Correctly Crafting Offers, Cultivating Traffic & Writing Your Own Ticket with Myron Golden | Russell Brunson
Friday, May 02, 2025
The Secret to Creating Offers That Sell for $3,000, $30,000, or Even $1 Million
Correctly Crafting Offers, Cultivating Traffic & Writing Your Own Ticket with Myron Golden | Russell Brunson
In this episode, Russell Brunson interviews legendary sales expert Myron Golden, who reveals his strategy for crafting high-ticket offers and generating traffic without spending a fortune on ads. Whether you're just starting out or looking to scale to multiple seven figures, this conversation provides the blueprint for success.
The key to increasing your sales online isn't just having a great funnel—it's understanding how to craft irresistible offers that transform your clients' lives. Most entrepreneurs focus too much on the transaction instead of the transformation they provide, which is why they struggle to sell premium-priced offers.
What You'll Learn in This Episode
This game-changing episode reveals:
- The #1 reason most launches flop—and how to reverse it with one simple shift
- The two paths to traffic—and which one works best if you're just starting out
- The Dream 100 method for tapping into other people’s audiences
- Why publishing consistently is the fastest way to find your voice and build trust
- How to craft offers your audience already wants—before writing a single sales page
Why Most Entrepreneurs Struggle to Make Sales
The biggest reason most entrepreneurs struggle with sales isn't their lack of marketing skills or poor funnel design—it's their fundamental approach to solving problems.
"Money is not wealth," Myron explains. "Wealth is your ability to solve problems for somebody other than yourself. If I can solve a problem for somebody other than me, that person will pay me the money they have in their pocket for the solution that I have in my mind."
This mindset shift changes everything:
- The Wrong Approach: Trying to solve your own money problems
- The Right Approach: Becoming an "active, aggressive other-people problem solver"
Most beginners focus on what they need rather than what they can genuinely provide. When you shift your focus to solving significant problems for others, your own financial concerns naturally resolve themselves.
The Value-Based Pricing Formula That Works in Any Market
How do you determine the right price for your offer? Myron shares a counterintuitive approach that completely transforms how you think about pricing.
Most entrepreneurs make the mistake of pricing based on:
- What they think the market will pay
- What competitors are charging
- What feels "reasonable" to them
Myron's approach is fundamentally different. He bases his pricing on the cost of NOT solving the problem:
"Before I ever show them how much my solution costs if they say yes, I show them how much it costs to say no to my solution."
This is his formula for calculating price:
- Determine the real cost of the problem remaining unsolved
- Price your solution at 10-20% of that cost
- Focus on the 10X return they'll receive within 12 months
Using this approach, Myron has successfully sold coaching programs ranging from $3,000 for beginners to $350,000 for established businesses. Last month alone, he closed three $1 million deals.
Shifting from Transaction to Transformation
The most profound insight from the conversation is understanding the difference between transaction-focused selling and transformation-focused selling.
"Too many people who are selling things are seeking the transaction," Myron explains. "If they obsess over the transformation of their potential client more than they obsess over the transaction, that's when the game changes."
Here's how to apply this principle:
- Deeply understand the problem: What is it really costing them?
- Present the true cost of inaction: Help them see the full impact
- Position your solution as the obvious choice: When they understand the cost of saying no, your price becomes irrelevant
Myron shares a powerful example with Annie Grace, who teaches people how to get control over alcohol. Initially, she was hesitant to charge for her program, but Myron helped her see the true cost of alcohol addiction:
"Has anybody ever gotten divorced because they couldn't get control over their alcohol? How much do divorces cost? Have any children been affected? What would it be worth to prevent these consequences?"
After this reframing, Annie confidently charged $6,000 for her program and generated $264,000 in her first event—with participants thanking her in tears for creating the solution.
How to Get Your First Clients When You're Starting From Zero
One of the most valuable sections for beginners is Myron's approach to getting those crucial first clients when you have no audience, list, or following.
"Somebody has your audience," Myron explains. "You don't need an audience. You need access to someone who has an audience."
Here's his proven approach that generated $6,700 in his first month as an unknown entrepreneur:
- Find people who already have your audience: Identify podcasts, online communities, or influencers who serve your target market
- Offer value first: Create content or training that genuinely helps their audience
- Request an opportunity to serve their audience: Ask to be a guest on their podcast, speak on their stage, or present to their community
- Make a compelling offer: Present your solution to their problem
- Convert a percentage of that audience into your customers: Even a small conversion rate can launch your business
Russell shares a powerful modern application of this strategy: "If I was going to relaunch my business today, I would go to the top 100 business podcasts, message everyone and say, 'Hey, my name is Russell Brunson. I'm the best on the planet at doing funnels. I'd love to come do a free training on your podcast.' If I message the top 200 people in iTunes and get 10 to say yes, that's a million-dollar business right there."
The Get Rich Quick vs. Get Rich Slow Reframe
Myron challenges conventional wisdom about "get rich quick" schemes versus the supposedly virtuous path of getting rich slowly.
"Either get rich quick or you'll stay broke for the rest of your life," he asserts. "It's not the amount of money that makes you rich or poor, it's how fast or slow you make it."
His point is profound: If you make $25,000 per year for 40 years, you've made $1 million—but you're not rich. Make that same million in one year, and you are rich. The key is compressing the timeline through high-leverage problem-solving.
This doesn't mean cutting corners or being unethical. It means:
- Finding bigger problems to solve
- Serving people with deeper pockets
- Creating offers that provide exponential value
- Using leverage to reach more people faster
Resourcefulness Trumps Resources Every Time
For those who believe they lack the necessary resources to succeed, Myron and Russell share a transformative perspective: resourcefulness is infinitely more valuable than resources.
Russell shares the Kenneth Cole story of launching a shoe line without the resources to get a booth at a major trade show. Instead of giving up, Cole:
- Learned he could park a trailer outside if he was filming a movie
- Created a company called "Kenneth Cole Productions"
- Obtained a permit to "film" outside the show
- Successfully launched his line from a trailer
- Kept the company name to this day as a reminder of resourcefulness
This principle applies directly to marketing. You don't need a big ad budget or a massive following. You need the creativity to leverage what you have and the resourcefulness to find solutions where others see only obstacles.
How to Apply These Principles Starting Today
Whether you're just starting out or looking to scale your existing business, here's a step-by-step action plan:
- Identify a significant problem you can solve: What expertise do you have that genuinely helps others?
- Calculate the real cost of this problem: What happens if it remains unsolved? Quantify this in dollars.
- Craft an offer that delivers 10X value: Price it at 10-20% of what it costs them to live with the problem.
- Find people who already have your audience: Make a list of the top 10-20 influencers in your space.
- Create value-first content: Develop training, insights, or solutions you can share with their audience.
- Reach out with a specific value proposition: Explain exactly how you'll help their audience.
- Focus on transformation, not transaction: When selling, prioritize the change you'll create in their lives.
Additional Resources for High-Ticket Sales
Ready to implement Myron Golden's value-based pricing formula and craft irresistible offers? Check out these essential resources:
Join Russell's 3-day virtual event where you'll learn the exact framework for "one-to-many" selling that can help you sell anything to anyone online - even if you're an introvert with zero followers!
The #1 funnel builder on the planet that helps you convert your online visitors into paying customers - with the easiest to use, fastest, and most optimized platform for turning clicks into cash!
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Don't miss future episodes of The Russell Brunson Show where Russell shares his cutting-edge strategies for building and scaling businesses. Each episode delivers actionable insights from his experience building multiple 8-figure companies and coaching thousands of entrepreneurs.
Frequently Asked Questions About High-Ticket Offers
How do I know if my expertise is valuable enough to charge premium prices?
If you can solve a problem that's costing someone significantly more than what you charge, your expertise is valuable enough. Focus on the transformation you provide, not just the information you share.
What if I'm just starting out and have no proof my solution works?
Start with a smaller group of clients at a lower price point, deliver exceptional results, document those results, and then scale your pricing as you build proof. Myron's first offer was just $3,000, which later evolved into programs costing hundreds of thousands.
How can I find people who already have my audience if I don't have connections?
Use platforms like iTunes, YouTube, or Instagram to identify the top content creators in your niche. Study their content, engage genuinely, and then reach out with a specific value proposition. Remember, you're offering them value for their audience—not asking for a favor.
What's the fastest way to increase my sales online without a big ad budget?
Leverage other people's audiences through podcast interviews, guest teaching opportunities, and collaborative content. One appearance on a relevant podcast can generate more qualified leads than thousands of dollars in advertising.
Is it really ethical to charge high prices for my solutions?
If your solution genuinely saves or makes your client more than you charge, it's not only ethical—it's your responsibility. As Myron explains, if you're truly the best solution for their problem, charging less actually does them a disservice by making your offer appear less valuable than alternatives.
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