It’s already been over a month since Alex Hormozi’s $100M Leads launch event.
I was there at the time. At home, behind my computer, in one of the many Zoom calls, watching the launch. And as many people who were watching live. I bought the book. Just one though. No extra hats for me.
I can’t remember the price of the book exactly, but I’m guessing it was around $29. Which wasn’t a lot, so I bought it.
But I’m from Belgium, which is in Europe. So then there came shipping costs. That ended up costing me another $29 or so.
So I knew I had to pay around $60 for the book at launch. Which I decided was acceptable, so I did.
But that wasn’t all. Oh no. Well, first I had to wait 4 weeks to get it shipped to me. Which I already didn’t expect, but oh well, not complaining. I’m a patient man.
There was, however, one thing I’ve forgotten. I’m from Europe after all. Shipping cost is one thing. But import tax is another. So suddenly I’m getting an email from the shipping company asking me to pay my $25 import fee to get it past customs and to my house.
And so I did. I paid the extra fee and got my $100M leads hardcover.
I paid partly because Acquisition wasn’t accepting any refunds. They claimed it was because of the sheer volume of products they had to ship to everyone across the globe. I think they were well aware of how much hype they created. And whenever you create a lot of hype, you end up with a lot of people who want to refund after their emotions fade.
Either way, fair play to them, no worries.
But I also paid for another important reason. I had already made the conscious decision to buy the book. I was already invested. $60 in fact. Those $60 made me far less hesitant to pay another $25.
Imagine If Alex had announced his book to be $85 (and both shipping + import costs didn’t exist). Chances are I wouldn’t have bought the book.
This is a form of what’s often called the foot-in-the-door technique.
You ask people to make a small investment upfront. So they’re more likely to make a bigger one later. It’s the exact reason why lead magnets exist. Why people go through so much trouble to move prospects up their value ladder.
If you bought someone’s low-ticket product, you’re much more likely to get their high-ticket coaching. If you’re already willing to pay $30 for a book, you’re much more likely to pay another $30, and then another $25 for import.
If you joined someone’s email list and invested time into reading their emails, you’re much more likely to click the offer they plugged in at the end and buy their product.
So considering you’re spending your precious time reading this email right now. Why not check out this offer I’ve got here? https://alexvandromme.gumroad.com/l/SME