I Paid Myron Golden $375,000. Here's What It Made Me
A 52-minute case study in buying the most expensive thing a coach sells, and the three selling principles that came back with the money.
Posted
2 days ago
Duration
Format
Talking Head
sincere
Views
2.2K
85 likes
57 · 43
Big Idea
The argument in one line.
High-ticket coaching is sold by years of content and a seller who visibly does not need the sale, and it pays off only because paying a lot makes the buyer pay attention and do the work.
Who This Is For
Read if. Skip if.
READ IF YOU ARE…
A coach, consultant or course creator who sells a $5,000 to $55,000 offer and wants to see how a $375,000 sale actually happens from the buyer's seat.
A creator who publishes long-form video every week and wonders whether it sells anything, since this entire $375,000 decision was made on two years of YouTube.
Someone with a one-on-one coaching package who suspects a group program could charge the same price and deliver more.
An expert whose sales pages list every call, workbook and module, and who keeps losing high-ticket sales they thought were closed.
Anyone deciding whether to spend real money on a coach or mastermind and wanting an honest account of the fear, the spouse sign-off and the return.
SKIP IF…
You sell a physical product or software and never get on a sales call; every lesson here is about selling expertise.
You want to know what is actually inside Myron Golden's $375,000 program. The video deliberately shares almost nothing about the curriculum.
You are looking for a critique of high-ticket coaching; this is an unreserved endorsement by a paying client who also sells it.
TL;DR
The full version, fast.
A coach paid $375,000 for a year with Myron Golden after two years of watching his YouTube videos without buying anything. The sales call made no attempt to convince him, and meeting the seller in person got a shrug of 'if it's not a fit, it's not a fit,' which only made him want in more. His core rule: the transformation is in the transaction. Paying a lot makes you pay a lot of attention, and attention is what gets results. Three lessons followed. Group coaching beats one-on-one because other clients ask questions you never thought of. People buy payoffs, never pieces or process, so stop explaining the curriculum. And the more leaned out the seller is, the harder the buyer leans in. He reports over $2 million back in twelve months.
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The $375,000 wire and $2 million return stated up front. First-ever investment was a $2,000 course on a $200 payment plan; one idea from it returned $15,000 in 30 days. Thirteen years of coaches at every level since.
03:55 – 07:00
02 · Two years of YouTube did the selling
Followed Myron Golden on YouTube for two years, never bought a book or ticket, then bought the most expensive thing. Long-form video as immersion. Problem, promise, premise, process.
07:00 – 10:00
03 · The least polished sales call ever
The call with Jeff: do you know the price, are you good with it, hold on while I take my shirt off. Nobody tried to convince him. Your content is your sales call.
10:00 – 12:50
04 · 'I'm cool either way'
Shows up at the studio expecting future pacing and gets 'if it's not a fit, it's not a fit.' The lack of a pitch is what closed him. Applied Wednesday, met Thursday, in on Friday.
12:50 – 16:40
05 · Fear, published prices and the spouse conversation
From $55,000 to $375,000 is more than five times his previous ceiling. Why he publishes his own prices. Prayer, then the Friday lunch where he tells his wife the downside is breaking even.
16:40 – 18:30
06 · Earning the sign-off at home
An aside to husbands and to women who own the business: a spouse signs off on a big investment only when you have a track record of squeezing value out of what you buy.
18:30 – 23:32
07 · The transformation is in the transaction
A premium price makes the prospect ask 'am I worth it,' and that is the coaching already working. People who pay, pay attention. Minimizers, maintainers, multipliers. The in-laws' house versus the 7x return.
23:32 – 28:04
08 · Lesson 1: group coaching beats one-on-one
First meeting: never sell one-on-one at $54,000 again, that is your group rate. Clients run out of questions; a room never does. One-on-one went to $250,000, groups at $27,000 and $55,000 now carry the business.
28:04 – 32:22
09 · Lesson 2: people buy payoffs, not pieces
Pieces, process, person, payoff. Watching a $25,000 offer sold from stage with no detail beyond the outcome and two days in Tampa. Explaining the process makes it sound like work.
32:22 – 38:20
10 · Lesson 3: lean out and they lean in
They need your help more than you need their money. Someone else will buy. The middle-school crush analogy. Everyone has the money if they want it badly enough. A recent $55,000 call that closed with zero pressure.
38:20 – 40:30
11 · The results, in review
Money back in 90 days, over $2 million since from plays that were not already in the works. Inner Circle member Alex: three calls attended, one idea, $490,000.
40:30 – 46:45
12 · You get what you pay for, twice
Why hire a coach when a chatbot is free: better coaches cost more and buy speed and certainty. When you pay more you pay more attention. Do everything your coach says. Model their thinking. Myron as a man.
46:45 – 50:00
13 · Landing the plane: it was never the coach
Results are because of the client, and so is failure. The coach is the guide, the client is the hero. Recoup the investment in three to six months, then build the back end.
50:00 – 52:29
14 · Resources and a self-aware pitch
The five-day 10K Offer Challenge, the $29 book The Effortless Business with Myron's foreword, and a closing promise to 'pre-indoctrinate' the viewer.
Atomic Insights
Lines worth screenshotting.
A $375,000 coaching sale was closed by two years of free YouTube videos, not by a sales call.
Long-form video is an immersion experience: 30 to 90 minutes a week inside someone's thinking is what pre-sells a premium client.
You cannot convince anyone to buy high-ticket coaching; people buy only because they feel like it, and content is what makes them feel like it.
The question a $55,000 price tag asks is not 'is the coach worth it' but 'am I worth it,' and the coaching starts the moment the prospect wrestles with that.
People who pay, pay attention. People who pay a lot, pay a lot of attention, and attention is the only thing that produces results.
Publish your prices. A buyer who already knows the number arrives on the call with the decision half made.
Group coaching is worth more than one-on-one because clients run out of questions by month three, and a room full of peers never does.
The one-on-one rate became the group rate: $54,000 for one-on-one turned into $55,000 for a group and $250,000 for private access.
Buyers pay for the payoff, never the pieces or the process. Every minute spent listing modules and calls makes the offer sound like work.
A $25,000 offer was sold from stage with zero detail about what was inside, only the outcome and that it was two days in Tampa.
The more leaned out the seller is, the more the prospect leans in. 'If it's not a fit, it's not a fit' closed a $375,000 deal.
They need your help far more than you need their money, because someone else will buy; your only job is to make the offer.
Everyone has the money for what they want badly enough. Cars, houses and tuition prove people find money for things they cannot afford.
Hire a coach, then do everything they say for the full term before deciding what to keep. Arguing with the coach is paying for advice you refuse to take.
A cheaper coach gets you there slower. The premium buys speed and certainty, which a chatbot cannot supply.
A $375,000 investment was recouped in 90 days and returned roughly 7x in twelve months, more than any property, stock or startup bet the buyer had made.
Takeaway
Paying a lot is what makes coaching work.
WHAT TO LEARN
The content does the selling, the price does the committing, and the client does the work; every lesson in the video traces back to one of those three.
01Why a coach buys coaching
The first $2,000 course felt insane at $200 a month, but one idea implemented within 30 days returned $15,000 and is still running today.
You do not need to finish a program to profit from it; one play executed beats ten plays studied.
Every time the investment in coaching went up a level, business output went up a level, consistently for thirteen years.
02Two years of YouTube did the selling
Weekly long-form video is a mini immersion experience; 30 to 90 minutes inside your frameworks sells the viewer on your premise one episode at a time.
The $375,000 buyer had never bought a book or a ticket from the seller; years of free content were the entire funnel.
Decide what problem you solve, what promise you deliver and what premise you hold about how, then repeat it faithfully every week.
03The least polished sales call ever
The sales call did not convince, pitch or future-pace; it confirmed the buyer knew the price and answered questions, because a pre-sold buyer needs nothing else.
Nobody can be convinced to buy; people buy because they feel like it, and content is what makes them feel like it.
Treat your content as your sales call, so the people who reach you are already sold and the call is a formality.
04'I'm cool either way'
Meeting the seller in person produced no pitch at all, just 'if it's not a fit, it's not a fit,' and that indifference is what closed the sale.
A seller who visibly does not need the sale makes the buyer want to be chosen, which is the opposite of what pressure does.
05Fear, published prices and the spouse conversation
Going from $55,000 to $375,000 was five times anything the buyer had spent before, and the fear was real even for a veteran buyer.
Publish your prices so no one is lured onto a call and ambushed with a number; it also tells the market what you think you are worth.
Pitch the downside honestly to your partner: at worst the money comes back, and you commit to doing the work.
06Earning the sign-off at home
A spouse signs off on a big investment easily only when you have a track record of squeezing every dollar out of what you buy.
Trust at home is built the same way trust with clients is: by what you have done with the last investment, not by the pitch for the next one.
07The transformation is in the transaction
A premium price forces the prospect to answer 'am I worth it,' and wrestling with that question is already the first coaching session.
People who pay, pay attention; people who pay a lot, pay a lot of attention, and nothing else produces results.
Minimizers hoard money, maintainers spend it on stuff, multipliers put it to work; only multipliers become wealthy.
Money spent on yourself is not gone, it has gone to work; $375,000 in coaching returned roughly 7x in twelve months, far beyond any property or stock.
08Lesson 1: group coaching beats one-on-one
Clients do not know what questions to ask, so one-on-one coaching goes quiet after a few calls while a group keeps surfacing questions nobody thought of.
The $54,000 one-on-one price became the group price; one-on-one moved to $250,000 and two group programs at $27,000 and $55,000 now carry the business.
Group clients got better results than one-on-one clients, with less work for the coach, because shared wins and fears level up everyone in the room.
09Lesson 2: people buy payoffs, not pieces
An offer has pieces, process, person and payoff, and buyers only pay for the payoff: what it does for them.
A $25,000 offer sold from stage with no curriculum, no process and no deliverables listed, only the outcome and the fact it was two days in Tampa.
The moment you explain the process the buyer hears work; every sentence not about the payoff is a sentence that loses the sale.
10Lesson 3: lean out and they lean in
Believe in your body, not just your head, that they need your help more than you need their money, because someone else will buy if they do not.
You never know who will say yes, so your only job is to make the offer and let people decide without pressure.
Everyone has the money for what they want badly enough; cars, houses and tuition prove people find money for things they cannot afford.
No pressure reads as respect, and respected people want you and your offer more.
11The results, in review
The $375,000 was recouped in 90 days and the plays have produced over $2 million in new revenue that was not already in the works.
One client attended three calls, took one idea from the first, and generated $490,000; attendance does not matter when the payoff lands.
Think of premium coaching as money in, money back, then a play you own and can run forever.
12You get what you pay for, twice
A chatbot has information but is not a world-class human coach; cheaper coaches get you there slower, and the premium buys speed and certainty.
The most expensive coach in town might not be the best, but cannot be the worst; the cheapest tells you something too.
Do everything the coach says for the full term before deciding what to keep; arguing with the coach wastes what you paid for.
Hire at a high level to model how the coach thinks, not just to copy what they do.
13Landing the plane: it was never the coach
Results are the client's responsibility: the coach is the guide who shows the way, and the hero still has to walk it.
Fight to recoup the full investment in the first three to six months, then build the thing that prints on the back end.
A good coach keeps hiring coaches; staying in rooms with people playing higher is how the guide stays worth paying.
Glossary
Terms worth knowing.
High-ticket offer
A coaching, consulting or program offer priced from the low thousands to hundreds of thousands of dollars, usually sold by application or sales call rather than a checkout page.
VIP day
A premium one-on-one engagement where a client pays for direct time with the coach, either a single day or a year of access anchored by in-person days, priced far above group programs.
Mastermind
A paid group of business owners who meet regularly, usually with a facilitator, to coach and hold each other accountable. Here priced at $55,000 a year.
Future pacing
A sales technique where the seller describes in detail how the buyer's life will look after the purchase, so the buyer experiences the result before paying.
Money personalities
A three-way split of how people treat money: minimizers hoard it out of fear, maintainers spend it on things, and multipliers put it to work through investments, including in themselves.
Pre-sold client
A prospect who has already decided to buy before any sales conversation, usually because they have consumed the seller's content long enough to adopt the seller's worldview.
The four Ps of an offer
Pieces (deliverables), process (methodology), person (the expert's credibility) and payoff (the result). The argument is that only the payoff sells.
“Here's what most people selling high ticket won't tell you. I buy it too.”
The whole premise in one admission. Works with or without the $375,000 number.→ cold open for a reel about practicing what you sell↗ Tweet quote
06:59
“How do you sell a $375,000 coaching program? You don't. You let people sell themselves on your coaching program by letting them binge your content for years and years and years.”
Question-and-reversal structure, clean stand-alone claim.→ YouTube Short for creators who doubt long-form sells↗ Tweet quote
18:30
“The transformation is in the transaction, meaning the moment you level up is the moment you pay.”
Aphoristic, alliterative, contrarian enough to argue with in comments.→ text-on-screen hook over the talking head↗ Tweet quote
20:48
“People who pay, pay attention. People who pay a lot, pay a lot of attention.”
Chiasmus that explains premium pricing in nine words.→ caption-only clip, no context needed↗ Tweet quote
30:55
“The moment you start explaining your process, the moment you start explaining the pieces they get, is the moment they tune out because it sounds hard. It sounds long. It sounds like a lot of work.”
Direct, actionable, names the mistake most sales pages make.→ mid-roll clip for an offer-writing audience↗ Tweet quote
33:07
“They need your help way more than you need their money.”
The belief behind the leaned-out close, one sentence.→ IG reel over the hand-gesture frame↗ Tweet quote
46:57
“The reason I got results isn't because of Myron. It's because of me. And if I hadn't gotten results and got on here and said Myron Golden's a scam, it wouldn't have been Myron's fault either.”
Pre-empts the obvious objection and lands the accountability frame.→ closing clip for a 'does coaching work' debate↗ Tweet quote
The Script
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I regularly sell coaching that costs $27 ,000 and $55 ,000 and beyond. And here's what most people selling high ticket won't tell you. I buy it too.
Last year, I wired Myron Golden over $375 ,000 to be one of his VIP clients for the year. And I'll tell you right up front that I have made over $2 million in additional revenue running the plays that he gave me.
isn't the most important thing I got. It was a principle, really a handful of principles that changed the moment I hit send on the wire. And it's the reason most people never get results from coaching.
And I'll show it to you in this episode. One thing that I try to make clear is that I will never ask my clients to do something that I wouldn't do myself. I don't teach theory.
I don't teach things that I don't do. The things that I teach and coach my clients to do are the actual things that I do myself. And that includes buying high -ticket coaching and group coaching programs and masterminds and the like.
And I'll tell you, as someone who's been in business for over 17 years now, I just celebrated my 17th birthday as a business owner, I have invested in myself through coaching and courses and communities and masterminds over the years at various different levels. And every time I leveled up my investment in coaching into myself, my business leveled up.
I remember my very first investment in myself as a business owner was a $2 ,000 course. And I thought that was insane. I hired Ramit Sethi, or I bought one of his coaching programs years ago.
I didn't actually get hardly any interaction with him. I think there was just a little bit of a Facebook group. But it was primarily a $2 ,000 self -paced course.
And I was so afraid to invest in that $2 ,000 course that I took him up on the payment plan, which was $200 a month for 12 months. So I put $200 in. That was 10 times the most I'd ever invested in myself because all I'd ever bought was $20 books at that point.
So a $200 payment for a $2 ,000 course seemed insane to me. But here's what I did with that course. I took one idea, one idea.
I don't even know if I finished the whole thing. One idea from that course, I implemented it in the next 30 days in my business and made $15 ,000 extra that I never would have made had I not known that play.
easily my money back. I hadn't even paid for the whole program yet. That was my first level up, not only in my business, because it made me money, and now I own that play, and I've been running that play ever since, by the way, and I made a lot more than $15 ,000 off that one idea.
But what changed in me was that I realized that the best investment I could ever make was in myself through learning and through coaching. So I've become obsessed with coaching and masterminds at every level. I've paid speaking coaches, copywriting coaches, sales coaches, just general business coaches, mindset coaches.
I have invested in coaching and high -level masterminds and groups for the last now probably 13 years or 14 years consistently. And every single time I increase the amount of my investment in myself, I increase the amount of my output in my business. So I don't invest because I have to.
I invest because I know that I will always play at a higher level. It makes me better and I make more money. So as we get into this conversation today, think about what's the highest investment you've ever made in yourself?
And was it worth it to you? And what's the next investment you need to make to get to the next level? All right, let me really quickly explain how Myron sold me.
How does Myron sell a $375 ,000 offer? What do you get with that offer? What did that look like?
And then I want to walk you through what I learned and what I implemented from working with him. So this is so important. Lean into this.
I had been following Myron on YouTube for two years before I ever bought anything from him. For two years. And the first thing I ever bought from him.
was a $375 ,000 VIP day. Think about that for a second. That might be mind -boggling to you.
It was to him. He literally told me when I joined, he said, hey, don't take this the wrong way, but before you joined my program, I didn't know who you were. I'd never seen you buy anything, a book, a challenge ticket, anything.
So you're saying you just followed me on YouTube for two years and then bought my most expensive thing? I was like, yeah. And the reason why, was because he had been selling me all along for two years with his YouTube content.
This is why I'm so bullish on YouTube. I've been on YouTube for 17 years, and I preach to my clients every single week, you need to be on YouTube, and this is why you need to be on YouTube, because long -form video content is a mini immersion experience. When somebody spends 30 to 40 minutes with you, listening to you teach, learning your frameworks, learning the way you think, they are being immersed into your world one 30 -minute chunk at a time or hour chunk at a time or 90 -minute chunk at a time if you have a long podcast.
Every single time they're doing that, they are being sold on you. They're being sold on your premise, which is your unique way of solving the problem and delivering the promise. There's a problem that you solve, there's a promise that you deliver, and there's a premise, point of view, your perspective on how to solve that problem and deliver that promise.
There's a process, right? You're talking to the person. Notice how these are all P's, by the way?
This is so simple, and you realize everything in business starts with the letter P, like a good Baptist sermon, right? And so I had two years to watch his videos, let the ideas sink in, and go, what do I think about that? What do I think about that?
So I'm observing, and then... adopting his worldview and his beliefs and his premise on business slowly but surely. And every single week he's faithfully showing up.
He doesn't realize it, but he is selling me and solidifying every single week that I watch that he's the coach for me. Now, I knew he was the coach for me within three months, but I waited a couple years because I was rolling out of some other coaching agreements, had a few other things going on, and I knew I wanted to work with him at the highest level.
I literally told myself, I will be one of Myron Golden's private clients, and I know it's going to be a transformative experience for me. I knew that two years before it happened. So how do you sell a $375 ,000 coaching program?
You don't.
You let people sell themselves on your coaching program by letting them binge your content for years and years and years. So when I jumped on a call, I applied, and I got a call right away from Jeff, his brother, who at the time was a sales guy. Jeff has since gone to be with the Lord, and we miss him.
He's an incredible guy, really kind guy. And he was my first person I ever talked to at Myron's company. We got on a sales call, and I'll tell you, it was the non -selliest, non -selliest sales call I've ever been on.
Literally, at one point, I love this. I'm talking to Jeff, and the call went like this. Like, hey, man, tell me a little bit about your business.
I told him. He's like, cool, man. What questions do you have about Myron's VIP?
He's like, have you looked at the page? I was like, yeah, I've looked at the page. He's like, do you know how much it costs?
I said, yeah, I know how much it costs. He's like, okay. You feel good about that price?
I said, yeah. I was like, tell me a little. I had a question about this and that and that.
And he started to explain things. And he said, hey, hold on real quick. I'm getting real hot.
I'll be right back. Let me take my shirt off. I was like, wait, wait, what?
Literally, I think Jeff put the phone down. I think his AC wasn't working. And I think he was like.
taking the shirt off or changing. I'm not really sure. I was literally just sitting there with silence for like three minutes on the phone.
At one point, I literally thought it was like a ninja sales tactic to see if I would hang up or if I really wanted the offer. Like that's... I thought they were playing mind games with me.
I think literally Jeff was just really hot, needed to change his shirt. Because he eventually comes back and is like, all right, thanks so much, man. I'm so sorry.
It was like literally three minutes. It was the weirdest thing. I laugh about it.
I think I told Myron that. I think I told Jeff that. But I was like, this is the least polished sales call I ever had.
And here's why. Jeff wasn't trying to convince me. And if I were on a call with Myron, he wouldn't be trying to convince me.
Because Myron doesn't convince. Because guess what? You can't.
convince people to buy your thing. Because people only buy your thing for one reason and one reason only, because they feel like it. I felt like buying a $375 ,000 coaching program from Myron because I'd been persuaded for two years after being immersed in his content for two years.
I knew that there's no one better than Myron. Myron is the best of the best. Why would I not want to work with him?
I don't need to be convinced to work with Myron. The reason I'm on the call is because I want to work with Myron. So Jeff didn't try to convince me.
In fact, if anything, he was like, hey, are you sure you want to invest at that level? You could always join his King Solomon's Court, which is his $55 ,000 mastermind. I was like, no, I want to work with him one -on -one.
I want the best thing he has. So think about it this way for you. Just a side little lesson for you.
Your content is your sales call. I don't have to do sales calls. My content is my sales call.
And when you do content right, you get people showing up in your world who are pre -sold clients. They are pre -sold on you, just like I was with Myron. I was pre -sold on Myron, right?
The next day after my sales call, Myron happens to live in my town. I live in Tampa. The next day after my sales call, I said, I'm going to go show up at Myron's studio because he was filming one of his videos.
And I have a buddy that goes to his studio. And so I got the invite and the address and I went. And I told Jeff, hey, Jeff, I'm going to be at Myron's thing tomorrow.
And he's like, all right, I'll meet you there. And I'll introduce you to Myron. I said, great.
I just wanted to talk to him since I didn't get to talk to him on a sales call before I... Sent him a lot of money. The amount of money I had just spent a few months prior on buying my in -laws a house, by the way.
So it's like, I buy them a house for like 350K, and now I'm about to buy coaching for 375K. It's crazy. So I just wanted to talk to somebody.
So I go to the studio. Myron teaches. And then afterwards, Jeff introduces me.
Hey, Myron, this is Graham. I told you about it. We had a call last night.
He's applied for your VIP. And I shake his hand, introduce myself. And here's what I'm expecting Myron to do.
I'm expecting Myron to say, oh man, Jeff's told me a lot about you. Love what you're doing in your business. I think we could really help you.
I think we can get you to the next level. I think you're just a couple tweaks away from hitting where you want to be. Blah, blah, blah, blah, blah.
I expected some kind of, not sales pitch, but like future pacing. Imagine how amazing it's going to be when we work together. That's what I imagine it's going to be.
Here's how it went. Myron goes. Well, it's nice to meet you.
And it might be really cool to work together. You know what? And if it's not a fit, it's not a fit.
It's all good. Glad I could meet you. Thanks for coming out today.
Okay. It was kind of like that scene in Dumb and Dumber where he comes out of the gas station and he's like, big gulps, eh? And nobody talks to him.
He goes, well, see you later. That's what it felt like. I'm like, okay.
You're not going to try to say, like, I wanted him to sell me. That's how fascinating it was. I was like, why doesn't he want me?
Does he not want me in his program? Am I not good enough? You know?
Are you not entertained? It's like, I was so confused that he didn't seem to want to close the sale. He's like, I'm cool either way, man.
I'm cool either way. And that's what got me. That's what got me to buy.
because he didn't need the sale. He sure didn't act like he needed the sale, and it messed with me in a good way. Is that making sense?
So let me walk through. So I eventually said yes. The next day, I talked to my wife.
I'm going to walk you through my decision -making process, and I'm going to teach you the three lessons, the biggest lessons I learned from Myron, and then some of the results, and we'll land this plane. I ended up joining the next day. So I apply on a Wednesday.
I'm on a sales call with Jeff. Thursday, I meet Myron in person. He doesn't try to sell me at all.
It's awkward. The next day, I'm in. Okay, so was I afraid to invest $375 ,000 in coaching?
Yes, right? The most I'd ever spent in coaching for one single program was $55 ,000, okay? I'm a part of a mastermind.
It's a $55 ,000 mastermind. I've done that for multiple years, and I've invested all the way up from... 2 ,000 to 6 ,000 to 15 ,000, 20 ,000, 25 ,000, multiple 20s and 25s, and then 55 ,000.
But I've never invested beyond that in myself and coaching, okay? So it's funny, you're comfortable with whatever you've invested before. And so maybe you're like, 55 ,000, that's crazy.
It wasn't crazy to me because I had done it before, but it was crazy the first time I did it, but it wasn't crazy anymore, right? But to go from 55 to 375 ,000, that's more than five times the level I've ever invested before. So was I?
Afraid, yes, I was afraid. My honest gut reaction to the number was I wasn't unfamiliar with the number. It wasn't like I didn't know what the number was.
And that's what I appreciate about Myron. And one of the things I have learned, side note, is publish your prices. Tell people what you're worth.
The reason I tell people that my inner circle is $55 ,000 and my VIP day is $250 ,000 is because I want people to know what I'm worth, how I view my brand. And Myron does the same. He was like, yeah, I'm not going to lure you in and get you on a call and then reveal the price to you at that level.
You either want to invest at that level or you don't. So I knew the price. I wasn't shocked about the price because I knew it.
But the conversation with my wife was really important because she and I don't make big investment decisions without each other. I don't buy a car without her. I don't buy real estate without her.
We don't invest in a startup without talking about it. And same thing with coaching at a high level. I tell her, hey, I'm thinking about hiring this coach.
I'm thinking about joining this mastermind. It's going to be this investment. Even though it's my business, air quotes, it's not.
It's ours because all the money is our money because we're married, like the Bible talks about, to become one. That's the design. We're not two distinct people.
We are one unit. So it's her money. It's just as much as my money.
And ultimately, it's God's money. So I'm accountable to God because it's his money, and I'm accountable to my wife because it's our money together. I had been praying all week as I was thinking about applying, and I felt God saying, yes, the time is right, work with Myron.
I felt that was clear from him. And I wanted to make sure if that was really coming from God, then I knew my wife would agree, right? Because God doesn't contradict himself, and the Holy Spirit is in Shea just as much as it's in me.
So if she said no, then maybe I didn't hear correctly from the Lord. So I always want to know that God's going to confirm things through other people that are walking with the Spirit. So I felt God saying yes to do it.
Sat down with my wife for lunch. It was that Friday. We do date days on Fridays.
We don't work on Fridays. And so usually we go out to lunch. So we're at lunch in a beautiful courtyard in this Greek place we really like in town.
And we're just eating brunch and having a great time. And I told her, hey, I told her I was going to apply to work with Myron. I got on the call.
Here's how it went. Here's the price.
And here was my conversation. I didn't try to convince her to do it. I said, look, if you don't feel comfortable with me spending this amount of money, I won't do it.
It's totally fine. But I want you to know that I believe Myron is the best that there is. And whatever he tells me to do, I am going to do it.
And I am more than confident that I will make the money back in the very least. So it'll be a zero cost. I know I'll make the money back.
So I had told myself and I told her, at worst, I have to make $375 ,000 back. That's it. And I let her know that I was going to put in the work.
And she was like, I'm totally fine with that. I trust you. Husbands, by the way, do you demonstrate to your wives through your actions, your words, your regular way you handle money, resources, the family, responsibilities, that you are trustworthy?
Because if you don't, it's going to be hard to get your wife to sign off on you wanting to do something like this, even if it's a good thing to invest in yourself at this high level. because they're skeptical, because they don't know if they can trust you. But if you have demonstrated that every time you invest in something, you squeeze the most out of it, that everything you do with your finances, because I believe you are responsible for your family's finances, whether your wife handles the bank accounts or the paying the bills or you handle it, you're ultimately the head of your household.
And so you're responsible. You're the leader. So leaders take responsibility.
If you have demonstrated that you are responsible, you work hard, you pay the bills, you take care of the family. then you're gonna have a lot easier time getting your wife to sign off on investing, right? In yourself in this level.
And ladies, it's the same with you. If you're the business owner, I have a lot of clients where the lady is the business owner and the husband works a normal job, but she makes more than him and she's the one investing in her coaching. It's the same there.
Does your husband trust you that when you invest in something, you put in the work? Because that's all he or she could ask is that you put in the work when you invest. If they trust you, it's going to be an easier sell, right?
And you want to be unified, right? You don't want any resentment or disunity in your marriage. Not worth it.
But some spouses don't understand the power of investing because everyone has a different money personality. And if they're not a multiplier, which is one of the three money personalities, they're going to have a hard time seeing the value in investing even $5 ,000 into something. But let me share with you.
a core principle that happens every time I invest in myself, and it's going to happen for you if it hasn't already, and it's going to happen for your clients when you're selling iTicket offers, which you should be. The transformation is in the transaction, meaning the moment you level up is the moment you pay. Now, why is that?
And what do I mean by that? The moment I present to a client, hey, It's $55 ,000 to join my inner circle and be one of my private clients in this group.
They are stuck with a question, which is not, is this worth it? Is Graham's coaching worth it at $55 ,000? That's not the question.
The question is, am I worth it? Am I worth investing $55 ,000 in? And that might be a hard question for them to answer.
And so I love... Making an offer and saying the investment is $55 ,000 and watching them struggle. Not because I'm weird or because I'm sadistic.
It's because I'm watching the coaching already work. They're not even a client of mine yet, and I'm already coaching them by making them a high -ticket offer, a premium offer. Because now they're wrestling with the most important question that will dictate their future success or failure.
Am I worth it? If you don't think you're worth it, you're not going to be successful in the future. You have to, at a high level, believe that you are worth investing in.
Your own money, other people investing in you, whatever it is, that you are worth it. And that's a tough question based off of your background, the way people have maybe abused you or treated you in the past. You might struggle with worthiness.
It's not woo. That is very, very real. If you do not feel worthy of more success, more love, more wealth, more achievement, more happiness, you will self -sabotage and you will struggle.
And so I'm not saying it's easy. I'm just saying the transformation begins the moment there's a transaction. Even before the transaction, you're asking, am I worth it?
Am I worth it? And that's a question I want you to answer because the short answer is you are worth it. You are made in the image and likeness of a God who is infinite and amazing and creative and loving and all -knowing and all -powerful, and you are made in his image.
You are not God, but you look a lot like him. And that means you have worth and value and so much to offer the world. And so you are worth it.
If nobody's told you yet today, you're worth it, you're worth it. But that's the first question that you ask when you're about to invest. Am I worth it?
The moment you pay, you've already made it. You've already got the transformation because you're locked in. People who pay, pay attention.
If you get stuff for free, you don't pay. Like people that watch my free stuff and never buy something, they're not really paying that much attention. But people who pay, pay attention.
People who pay a lot. Pay a lot of attention. And the only way you're going to get results is if you pay a lot of attention to your coach.
That's the only way my clients get a lot of results is if they pay a lot of attention. That is why I charge a premium, so that they pay attention. If somebody gives me $27 ,000 or $55 ,000, you better believe they're going to pay attention.
And the moment I wired over $375 ,000 to Myron, you better believe I started paying attention to everything he was saying, even on his free YouTube stuff. I leaned in harder than I ever leaned in before. In his coaching portal, any video he ever filmed, I watched every single video.
Does this make sense? Every coaching call I went to because I wanted to get my money's worth. I wanted to learn.
I want to soak up everything. So I'll just say this. If you're scared to invest, you're not weird.
You're just human. Because the world programs us to be minimizers and maintainers. And those two money personalities want to either hold on to money because they're afraid they're going to run out of it.
because the world tries to scare the mess out of you, or you're the maintainer, which is you spend money all the time, but not on investing. You spend money on stuff, and it's gone because you've bought the lie that life is short. You might as well just enjoy it and spend all your money.
Now, you should enjoy your money. And you should save some of your money. So actually, there's truth to both of those personalities.
But when that's the dominant view of money, you never make more than you have. You never become wealthy or successful because to become wealthy or successful, you have to be a multiplier, which is the third money personality. And multipliers are investors.
They look at money. They know when money is gone, it's not gone. It's just gone to work.
And they invest in real estate. They invest in stocks. They invest in startups.
They invest in private equity. And they invest in themselves, which is the number one investment you should be making. I've invested in almost everything you can think of, and I've gotten pretty good returns.
I'm a pretty good investor, and some of it's luck and timing. I have never gotten anything close to the returns I've gotten by investing in myself. Does it make sense?
So I knew that I just invested in a house for my in -laws, around, again, 320, 340K, whatever that house was, and then 375K I'm investing in myself. That house might have gone up by 50K, maybe. in a couple years my 375 000 investment with myron has made me an additional 2 million in 12 months i don't i mean that's a 7x return i don't know what out there right now can give you 7x in 12 months that's insane 700 return so anyway be an investor All right, let me share the three biggest lessons I learned from Myron.
This is almost impossible to do because I have learned so much from him and continue to learn from him. He continues to be a mentor, and I've gone to more of his events afterwards. I've spoken at some of his events.
He's a dear friend and a man I really respect. And I've learned a lot also from him as a man, husband, father, and Christian that aren't even in this list. But I was just thinking, what are the three biggest business lessons I've learned from him?
that have helped me print money and might help you, so let me pass them on to you. Lesson one. This one is maybe the most surprising to me.
Group coaching is more valuable than one -on -one coaching. My first coaching meeting with Myron, we both live in Tampa, so I did do a mall in person. Went over to his office, sat down for two hours maybe, showed him all my offers, how much I was making, size of my audience, where I'm at.
The number one thing he said to me that first day was, at the time, my one -on -one coaching package was $54 ,000. It was 12 months of one -on -one coaching with me. It's like a call every other week.
And it included a VIP day. You come to Tampa and do some coaching in person. And I was selling that relatively regularly.
I was doing a lot of focusing on one -on -one coaching at the time. I had shut down a mastermind. I had shut down a membership.
I stopped selling my courses. And I was just focusing on one -on -one coaching, primarily because I wanted to. And second of all, I wanted to...
go more high ticket. And third of all, I wanted to test out new frameworks and new ideas that were working for me and my business and see what would work for my private clients so then I could sell them to everybody else, teach them to everybody else. The first thing he said was, well, from now on, never sell one -on -one coaching at $54 ,000 anymore.
That is now your new group coaching rate. And I said, group coaching at $54 ,000? Who's going to pay that, Myron?
When he said that, my mind like, exploded. Like, do you don't understand?
I got to get on sales calls and, and really warm somebody up to sell a 54. And I was proud of myself. I've sold a dozen $54 ,000 offers.
I'm like, isn't that awesome? He's like, yeah, but it'd be more awesome if it's group coaching. And so I pushed back and said, Hey man, I appreciate that you, that you see that in me and I receive it.
But I shared my fear. I was like, but people want one -on -one coaching. Are they really going to want to spend that kind of money on group coaching?
He said, yes, because group coaching is more valuable than one -on -one coaching. I was like, what are you talking about? He said, look, people think one -on -one coaching is most valuable.
And so charge a premium for it because your time is really valuable and you should charge a premium. But you got to understand, Graham, that people don't know what questions to ask you. So they hire you one -on -one and they don't know what questions to ask you.
Put them in a group on a group call. Someone else asks a question they never thought to ask and they go, oh my gosh, I never thought about that question. And now they just got served.
And now that gets them thinking about other questions to ask. They're literally getting literal more value because of the other people in the room asking questions they never knew to ask. And it dawned on me, well, that makes sense because I'll get on these one -on -one calls with my clients.
And after a couple of calls, they've asked every question they know to ask. And I do bespoke coaching, so I don't get up and say, I'm going to teach you all this random stuff. I'm like, what do you need help with?
Where are you stuck? And they don't know what to ask. They run out of stuff.
So the back nine months of our coaching year was always pretty chill because they're like, I don't know what else to ask. And I can't help you if you don't know what to ask. And so it dawned on me, oh my gosh, groups are more powerful.
So that was a huge reframe for me. I took my one -on -one coaching all the way up to $250 ,000. And I created two group coaching programs.
My highest level one is my inner circle. It's $55 ,000. And then I have another one.
It's my accelerator. It's $27 ,000. And that is where I put all my emphasis in the last 18 months is in group coaching programs, two group coaching programs.
And it's just changed the game. It's way more fun for me, way less work for me, way more valuable for my clients. And I know it's more valuable for them because they're getting better results than my one -on -one clients were getting.
When people are sharing their wins, when people are sharing their fears, when people are sharing their questions, everyone in the room is leveling up. So put your people in a group. It's more helpful for them.
It's more valuable for them. And yes, your group offer can and should be a high -ticket offer. Okay, that was number one.
Number two, people buy payoffs, not your pieces or your process. The way I think about offers is that there's four Ps. You've got The pieces, these are the things you get.
You get these many videos, this amount of calls. You get these workbooks I designed in Lovable. You get to come to this event.
You get this AI prompt. You get the pieces, okay? There's the process.
Here's my unique methodology. Here's how I take you through this step, this step, this step, and you probably have trademarked the name, okay? Then there's the person, who you are.
I'm so credible because I have a TED Talk or a best -selling book or I've got a certification or a degree or I've been doing this for 20 years or Oprah says I'm amazing, right? The person. But people don't buy any of those things.
They buy the payoff. What does your coaching do for me, Graham? What does it do for me?
So you know what the payoff is that I sell? I'll get you to $100 ,000 a month working 20 hours a week or less. Do you want that or not?
Most people say, I want that. That's what they're buying because that's what I'm delivering to people. They don't care if they get to come to a certain number of calls with me.
Are they going to be mad if it's 12 calls versus 24 calls if they get the result? Are they going to be mad if they can't even jump on a call? They have to send a carrier pigeon, and I send a carrier pigeon back to them.
But if we did that and you made $100 ,000 a month working 20 hours a week, do you care? Probably not because the payoff is all they really care about. And so I know that at one level, but watching Myron do it, whole nother level.
Myron, I spoke at one of Myron's events in LA. I think it was called Wealth Accelerator Live. And he spoke a bunch of times.
I spoke. My friend Omar El -Takrori spoke, another one of Myron's past clients. A few other speakers, Garrett Gunderson spoke.
Some awesome people came in to speak, right? One of the things I was excited about for that event is watching Myron sell a $25 ,000 offer from stage because I knew what he was going to sell. I knew what the whole two -day event was about.
People bought a ticket, but he's ultimately going to sell a $25 ,000 offer. And I knew the offer. I knew the pieces.
I knew the process. It's a piece of the offer I got. I was a part of it, so I know everything that they're going to get.
Watching him sell it was very instructive because he did not tell them a single thing about what's in it. People had no idea what's in it. All they knew, was that it was going to make them incredibly wealthy and transform their family and their lives.
And the only other detail was that it was an in -person event for two days in Tampa. That was it. $25 ,000.
They had no idea what they were going to learn. They had no idea what the process was going to be. They had no idea.
And I remember talking to him about that. I was like, I feel like you didn't really explain anything. He was like, that's on purpose.
Because the moment you start explaining your process, the moment you start explaining the pieces they get, is the moment they tune out because it sounds hard. It sounds long.
It sounds like a lot of work. And nobody wants to spend $25 ,000 to do more work. They are willing to spend $25 ,000 to improve their life and make more money, save money, save their marriage, right?
Get rid of their anxiety, get rid of their back pain. They're willing to spend money on a payoff. But every moment you're not speaking about the payoff is a moment that they don't feel excited about their future and is a moment they start to go, oh, this is going to be a lot of work.
And some of you will spend a ton of time on your sales pages and your sales calls talking about the pieces, talking about all the stuff they get, and you're losing the sale. The more you talk about the stuff, you're losing the sale. So watching Myron do that, it's the way I was sold his $375 ,000 program.
I didn't know hardly anything, but he speaks in terms of payoffs. He teaches payoffs. He sells payoffs.
I don't know what the details are. I'll figure it out when I get in. And that changed everything for me.
That made me over -index on payoff and under -index on all the stuff you're going to get. And in real time, I've seen that play out in my life where the coaching calls and the sales presentations where I over -index on all the stuff you're going to get and under -index on how it's going to change your life, I lose the sale.
So people buy payoffs, not your pieces or your process. And then number three, this one is the most powerful of the three. The more leaned out you are, the more they, your prospect leans in.
The more leaned out you are, I don't need the sale. The more they lean in and say, I want to buy this from you. I want you to sell this to me.
This is so paradoxical to me. And I experienced it with Myron. And I've seen him do it.
And I've adopted the sales mentality. It's a game changer. You have to believe, and I learned this from Myron, that they, the person you're making an offer to, whether it's one -to -many on a webinar or a challenge or on stage or it's one -to -one on a Zoom call or a sales call, you have to believe at your core that they need your help way more than you need their money.
And the reason that's true and you can believe that is because if you have a good offer, you know it's going to transform their life. And you know they have a problem that you can solve because you've solved it for at least yourself, if not for other clients. So you know they need your help.
They've said, I need your help. But you don't need their money. But Graham, I need money.
I'm running out of money. No, no, no, no, no. No, you don't.
You don't need their money. You can get somebody else's money. You don't need this person in front of you right now to buy because someone else will buy it.
It doesn't have to be them. Does that make sense? So you don't have to put all your hopes, I hope this person buys.
You don't have to hope anything. You can know, especially if you learn how to do this the right way. And this is stuff I teach inside of the 10K Offer Challenge, which I'll link below if you want to come grab a ticket to that and learn how to craft your 10K offer and sell high ticket premium offers.
I can teach you how to do this, but you're going to know that your offer is good and people are going to buy it. You just don't know who. is going to buy it.
I don't ever know who's going to say yes to my offers when I present them. And sometimes I'm crazy surprised by the people who do. It's the people that I don't think are going to buy it.
That's not for us to decide, right? Like, it's not up to me to know who's going to buy, when they're going to buy, or why they're going to buy. It's just my job to present offers.
I make invitations, I make offers, and people say yes or they say no. I'm never stressed about, I hope this person buys. Because I don't need them to buy because someone else will.
But they need my help. The only reason they're on my call or in my challenges is because they need my help. And you got to remember that.
They need your help way more than you need their money. And what's crazy is when you believe this in your body, like not just intellectually, but in your body, you believe this, they can sense that energy. It's a very leaned out, relaxed, and very attractive energy.
Remember when you were in middle school? or elementary school or high school, and there is that girl or guy that you liked, and if you were trying to talk to them all the time and like, hey, you want to hang out? Or hey, hey, hey.
They got, ugh, leave me alone. Ugh. You're like, you won't give me any space.
But the moment you pretend that they don't exist, look the other way, act like you're not interested is the moment they're interested in you, right? Like, why does this happen? Because people want...
what they can't have and don't want what they can have. And so when you act like, hey, I don't really need this sale. I'm not really trying to pressure you.
People get confused and they're like, well, I want you, I want you to choose me, right? Just like when I met Myron in person after I'd applied and I was like, are you not going to try to sell me? Like I wanted to be wanted by Myron even more.
And it sounds weird, right? But I admire him. I'd been watching him for two years.
I wanted him to be like selling me hard because I wanted to feel the attention. But ironically, the fact that he didn't give me that attention and didn't sell me hard made me desire to be one of his clients even more. Because I was like, what is up with this guy?
He's got to be loaded or just not care that he's not even trying to sell me hard. And I respected that. And I wanted to learn how to do that.
So I've watched him do it. I've adopted that mentality. And it's changed everything.
Am I perfect at it? No. But man, it gives me so much peace where I believe.
that if I have an irresistible offer, my ideal client's going to want it every single time. Whether they have the money for it, and everybody has the money for it, by the way. If they want it bad enough, they'll find the money for it.
And you know this is true. If you want my coaching bad enough, you'll find the money for it. Or anything you want that's expensive, in your air quotes, you'll find the money for it if you want it.
How do I know? How many of us have ever bought something we can't afford? Right?
It's called a car. It's called a house. It's called college tuition in America, right?
But how did we afford it? We found a way. Because we wanted it bad enough.
We found a way. We didn't go, oh, I don't have enough money for a car, so I won't get one. No, if you want it bad enough, you will find a way.
And so people always find the money if they really want it bad enough. So I know I've got an offer that people want, and if they want it, they're going to find the money for it. So it's either that they're not willing to find the money for it, or it's just not the right timing.
And that was the case with me and Myron. I knew within three months of watching his content on YouTube that he was the guy. It just wasn't the right timing for me.
And I had the money. It just wasn't the right timing for me. So I'm so leaned out, right?
I just had a sales call with someone from my inner circle, my 55K offer. It's the only one I do sales calls for. She's a perfect fit.
That's why I saw when her application came through. That's the only reason why I got on a call because she's a perfect fit. She already knew the price.
She already knew everything. But I just got on a call, heard her story, answered any questions she had about the program, about a payment plan option. And I was like, look, if it's a fit for you, let's do it.
I'm excited to help you. We'll get you to 100K months and working 20 hours a week or less. If it's not a fit for you, it's nice to meet you.
Like I literally am not sad about it. The next day I get an email, I'm in. I'm in, right?
So there's no pressure. And when there's no pressure, people feel respected. They feel treated like a human.
And then they actually want you more and they want your offer more. So the more leaned out you are, the more they lean in. Again, in review, I paid Myron over $375 ,000.
I made my money back in 90 days. So I made it all back in 90 days. And I've since made $2 million plus.
I couldn't even add up all the other stuff, but the numbers I could find, at least $2 million extra directly from stuff that Myron told me to do. Not stuff that I already had in the works, just brand new stuff Myron told me to do. An extra.
$2 million. Would you like an extra $2 million? Would it be worth it to you to spend $375 ,000 if you got an extra $2 million?
Yes. Yes, yes, yes, yes, yes. That is the way we need to think about investing in high -ticket coaching.
The reason I feel very comfortable offering a $55 ,000 inner circle offer to people is because I know if they're the right person and they apply themselves, more on that in one second when we land this plane. They can easily 10X their money. In fact, one of my Inner Circle members, Alex, joined in February, paid $55 ,000 to be in the program.
He's come to three calls. I've counted three calls. So he's barely there.
Why? Because he's a busy entrepreneur. Am I sad?
No. Is he sad? No.
And here's why. Because after call one, he took one idea that I gave him, ran with it, and generated an additional $490 ,000 of business from one call. He almost 10X his investment in week one.
Do you think he's sad about not coming to all the calls? No, because he 10X his money. This is how I think about premium coaching.
It's an investment. You put the money in, you know you're going to get it back if you do the play, but you're going to get way more back. And then what's great is that not only do you make the money back and then the extra money that comes in, you now have the play and you have leveled up to be the person.
that can run that play over and over again and keep making money with it. So yes, was it worth $375 ,000? Yes, and I'd write that check again tomorrow in a heartbeat.
Now, let me talk about this real quick. This is something that's so important. There's two reasons why, people ask, Graham, why is your coaching worth it?
Why should I invest with you? Or if it's not me, someone else. In this case, why Myron?
And the short answer is you get what you pay for. But there's two reasons why you get what you pay for. Number one, better coaches do cost more, right?
Someone asked me in my coaching call in my accelerator group today, why should people hire coaches in an era of AI when you can just talk to Claude or ChatGPT or Gemini or Muse or whoever you like and kind of have real -time coaching for free or for $20 a month for the pro plan or whatever it is? Why? And I was like, look.
you're going to get some good stuff with a free chatbot. Very helpful stuff, but you get what you pay for. That chatbot knows a lot of information.
That chatbot is not a human. That chatbot is not a world -class coach, is not a world -class expert in the space. That chatbot has access to information, but is not the same as a coach.
So can you get good results with that? Absolutely you can, because of the second reason I'm going to give you in a second. But there is a reason why premium coaches charge a premium.
If you've ever hired a $1 ,000 coach, you've gotten $1 ,000 service. If you've ever hired a $10 ,000 coach, you've gotten $10 ,000 service. If you've ever hired a $100 ,000 coach, you will get $100 ,000 service.
There is a difference at every level. And that's fine. I think it's great that there's coaches at different price points for different people.
But who you hire matters. If you hire one of the cheapest in town, you know it's not the best. If you hire one of the most expensive in town, you know they can't be the...
the worst because the the the worst can't be the most expensive doesn't mean they are the best but you know they're definitely not the worst and so there is a reason why good poke coaches cost more the way i think about is if i want to go to the top i want to work with people at the top i can i could find a cheaper coach than myron and i'll get there slower but the reason i pay more is because i want faster results and i want certainty of results And you get speed and you get certainty when you work with premium coaches.
You don't get that with bottom level coaches and you certainly don't get that with AI. So you get more speed, more certainty. So better coaches do cost more.
But here's the kicker. This is more important than that because you may not agree with me and that's totally fine. I'm not trying to convince you.
When you pay more, let's talk about you. When you pay more, you pay more attention. We said that earlier.
People who pay, pay attention. But people who pay a lot, pay a lot of attention. When you pay a lot, you pay a lot of attention.
And that's what you need. If you want results. When you've invested in yourself to the tune of $10 ,000, $25 ,000, $50 ,000, $100 ,000, $375 ,000, you have way more skin in the game.
And when you have skin in the game, you do the work. You do the work. And you have to do the work to get results.
Myron didn't do the work for me. Myron didn't just give me $2 million. I made that $2 million.
But the reason I made it is because I was so leaned into what Myron said, I'm going to do whatever Myron says. And by the way, anytime you hire a coach, don't disagree with the coach. Don't argue with the coach.
Don't dismiss what the coach says and say you've got a better way of doing it. You don't. That's why you hired them.
Do everything your coach says. And then after you've done everything they've said, you can decide what you want to keep and what you want to toss. But don't Ignore what they're saying.
Do everything they say to the T. There's a reason your coach is telling you to do it. So when I hired Myron, I'm like, for the next 12 months, I'm going to do everything this man says.
And that's what I did. Am I different than Myron? Absolutely.
Do I agree with everything Myron and how he does it? Why does it? No, we're different people.
He doesn't agree with me on everything. But that's not the point. The point is, I want to learn from a guy who's at a different level than me.
And I want to get there faster. And it's not just I want to learn what he does. I want to learn.
Why he does it, how he does it. I actually, deeper than this, I don't even have time to get into this episode. I hire coaches at a high level, honestly, to model their thinking.
If I could just start to think the way they think, I'm sure my life would look a lot more prosperous than it does now. So I'm getting so much out of it. So Myron, just in case you're wondering, is he the real deal?
100 % the guy's the real deal. Myron is one of the kindest, gentlest, most humble people I know. who's also confident, and maybe that rubs some people the wrong way.
It might be his private jet. It might be the car, the Rolls Royce. It might be the rings.
It might be the $20 ,000 suits. If that rubs you the wrong way, that's fine. I don't have a private jet.
I don't drive a Rolls Royce. I don't wear flashy rings or suits. I'm wearing Viore joggers, some Nikes, and a Viore shirt.
We're different people. But just because he's confident and wealthy doesn't mean he's braggadocious or a jerk or a scam artist or just cares about money. Myron is one of the most committed husbands, fathers, and Bible teachers I've ever seen.
And he just loves nothing more than teaching and having somebody apply it and their life improve. You can just watch his passion. for teaching this stuff and working with his clients.
And he just wants people to get it. He just wants people to get it. So whether it was me in the private jet with him back and forth to LA or where do we go?
Idaho, right? The Boise, whether it's in the events that we would run together, whether it's just on coaching calls or me going to his office and getting one -on -one coaching, whatever it was, having dinner, having breakfast, having meals, every interaction, I saw a man who's confident about who he is, confident in his purpose, and committed to helping people win.
And you couldn't ask for anything better than a coach. And if you're thinking about that for yourself, that's who you need to be. You need to be an open book.
He's a very open book. You need to be committed to your clients winning. And you just got to be, you have to be so obsessed with the thing that you do and teach that you would do it to an empty room.
And I think that's Myron to a T. All right, let's land this plane.
I'll say it this way. How did I... get successful and make over $2 million working in Myron's coaching program, it wasn't Myron.
The reason I got results isn't because of Myron. It's because of me. And I say this with all humility.
If I hadn't gotten results and I got on here and was like, Myron Golden's a scam, it wouldn't have been Myron's fault either. It would be because of me. You see, he told me from day one, and I tell my clients the same thing, He said, Graham, if you're gonna be successful in this program, it's not gonna be because of me.
It's gonna be because of you. You're gonna do the work. And if you're not successful in this program, it's not gonna be because of me.
It's gonna be because of you because you didn't do the work. A coach's job is to be the guide. The guide's job is to show the hero the way.
So Myron showed me the way. Here's the plays. Here's the psychology.
Here's the mistakes that I want you to avoid. Here's this, this, this, this, this. He can't make me do it.
I had to go do it. So the reason I was successful is because I did the work, but I ran his place. When you hire a coach with a love, do the work, run their place, be committed to not only making your money back, but making a multiple in your money.
Because there's a reason why that coach is in business, because he or she gets results. People who work with me, get results.
They go from 6K a month to 76K a month. They go from 20K a month to 100K a month. They have 100K days, $250 ,000 a month.
They make 50K in their first 30 days. These are real things that happen to my real clients when they work with me. Because I am a legit coach that knows how this stuff works.
I've been doing it for myself for 17 years. And I continue to get better. Why?
Because I have coaches. Because I haven't stopped learning. Because I haven't stopped putting myself in rooms with people that are way better at this than I am, that are playing at a higher level than I ever will play.
I want to continue to expand and grow and multiply and level up, not only for myself, but for my own clients, right? As I become a better guide and more valuable guide, I can serve my people at a higher level. And the same is true for you.
Remember, the transformation's in the transaction. The moment you pay, you've already been transformed because you got skin in the game. You're committed.
You're going to fight and do whatever it takes to get that money back. And you should. You absolutely should.
I tell my clients, you pay me $25 ,000, $55 ,000, $100 ,000, $250 ,000. You fight and get that money back in the first three to six months. Just get it back.
But then build a thing that just prints money in the back end. Think about recouping your investment first and then getting all the proceeds on top of that, all the return on investment on top of that. So I don't know if you're thinking about hiring Myron.
Can't sign off on him enough. I highly recommend anything Myron's ever done.
And if you've worked with him, then you know. And I hope that something in this episode was useful to you as a lesson, as the things I'm learning and have learned and continue to learn. I hope this has been helpful to you as you think about making premium offers to your clients.
And again, two resources. One, if you haven't come to my signature event, I run a five -day coaching experience on Zoom. It's called the 10K Offer Challenge.
If you've never dialed in your offer, and if you've never sold anything, high ticket. I'm talking $5 ,000, $10 ,000, $20 ,000, and that scares the mess out of you. Who would pay me that?
A lot of people. You need to come to this event. We'll fix that once and for all.
You will not only understand how and why people will be happy to pay you $10 ,000 or more, but you will walk out of that five days of coaching with your own $10 ,000 offer in hand. And some of you will have even sold it by day five. How crazy is that?
So come to the event. I'm going to link to it in the description of the show notes below. And if for some reason those dates don't work for you and you just want to start somewhere, pick up my book, The Effortless Business.
I teach a lot of frameworks in here that I teach my $55 ,000 clients. You can get this for $29 plus shipping and handling at effortlessbusiness .com. It's not for sale on Amazon or anywhere else.
So pick it up at effortlessbusiness .com. I'll link to that in the show notes in the description. as well.
And speaking of Myron in that book, Myron was kind enough to not only endorse the book, but write the foreword. And I'll say the thing that was the biggest compliment to me from Myron, well, two things. One, when I was writing the book, I said, Myron, I've written a book.
I think you're going to love it. And I would be honored if you'd be willing to read it and endorse it. And when I told him the name, The Effortless Business, he said, dang it.
oh, I should have written that book. That's such a good title, right? So I took that as a compliment.
Second thing, one of the things he said, and I put it on the book, is that this book is a masterclass on business optimization. And that's how I wrote it. It'll take you two hours to read it.
It's 150 pages. If you implement what's in this book, it is like a action -packed masterclass on how to optimize your business and take it to the next level. So hopefully one of those resources or both will be a great, next step for you to at least get into my world a little bit more.
Let me pre -indoctrinate you a little bit more and persuade you to think the way I think and do some of the things that I do. And the reason I want to do that and brainwash you is because it's brainwashing that'll make you a ton of money, cut your work hours in half. And who doesn't want that?
Okay. I hope this episode blessed you. Have an amazing rest of your day.
I'll see you on another episode real soon.
The Hook
The bait, then the rug-pull.
The title promises a number and the first sentence doubles down: the man who sells $55,000 coaching admits he buys it too, at nearly seven times that price. What follows is less a testimonial than a dissection of why the sale worked on him, told by someone who sells exactly the same way.
Frameworks
Named ideas worth stealing.
28:10model
The Four Ps of an Offer
Pieces: the deliverables (videos, calls, workbooks, events)
Process: the trademarked step-by-step methodology
Person: the expert's credibility (book, TED talk, 20 years)
Payoff: what it does for the buyer
Buyers do not pay for pieces, process or person. They pay for the payoff. The stated payoff here is $100,000 a month working 20 hours a week or less; the buyer does not care whether that takes 12 calls or 24.
Steal forany sales page or pitch that currently leads with what's included
05:40model
Problem, Promise, Premise, Process
Problem you solve
Promise you deliver
Premise: your point of view on how
Process: how you take them through it
What two years of weekly long-form video actually installs in a viewer. Each episode re-sells the same premise until the viewer has adopted the creator's worldview and the purchase is a formality.
Steal forplanning weekly long-form content so every episode re-sells one worldview
18:30principle
The Transformation Is in the Transaction
A premium price asks 'am I worth it?', not 'is the coach worth it?'
Wrestling with that question is already coaching
People who pay, pay attention
People who pay a lot, pay a lot of attention
The level-up happens the moment the money moves, because the buyer is now locked in and attentive. The price is the mechanism that produces attention, and attention is what produces results.
Steal forjustifying premium pricing to yourself before you justify it to a client
21:50model
Three Money Personalities
Minimizer: holds on to money out of fear of running out
Maintainer: spends freely on stuff, never on investments
Multiplier: puts money to work, including in themselves
Only multipliers become wealthy, because money spent on an investment is not gone, it has gone to work. The best return the speaker has ever had on anything is from investing in himself.
Steal fordiagnosing why a prospect, or a spouse, balks at a big investment
32:26principle
Lean Out, They Lean In
They need your help more than you need their money
Someone else will buy, so you don't need this one
Make the offer; never convince
No pressure feels like respect, and respected people want you more
The posture that closed the $375,000 sale and that the speaker has since adopted. It only works when believed in the body, because prospects sense the energy either way.
Steal forsales calls, stage pitches and challenge closes where you catch yourself chasing
CTA Breakdown
How they asked for the click.
VERBAL ASK
50:00product
“I run a five-day coaching experience on Zoom. It's called the 10K Offer Challenge. You will walk out of that five days of coaching with your own $10,000 offer in hand. And if those dates don't work for you, pick up my book, The Effortless Business, for $29 plus shipping at effortlessbusiness.com.”
Two offers stacked in the final two and a half minutes after fifty minutes of value: the challenge first, the $29 book as the low-commitment fallback, with Myron's foreword as the bridge back to the episode's subject. The challenge also gets a one-line mid-roll mention at 34:10 inside lesson three. The sign-off is openly self-aware: 'let me pre-indoctrinate you... it's brainwashing that'll make you a ton of money.'
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A single-camera home-studio lecture where Cochrane collapses seventeen years of $20 million in high-ticket sales into three rules for selling without pitching.
A 27-minute breakdown of the Attention Conversion Funnel — the four multiplicative steps that turn viewers into buyers, where a zero in any one kills the whole equation.
A breakdown of the four-format "trust stack" one creator credits with tripling sales: teach, document, respond, show, so viewers buy before they ever touch a lead magnet.
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