Why everyone is buying cheap now

Even The Rich

I'm writing this from the St. Regis in Dubai.

There's literally a butler in the room unpacking my luggage right now.

And I gotta tell you...

It feels weird.

Not because I don't appreciate the service.

But because there's still this part of my brain that feels guilty about having others do things for me.

Remnants of a poor past, I guess.

Which is ironic...

Because in a few hours, a client is gonna have his driver pull up in his Rolls Royce Phantom to take me onsite to help with their big launch.

And as I sit here, watching these two completely different worlds collide...

It got me thinking about how the market's evolved.

And where it's headed next.

See, I remember when information was actually PREMIUM.

When getting your hands on marketing knowledge felt like trying to join some underground cult.

Let me paint you a picture:

It’s 2006. There was this book called "Breakthrough Advertising" by Eugene Schwartz.

It was completely out of print.

But I HAD to read it.

So I hit up the massive interloan library service in Iowa City.

They managed to track down ONE copy.

In Pennsylvania.

When I finally got my hands on it...

I drove straight to Kinko's and photocopied that bad boy page by page.

Then I read those photocopies until they were falling apart.

Just to learn the BASICS of copywriting.

Mind you, this was knowledge that was already several decades old at the time.

But we had to WORK for it.

Fast forward to today...

Everyone and their mother is pitching something.

The pitches are good.

The options are overwhelming.

And here's where it gets interesting...

Because the market keeps cycling in these weird ways.

Back in 2007, when I first got in the game...

NO ONE was doing cheap info products.

I was among the first to sell something super valuable at a low price point.

(And no, it wasn't just some crappy lead gen wallet opener.)

Then the market swung HARD in the other direction.

Everyone started pricing high...

Because "you can't upsell a cheap buyer into an expensive product."

(Remember hearing that one?)

But now?

Nobody talks about that supposed constraint anymore.

Rich or poor...

EVERYONE buys cheap on the front end now.

Why?

Because with so many options...

It's the smartest way to evaluate who's actually worth listening to.

Think about it...

When information was scarce, price signaled quality.

When information became abundant, but mediocre...

Price still signaled quality.

But now?

When there's an overwhelming amount of GOOD information...

Price signals nothing.

The only thing that matters is the QUALITY of what you deliver.

And the easiest way for people to judge that?

Is to sample your cheap stuff first.

Which means in about 5 years...

The market's probably gonna shift again.

(Because that's what markets do.)

Maybe we'll swing back to premium pricing.

Maybe we'll see some new model nobody's thought of yet.

But here's what I know for sure:

The ONE thing that's remained consistent through ALL these changes...

Is that the people who understand these shifts...

Who see them coming...

And position themselves accordingly...

Those are the ones who end up with butlers unpacking their bags in Dubai.

While everyone else is still trying to photocopy old marketing books in Pennsylvania.

-Jason

P.S. Look, you can still go high-end on the front end.

You absolutely can.

IF you've been chopping wood for 17 years...

And your skills are razor sharp.

You can also get lucky...

And stumble ass-backwards into some pristine blue ocean market.

But for most markets RIGHT NOW...

My clients who are shifting to value-driven, low-priced front end offers?

They're getting the cheapest leads I've seen in YEARS.

And if that approach doesn't get you excited...

You can always do what I do:

Post an insane amount of free content. Let your reputation do the heavy lifting. Charge 6-figures for done-for-you work. Then figure out how to structure rev shares...

So you can get paid TWICE for being right.

Either way works.

Just don't be the guy still trying to sell $2,997 front-end offers...

Stubborn to change because “it worked well last year”.