that a wealthy person pays without pushback is proof that price resistance is not universal — it's specific to who you're selling to.
05How to start raising your prices — Myron's first $3,000 offer
Myron's first premium price ($3,000 in 2004) felt absurd to him personally, which is a signal to test the market rather than trust his own discomfort.
Selling two units at a price he thought was too high was treated as evidence the price was too LOW, not proof it should come down.
Raising prices to learn how to raise prices works the same way learning to walk works — the skill only builds through the actual attempt, not preparation.
06Worth more than the money — the dollar-for-dollar thought experiment
Trading a dollar for a dollar 800 times leaves both people with a dollar — it illustrates that value, not money, is what a transaction has to create.
Every offer has to be priced as something the seller believes is worth more than the money asked, independent of whether the buyer agrees yet.
07Case study: Omar's $135,000 investment turned into $4.5M+, then a sponsor break
Omar's income was stuck around $220,000 a year before investing in premium coaching, and he has since had single months that outperform that former annual figure.
A five-figure investment in the right coaching can compound into a return two orders of magnitude larger, but only when paired with actually doing the work taught.
08Divorcing yourself from the yes — the law of averages, and selling one-to-many
If a large enough pool of the right prospects hears an offer, a predictable percentage will buy regardless of which individuals they are — that's what makes not caring about any one 'no' mathematically rational, not just a mindset trick.
A webinar's actual objective is creating an environment that makes the room want to buy, not chasing the sale directly — conflating the two leads to teaching too much of the wrong material.
Trusting sales principles the way you trust gravity or the Pareto distribution means confidence doesn't need to be re-earned every time one person declines.
09Sponsor break (gear guide), then the enticing withdrawal
Visible neediness in a sale (leaning in) reliably pushes buyers away; calm withdrawal reliably pulls their attention back.
The $1,300 air-conditioning rental at Myron's own event, paid without complaint, reinforces that price resistance softens dramatically once value and urgency are already established.
10Poor people value money, rich people value time
Overvaluing money and undervaluing time shows up as driving out of the way to save a few cents on gas — a habit built around scarcity, not logic.
Paying a large premium (Myron cites roughly $110,000 versus a small fraction of that) to avoid the friction of commercial travel is a rational trade once time is priced correctly.
Outsourcing low-value time sinks (pool maintenance, lawn care) isn't laziness, it's protecting hours that are worth more doing something else.
11Anyway offers — turning expenses into profit centers
Turning a trip or event you were already taking into a paid offer means a cancellation or sunk cost stops being pure loss.
A canceled podcast appearance became a standalone event that grossed roughly $700,000-800,000 combined across two follow-up trips, purely because the travel was happening anyway.
Pricing a group experience (a $15,000 mastermind dinner) at a fraction of the private-booking equivalent value makes the group version an obvious 'steal' rather than a discount.
Glossary
Terms worth knowing.
Anyway offer
An offer built around something you were already going to do (a trip, an event, a hobby) so that if nobody buys it costs you nothing, and if people do buy it turns an existing expense into revenue.
Law of averages (as used here)
The idea that a consistent percentage of qualified prospects will say yes to an offer regardless of which specific people they are, which lets a seller stop being emotionally attached to any single sale.
I'm-just-me-itis
Myron Golden's term for dismissing your own skill or gift as unremarkable simply because it belongs to you, rather than recognizing its actual market value.
Commission breath
The visible neediness a salesperson gives off when they're emotionally attached to a prospect saying yes, which tends to push buyers away.
“Poor people think money is way more valuable than time and rich people know time is way more valuable than money.”
clean contrast statement, easy to overlay on b-roll→ IG reel cold open↗ Tweet quote
36:55
“I'm just me-itis. Inflammation of the I'm just me gland. But you're not just you. You are you. And that is not a just.”
closing punchline with wordplay, strong outro clip→ newsletter pull-quote↗ Tweet quote
Topic Map
Where the conversation goes.
00:00 – 02:45steadyCold open teaser
02:45 – 04:53sparseCatching up / framing the topic
04:53 – 09:18denseWhy people underprice — inherited beliefs
09:18 – 13:34denseMyron's own pricing history ($3K to $4K)
13:34 – 16:50denseOmar's case study ($135K spent, $4.5M+ returned)
16:50 – 18:08sparseSponsor break: Content to Cash Challenge
18:08 – 22:57denseLaw of averages and one-to-many selling
22:57 – 23:40sparseSponsor break: gear guide
23:40 – 27:26steadySales psychology — leaning in vs. leaning out
27:26 – 32:18denseTime vs. money, rich vs. poor spending habits
32:18 – 36:48denseAnyway offers and turning expenses into revenue
36:48 – 37:11sparseClose
The Script
Word for word.
Read-along
Don't just watch it. Burn it in.
See every word as it's spoken — crank it to 2× and still catch all of it. The same dual-channel trick behind Amazon's Kindle + Audible.
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metaphoranalogy
Why would anybody want to pay me this much money? You sell to broke people because you know the problems broke people have because you used to be broke. Rich people have problems too.
A lot of people are just afraid to charge the highest price and they don't know where that idea even comes from and why someone else can and why they can't. Why do people struggle with that? People have a hard time charging prices because they don't understand what they're actually selling.
They think they're selling their time. They think they're selling their training. If you can create a transformation for somebody that's worth more than the amount of money they paid, it's really hard to overcharge.
Can you imagine me thinking that a $3 ,000 offer is way outside the realm of possibility? Well, that's what I thought. Two people bought it, so I thought, oh, the price was too low.
I raised the price to $4 ,000. Now nobody's going to buy it. Next time I made the offer, seven people bought it.
There are people in the world who are happy as a lark in the park in the dark to pay whatever the price is to solve their problem. So how does one start the process of raising their prices?
Can I let y 'all know something? Can I give y 'all some good news? Can I give your people who are watching us like some good news about premium offers?
I think the biggest key to doing any of this is just... Myron Golden, welcome back to the department. Always good to be with you, my brother.
Our last combo is like over 800 ,000 views. Really? Yeah.
Wow. When was our last one? That was like February of last year.
February of last year. Where were we? Were we in Vegas?
In Vegas at the studio. And it was like not even edited. Wow.
We just went. Chopping it up. Yeah.
Wow. And I wanted to ask you, you are the premium price, premium offers person. And in my world, what I'm sensing is a lot of people are just afraid to charge the highest price and they don't know.
where that idea even comes from and why someone else can and why they can't they just know that someone else is and probably is and yeah um yeah let's let's go into it why why do people struggle with that um because they're selling from their beliefs that they've inherited from other people and um they believe that things are true because they believe them um or they think they believe things because they're true but they actually believe things are true because they believe them.
And, um, it's really fascinating. I was taught, I was doing a coaching call today and a lady asked me a very similar question. And I said, can I let y 'all know something?
Can I give y 'all some good news? Can I give your people who are watching us like some good news about premium offers? Rich people have problems too.
They say, what does that mean? Rich people have problems too. You sell to broke people.
Because you know the problems broke people have because you used to be broke. Or maybe you still are. And so you think, well, why would anybody want to pay me this much money?
No. Why would anybody who thinks this is a lot of money want to pay you that much money? I have a 2021 Mercedes GT63S.
I put it in the shop because I thought, well, it needs brakes. They came back and it's just out of warranty. It's got like 46 ,000 miles on it.
It's not. But it's just out of warranty. They came back and hit me in the head with a $21 ,000 bill.
Dang. There was no shame in their game. But what am I going to do?
Go down there and start making noise? I knew it was a Mercedes when I drove it off the lot. You see what I'm saying?
And so the difference is we've been programmed. to sell to poor people to save them from whatever problem they have and ignore rich people problems who are happy to pay whatever we charge. So.
So how does one start the process of raising their prices?
Because like what people are doing, they're just lobbing stuff out there. I think it's so much funny stuff. How does one?
Begin the process by raising their prices. That's what came to my mind when you asked me that, right? How do they start the process of raising the price?
By raising their prices. I know when I did it at first, like when I made my first premium offer, it was probably in 2005, maybe 2004. And I decided I was going to sell this training, this two -day training for a price higher than anybody would ever want to pay me ever.
You know how much I sold it for? $3 ,000.
two people bought it i was i literally didn't even care if anybody bought it so what what you have to do is you have to play tricks on your own mind or i should say it like this you have to play different tricks on your own mind because you're already playing tricks on your mind you tricked yourself into believing that i tricked myself into believing the three thousand dollar offer was so much nobody would ever pay me that Can you imagine me thinking that a $3 ,000 offer is way outside the realm of possibility?
That's what I thought. Why? Because of the beliefs that I inherited from where I came from.
Two people bought it, so I thought, oh, the price was too low. I raised the price to $4 ,000. Now nobody's going to buy it.
Next time I made the offer, seven people bought it. And so you just have to raise your prices to learn how to raise your prices. It's kind of like you learn how to walk by learning how to walk.
And so it sounds like an oversimplification, but it's really not. And there are people in the world who are happy as a lark in the park in the dark to pay whatever the price is to solve their problem. Right.
I happen to be one of those people. Ain't no shame in my game when it comes to paying. You know someone we both know, Richmond Den, he'll say...
charge less than what you believe it's worth so that when you say it, you say it with, like you're not shy to say that price. Wow. So.
Well, you want to, you do, you have, you have to sell it for less than you think it's worth, but you don't have to sell it.
So, so here's what I mean when I say you have to sell it for less than you think it's worth. Nobody ever buys anything because it's worth the money. people only buy things that are worth more than money.
Do you have any money on you? Any cash? I have no cash.
You have no cash. Just Amex cards. Amex cards, okay.
But if you have a dollar, and I said, you give me a dollar, I give you a dollar, we both still have a dollar. If we do that 800 times, we still both only have a dollar. Why?
It's just a stupid waste of time deal. Why? Because I'm paying you for something that's worth the money, you're paying me for something that's worth the money.
It only makes sense to spend money on something when the thing you're spending money on is worth more to you. than the money right and so so every offer needs to be something that you think is worth more than the every offer i make is worth more than the money i'm selling it for it doesn't matter if it's forty thousand dollars an hour and i somebody might hear me say that say forty thousand dollars an hour you're crazy well maybe that's a possibility that i mean i have hit my head a couple of times you know so maybe i'm crazy but but to me And I'm okay if nobody pays me.
I mean, people have, but I'm okay if nobody says, okay, I'll take it. And so my point is that if I, like, if the reason I bought shoes is because it's worth it to me not to have to walk around barefoot. The reason I buy clothes is so I don't have to walk around naked.
The reason I buy a car is so I don't have to walk everywhere I go. The reason I bought a house is so I don't have to live outside under the trees. It has to be worth more than the money.
And all of those things to me are worth more than the money I spent for them.
And when you think about it like that, let's say you're going to teach somebody how to make a million dollars. Right? How much is that worth?
Well, it's got to be worth what? At least a million dollars. Yeah.
Right? But it's worth more than that. So, for instance, the first coaching program you ever bought from me was $55 ,000.
And then you renewed in your second year. Am I, am I remembering that correctly? Okay.
So you paid me $110 ,000, right? Now there are people who are listening to that right now who are thinking you're crazy. And I'm out here cause I just paid you 25 for two days.
I was going there. I was going there for two days. Right.
That I thought 3000 was too much for back in 2004. Right. And so, but you paid me a hundred.
So, so far, so far since we've been like, doing business together, you've paid me $135 ,000. Correct?
Correct. Okay. How much money have you made as a result of the things you've learned from me like three and a half years ago or two and a half years ago or however long it was?
How much were you making before that? I mean... And then how much have you made since?
I was kind of stuck at like $220 ,000 a year doing a lot of things. $220 ,000 a year. Afraid to charge high prices.
High premium prices. Premium prices, yes. Is it high?
I don't know. Well, it felt high. Right, it felt high.
Now it feels like we're giving everybody a deal. Right, exactly, exactly. And now, I mean, I would say since joining your coaching program in 2023, I mean, we've passed over $4 .5 million in revenue.
So you turned $135 ,000 into over $4 .5 million in revenue. Now, you did the work. I didn't do the work for you.
Yeah. I just showed you some things that would work, and you worked them. Yes.
And my point being that it probably wasn't easy for you to invest into yourself through my program $55 ,000 the first time you did it. Let me ask you a question. You were making about $200 ,000 and how much?
$20 ,000 a year? Yeah. Have you ever had a $220 ,000 month since then?
Since you came through? Have you ever made at least that much in a month? Multiple times a year.
Multiple times per year. You've made more in a month than you used to make a year. Like how much is that worth?
So I knew that you would do that. Yeah. Do you understand what I'm saying?
I knew that you would do that. So I knew the price I was charging you was way less than the value that you were going to get. But that's the point.
That's the point. And not only you, you've seen dozens and dozens of other people with the same exact story. Am I right?
Right. So people have a hard time charging prices because they don't understand what they're actually selling. They think they're selling trinkets.
They think they're selling their time. They think they're selling their training. But if they understand that what they're really selling is a...
measurable, desirable, stateable transformation.
And who the person becomes on the other side of saying yes has a much higher quality of life than they did before they said yes. Yeah. You know, I felt like a phony trying to chart, because I think there's people listening or watching.
Sure. And they're like, I mean, if I try to, okay, I could try and raise my prices and just lob out my price and flinch. I think that's what it feels like.
And I just felt like a phony. And that was the biggest reason why I said yes to investing in myself. Because how do I expect to call people to a higher place if I myself.
And that's really what I was struggling with. It wasn't even like, because that's why everyone saw like, dude, Omar, you're good at what you're like. One of the best at what you do.
Yeah. Why are you? What are we doing, bro?
What are we doing? So, I mean, how important is it to change the way you buy? The way you buy.
It's absolutely imperative. Like, you sell like you buy. If you're not a happy buyer, you can't be a person who attracts happy buyers because everything reproduces after its own kind.
If you're not a premium buyer, you can't attract premium buyers. I have a million -dollar offer, which I've sold four times. I've got a $375 ,000 offer.
I don't even know how many times I've sold that, a bunch. But I've bought a million -dollar offer. Right.
You see what I'm saying? So to me, and there are people who are going to poo -poo everything that anybody else does because they're not doing it. Well, Merry Christmas to the world.
Do your thing.
But just because somebody else doesn't understand how to evaluate value, that doesn't mean that you are, quote, overcharging somebody. If you can create a transformation for somebody that's worth more than the amount of money they paid, it's really hard to overcharge. Yeah.
Hey, department fan. Pausing the podcast to talk about this life -changing sponsorship. It's me.
I'm sponsoring the podcast and the sponsor of this podcast is the content to cash challenge, which is a five day live. coaching experience I put on for creators entrepreneurs coaches consultants and service providers if you feel like you're stuck in business or maybe there's more to business and to revenue I'm telling you that you don't have an offer problem you don't have an industry problem and you probably don't even have a sales problem what you have is an awareness problem and this is why I have the content to cash challenge because I believe transformation happens on a two -way street and how do you know if you're the right person for the content to cash challenge or you're in the right season, you're listening to this podcast.
This is for you, this is your moment. So to take the challenge or jump on the wait list, scan the QR code on the screen or check out the link down in the description below. Let's get back into the conversation.
What was that? I think everyone who has seen success in this world of charging premium prices, they had that moment where it was like, oh man, I gotta make this decision, like my 2023. Moment with you.
What was that moment for you? Like where you were like, I'm about to take myself a little more serious. Oh, I just decided other people were paying $5 ,000 to other people.
They may not pay me five, but they'll pay me three. And back then I was thinking about, I was thinking about Mark Victor Hanson and Robert G Allen, you know, the guys who wrote, um, uh, um, the one minute millionaire. And like, I'm like, they're paying those guys $5 ,000.
Surely they'll pay me three. But I didn't think they'd pay me three. I thought they wouldn't.
But I knew I needed the practice. I knew I needed to be able to say this is going to be $3 ,000 without my face glitching. And so I just started saying it.
I started raising my prices. You want to know one of the most profitable offers that I have? My $20 book and my $30 book.
I mean, think about this. In the stock market, if you make 20 % per year, they think you're a genius. Right?
Yeah. You're, oh my goodness, you're an investing genius. Every book I sell, like at full price, I am making a thousand percent return.
On the Trash Man to Cash Man book, I'm making about 800 % return on my money. On The Boss Moves, I'm making a thousand percent return. Think about that.
A thousand percent. What does that mean? That means I'm making 10 times what it cost me to print the book.
Yeah. But nobody thinks I'm overcharging when I charge $30 for a book. Nobody thinks I'm overcharging when I charge $20 for a book.
Why? Because we think that money in itself has value. The money doesn't have value.
It just represents the value that you've already created for somebody other than you. So good. How do you remove yourself from the outcome of giving someone your offer?
Because if I'm selling something, to anyone. I know it's better for them.
Like they get the long end of the stick every time. I don't sell somebody something where I get the long end of the stick. I know they get the long end of the stick.
That's number one. Number two, I don't hope they buy it because, but that's more on how to sell. So when it comes to how to sell, the most important thing that you have to do, if you're going to get good at sales, the most important thing is you have to divorce yourself from your desire for them to say yes.
Like, I don't care if they say yes. And you think, but I do care. I need the money.
Right. You needing the money doesn't mean you have to care whether they buy it, which sounds like, what are you talking about, bro? What if, what if I, what if I told you there's a mathematical principle that when you apply it, you can not care.
Would you like to know what that mathematical principle is? Okay. It's called the law of averages.
And here's how the law of averages works. If you are in sales and you talk to a hundred people, based on your mindset, your skillset and your skillset, a certain number of people are going to say yes, regardless of the offer, right? If you're talking to the right people, a percentage is going to say yes.
So let's say you can get one out of 10. So you talk to 100 people, you can make 10 sales. Do you care which 10 people say yes?
You know somebody's going to, right? And so since I know somebody's going to buy, so I don't have to care who it is. The law of averages freed me from commission breath.
Powerful. Does that make sense? Yeah, 100.
Speaking of 100. And talking to 100 people and making maybe 10 sales every time I talk to 100 people. You've really, if I attribute maybe like the number one skill that I've adopted from you, it's been the ability to sell one to many.
So how about instead of talking to 100 different people at 100 different times. Talk to 100 people at once. Or 200 people or 300 people or 500 people at once.
Or 3 ,000 people at once. What's the biggest key transitioning from a one -to -one business sales model to a one -to -many? I think the biggest key to doing any of this is just believing that it's possible for you.
It's easy for you to believe that it's possible for somebody else. Isn't that fascinating? I know.
But believing that it's possible for you. Instead of saying, why me? How about this as a question?
Why not me? Who else would it be? And that's not arrogance.
That's just awareness. Not that you're better than other people, but you certainly ain't no worse. Can you talk about a Zoom call webinar and what should I be teaching on this webinar?
Because one of the biggest mistakes people make when they speak one -to -many is they teach too much or they're teaching tactics. Yeah, they're teaching too much of the wrong stuff. They're not teaching too much.
They're just teaching too much of the wrong stuff. Teaching tactics, I mean, teaching tactics depends. I'm going to say it like this.
The biggest mistake is not understanding the objective. And so when somebody's doing a webinar, they think the objective is to make sales. But the real objective is to create an environment that causes the people who are on the webinar to want to buy.
Those are not the same thing. Because if I think my objective is to make sales and I want to get you to buy something, do you want me to get you to do anything? No.
Does anybody want you to get them to do anything? No. So the biggest problem they have is they're thinking about themselves.
I'm a whole lot of stuff and I am not a perfect person. But one thing I am, I am very others conscious. I am very zoned in.
On the benefit and wellbeing of my fellow man. And I know that sounds all sappy and, but, but I, and, and, and, and I'm, it's, it's not, even though I care a lot about others, it's not totally sacrificial on my part. It's in my best interest to care more about their end of the bargain than it is for me to care about my end.
Yes. That's beneficial to me as well as them. Like if, if, if I can't help you win and I win at your expense, then neither one of us really wins.
But if I can help you win without losing, we both win. So good. Oh, snap.
Oh, snap. Do you have a horror story of a sales situation that didn't go the way you planned? All sales situations go the way I planned.
Because I planned to do a presentation and let the buyers buy and the non -buyers not buy. So they all go the way I planned.
because I trust the law of averages. You know why? Because it's a principle and principles are God's automation.
And so I don't have to worry about a principle not working. If you dropped your mic, drop the mic. If you dropped your mic, right?
Drop the mic 10 times. How many times will it fall to the ground? 10 times.
It's not going to fall to the ground nine times, eight and a half times. It's going to fall to the ground 10 times. Why?
Because it's a principle. Gravity is a principle. Most people either when it comes to principles, They either don't have competence about principles or they don't have confidence in principles.
I have both. When it comes to selling, I have both. I have competence.
I love studying scientific principles. I love the Fibonacci sequence. I love Price's Law.
I love the Pareto distribution. I love... The Heisenberg uncertainty principle.
Like I like studying things just so I can understand how life works because all principles are microcosms of each other. And I don't ever worry about applying a principle and the principle not working. The number one question I usually get asked by people like you is Omar, how the heck does your videos look and sound so dang crispy?
Well, the reality is it's the equipment I use and you'd be surprised how inexpensive it could actually be. So I've compiled all my gear and I've updated the list and I want to give it to you. So if you're listening or watching this, just hit the description box below and I'll send you my gear guide for every budget.
Now let's get back into the conversation. Yeah. And it sounds, I mean, it's how you ended the workshop that we just did.
Um, you said when you are in the sales environment and you get yes or you get no, you said it's, it's your fault, right? Right. It is your fault when it's people that could have bought people that could have bought if they were in it and it was the offer that was for them, whether they say yes or no, you did it.
And part of you doing it, like, I don't think people understand that more you lean in, the more they lean out. The more you lean out, the more they lean in. The more you make them feel like you need them, the more they believe they don't need you.
But the less you make them feel like you need them, the more they feel like they need you. It's so interesting. It's the enticing withdrawal.
It's the boy meets girl and boy's crazy about girl and girl thinks boy is creepy. Boy meets girl. Girl's crazy about boy.
Boy thinks girl is crazy. Like, why would she be crazy about me? Right.
And so when somebody is in hot pursuit for us, we wonder what their motives are. We don't trust their motives, but if they withdraw, that withdrawal is enticing. It's the thing that makes us wait, wait, what do they have that I might need?
I don't want them to get away before I get it.
Being totally unconcerned as to whether or not they say yes or no and having a real heart's desire for if it's not for somebody that they say no. If it is for somebody, they say yes, but not so you can make some money. If you trust the principles, you go make some money.
You go make some money.
Like if I can charge somebody $375 ,000 for eight hours worth of coaching and some other bonuses, like a $5 ,000 offer is not that big of a deal, right? There are a whole bunch of people in this world who would take both of those offers because rich people have problems too. They got problems too.
I know it's just a song that came to mind. I don't know.
But like people who saw, well, you were at my studio. The air conditioner went out the day the event started. We got those little in the room portable air conditioner thingies.
And the guy came and delivered them. And we used it for one day. It was $1 ,300.
Rich people have problems. Like am I going to say, no, I'm not going to pay you $1 ,300. I'll pay you $900.
For what? What's that going to do? I've got my clients here and it's hot.
Yeah. Rich people have problems too. Yeah.
That's what I mean. And when you sell something to rich people, they're not going to quibble with you over a few dollars. They're not even going to quibble with you over a lot of dollars.
Yeah. It is just what... It costs what it costs.
Yeah. And there's a different perspective of time now that they have. Like they tap into a new level of...
Yes. Time is every... Is everything.
It's the one asset you have that you don't get back. It diminishes. You spend some money, you can always get more.
You know what? You know what one of the most fascinating... discoveries of my life is financially is how much more poor people value money than rich people do.
Poor people think money is way more valuable than time and rich people know time is way more valuable than money. Poor people will sell a whole bunch of their time for a little bit of somebody else's money. will waste a whole lot of time to save a little bit of money.
They'll drive 14 miles to save three cents a gallon on a gallon. And I mean, that's an exaggeration. But you know what I'm saying?
No, 100. Like gas costs what it costs. If you said to me right now, I'll give you $400 trillion if you tell me the price of gas, I would have to guess.
And I have no idea if it's $3 and something or $4 and something or $5 and something or $6 and something. I don't know. All I know is when it gets close to E, i gotta put gas in my car or walk yeah right and so so i i think people don't understand that time is way more valuable than money like um we have a pool i don't clean my pool i don't put chemicals in my pool i don't even know what chemicals my pool needs you know what i have i have a pool guy yeah i got a guy he's a pool guy he comes by he does the pool I don't own a lawnmower.
I have a big yard. I don't own a lawnmower. Because if I owned a lawnmower, I might get tempted to cut some grass.
I ain't doing that. Why? Not because I'm too good to cut grass.
I've cut a lot of grass in my lifetime. But because it's just not worth my time. If I spend an hour cutting some grass, I just flush $40 ,000 of value down the toilet.
I'm not doing that. it's it's like not worth my time and it's also not worth my mind exactly to even think about it to start thinking it's not worth the mental bandwidth the mental bandwidth and another thing that people who achieve another six you know levels of success in life they just value what they think about and it's like if i could stop thinking about this i will pay to stop so i don't i respect myself too much to even go through to put myself through this yeah you know um flying private cost about a hundred times more than flying commercial, right?
The price, I shouldn't say it costs a hundred times more because it doesn't. The price is a hundred times more than flying commercial. You can probably fly from Tampa to California and back for 11, 1200 bucks, right?
First, maybe business class, maybe economy class. I'm not sure. I don't know.
It's been a couple of years for me. If I go to California and back, it's going to cost me a minimum. I have $110 ,000.
That's the price. You say, well, why would you do that? Because I respect myself too much to subject myself to a TSA agent who wishes he was a CIA agent and couldn't pass the test.
And so now he's going to save the world from me. Like, I look like a terrorist. That's crazy.
And then you get to the airport. And they cancel your flight or they delay your flight. You miss your connecting flight.
And then they don't even attempt to make it right. I respect myself too much to put myself through that. I don't have to get to the airport two hours early.
I can get to the airport 20 minutes late. And guess what they're going to do? They're going to wait for me.
I'm the reason the plane is there. I like that kind of service better than... subjecting myself to all the shenanigans of all the we will inconvenience you at our convenience airlines.
And people say, well, that's so expensive and such a waste of money. It doesn't feel expensive to me. Yeah.
It just feels like the way it ought to be. Something that I've appreciated your perspective on is creating an offer that you call a might as well offer. Oh, an anyway offer.
An anyway offer. Yeah. i'm doing this anyway might as well throw it out there might as well might as well put an offer out there and if nobody takes it didn't cost me anything and somebody does it makes me something such a good way to put and it's just like it's i'm doing this anyway yeah okay so let's just say you're probably going to throw it out there or you're going to throw an event where you're attending to Would that be your, yeah.
Yeah. We're going to be in there and we're going to be down there anyway. So I flew out to California in November of last year to be on Lewis houses podcast.
Yep. When we were coming in for a landing, I got a call from his team saying, I've got a call from my assistant saying, uh, the podcast had been canceled because his wife had a medical emergency because she was pregnant with twins. Yeah.
Well, I said, okay, well let's pray for his wife. And we landed and it was, it was $110 ,000. Yeah.
Right. I'm coming in for a landing. Do I care that I spent $110 ,000 and now I'm not doing this podcast?
It is what it is. God's not surprised. I'm not going to be all bent out of shape.
What's that going to do? But you know what I did? I decided a long time ago that I'm going to turn every expense into a profit center.
What does that mean? That means if something costs me money, I'm going to ask myself enough questions to find the answer to how can I take this thing that's costing me money and make it make me money. And so since I knew I was going to California anyway, I figured I might as well throw an event while I was there.
We sold about $70 ,000 or $80 ,000 worth of tickets. So we're almost whole on the $110 ,000. But then we sold another $700 ,000.
in offers on the back end now i'm ahead of the game so even though i paid you know 110 000 to go to california plus the meeting space plus the hotel rooms for my team plus plus plus i came out so far ahead of the game even though i didn't get that interview but guess what i didn't have an attitude about it because if my wife were pregnant i would cancel it too so i prayed for him and his wife and the babies are fine yeah and then He calls me back in March and says, hey, you want to come to California?
No, I ain't coming to California. Last time I came to California, y 'all canceled on me. That's how people get.
I'm like, sure. So guess what? We went back to California.
But guess what else we did? We did another Anyway event. We sold about, I don't know, $40 ,000, $60 ,000 worth of tickets and sold another couple hundred thousand, $500 ,000, $600 ,000 in coaching on the back end.
And so we turned the expense into a profit center. It just makes sense. It's such a crazy way to look at life.
I mean, crazy as in awesome crazy. Awesome crazy, yeah. We have a mutual friend, Ryan Pineda, who was like, man, I love golf.
Right. I love that. That's one of my favorite offers.
Yeah. And then because he loves it, it's working, and it's so cool. You can turn anything.
Anything. So we played golf with Paul Jameson today, and Paul was a landscaper. Landscaping is hard work.
He started a landscape podcast. Now he's a landscape podcast celebrity. And he makes very significant money from his podcast and brand deals and all that stuff and from his YouTube channel.
But he loves playing golf. So a year and a half ago, he started a golf channel on YouTube. And now his golf channel makes him a couple thousand dollars a month.
It's not a fortune. But he's turned his hobby into a profit center. So good.
And anybody can do that. Yeah. I mean, I think even on a tax standpoint, it's kind of like I have a podcast and it helps whenever I travel with family.
If I'm in a city that I know somebody's in, we're going to shoot a podcast. And I came to this. And here we are.
And here we are. Which is a powerful play. Dude, I love that.
Midas, well, or any way offers. Any way offers. Any way offers.
If you're going to do something. Right. Just lob it out there.
Yeah. It ain't going to hurt. No, I'm going to Dubai in September.
I'm going to put out a, I'm just going to put out a $15 ,000 mastermind dinner, three hour mastermind dinner. Sweet. 15 ,000 bucks and it's a mastermind.
So you wire me the money and you can come and I'll teach you. I'll answer any business questions you have and teach you how to blow up a YouTube channel. Uh, just for some insight on that.
I mean, you're probably going to get some help with it, but what are you going to do to, to ask? You're going to send an email. I'll send out emails.
That's it. That's what, that's what I'll do. I'll put, uh, I may post it on my social media.
I probably posted on Instagram, maybe do even a YouTube video about it, but I'm going to Dubai. If you are anywhere near Dubai and you'd love to meet with me and have a three hour dinner with me, which if you did that by yourself, it would be $120 ,000. Yeah.
15 grand. So good. Steel.
Oh, the steel of the century. Yeah. So good.
Well, I think this was enough mind -blowing game to get people to think about. Yeah. I don't think a podcast has to be long to be good.
Now, obviously, if we could talk longer, that would be better. Right? That would be better because I love talking to you because you're a smart dude.
But, you know, if people would just trust the gift that God put inside them. And not waste it. Everything would change.
People think, I don't know what to do. Yeah, maybe you don't. But that's not the real problem.
The real problem is you don't think whatever your gift is is valuable because it's yours.
And so you suffer from what I call the world's most prolific business disease. I'm just me -itis. Inflammation of the I'm just me gland.
But you're not just you. You are you. And that is not a just.
So good. Appreciate you. Right back at you, bro.
Love you. Nothing but love, baby. Tomorrow, I'll shoot better.
You and the fam, fam. Yeah. Tomorrow, I'm going to shoot better, too, because I'm going to put my foot on Paul's neck tomorrow.
Yeah. All right. We'll talk later.
All right, bro. It's always a pleasure.
The Hook
The bait, then the rug-pull.
Before the interview even starts, Myron Golden is already mid-thought: rich people have problems too, and most people are too scared to charge them a fair price for solving them. That's the whole episode compressed into one line before Omar Eltakrori even says hello.
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Daniel Priestley returns to The Dept. for a third time to argue that personal brand now beats business brand by 20 to 1 — and to lay out the exact content system that makes the algorithm find your people for you.
Taki Moore walks through the four shifts, from traffic and funnels to magnetic and bingeable, from chasing prospects to choosing them, from irresistible offers to energizing experiences, and from copying a model to building one that fits your own life.
A marketing agency owner walks through the nine-part content system his team runs for eight-figure coaching and info brands, from offer design through DM sales to the metrics that show which stage is actually broken.
A solo-founder monologue compresses eleven years and $50M in sales into seven numbered lessons, running from a Bali affirmation story to a $600,000 ad-spend audit.
A sales recruiter who has cash-collected over $100M walks through the five revenue levels that took him from bartending to $2.5M a month, and the constraint that defines each one.
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