📣 Value Lesson Alert 📣 Just jumped on Amazon to grab a book that caught my attention. Went to click "Buy Now" when I noticed the price is $704. The author is clearly confident on the value of the contents. Now, I get to decide if I agree (or not). This is where the brain calculates the probability of success relative to cost. If the (perceived) value is there, the decision is yes. If not, no. I don't have enough to decide that so now I'll check out his website, writings and appearances (so my brain can assess his credibility and likely ability to deliver value through book). If I like what I hear, I'll buy the book w/o hesitation because what I stand to gain far outweighs what I stand to lose. If I don't, I won't. This is the same process your prospects go through. Something creates curiosity (what is your curiosity creator?), you explore to assess relevance (is this relevant to me) and value (how do you package and present your value?) In short, do I think this book is likely to meet needs I'm wiling to invest in? Your job is to communicate "Yes" to that question every step of your sales/prospect process. (I'll keep you posted on the book)