The $20,000 Offer That Wasn't About the Video with John Meese

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Overview

John Meese has spent a decade helping experts get paid for their advice instead of their effort — and this conversation is a direct challenge to how most video business owners price and position their work. He breaks down the difference between running a professional business and an authority business, then walks through how one burnt-out nonprofit filmmaker built an offer that earned $20,000 before a single frame was shot. Along the way he builds an offer for Tell Studios live on the call, which was equal parts humbling and inspiring.

Key Takeaways

Knowledge plus experience equals wisdom. Book smarts alone is just information. Street smarts alone is instinct you can't teach. The overlap is what people will actually pay a premium for.
Pick a problem, not a demographic. You don't need to know if your client is a 35-year-old marketing director in Iowa. You need to know what they're trying to accomplish and what they're tired of.
A promise is not a guarantee. A promise says here's what's possible if you follow the playbook. A guarantee is something you earn the right to make after you've got reps. You can make a bold promise and still keep your integrity.
Group coaching is the safe middle ground. You get paid a premium to work with five or ten clients at once, and you don't have to build the whole thing before you sell it. Start with five spots and sell them out.

About John Meese

John Meese is on a mission to steward wisdom; to collect, protect, and multiply knowledge and experience—which is why he's so focused on helping you sell your smarts without losing your soul (or your Saturdays).

In This Episode

[00:00:00] Welcome to the show!
[00:05:12] Meet John Meese
[00:14:55] Wisdom
[00:22:40] Pick A Problem To Solve
[00:35:33] Tragedy To Prevent
[00:46:46] Coaching Meetings
[00:52:31] How To Get Started
[00:59:54] Connect with John
[01:01:11] Outro

Quotes

"I sell my life in one hour increments for five dollars. And I gradually raised the price of how much my life costs." — John Meese

"We live in a world where we have an abundance of knowledge, but a shortage of wisdom." — John Meese

"It's so easy to create a safe offer that nobody wants. Vanilla is a safe flavor, but there's also twenty different companies that sell vanilla. And when I'm buying vanilla ice cream, I'm looking at the price." — John Meese

"Today, no one pays for my effort. They only pay for my advice. My whole business is built off of that." — John Meese

"I think a lot of times people skip this human step of talking to humans about their products." — John Meese

"The tragedy is not your bank account. That can't be the answer." — John Meese