I do what’s called a “hard offer,” where people are going to make money with what I teach. So it’s easy for clients to justify their investment in their mind, since they can make it back rather quickly.

With a soft offer, where you might be teaching about health or relationships, clients won’t make that money back directly, so it can be more difficult for them to give themselves permission to take the leap.

In order to help them justify the expense, you need to focus on the transformation the client would experience as a result of their investment. Show them how their lives would change and get them to see what that outcome is worth to them.

For instance, what price would you pay to be happy? Would it be worth, say, $497 to have a good relationship with your children? Your spouse or in-laws?

Would it be worth that much to fit into everything in your closet, to feel healthy and fit?

I bet it would.

The same applies to your prospective clients.

Just focus on the very real change your offer would bring to their lives and suddenly that $497 will seem like a great deal.