Selling Your Soul: Behind the Marketing Curtain

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In a few weeks, two friends, Marie Forleo and Danielle LaPorte, are bringing to life a one-day experience called Selling Your Soul.

Yeah, I know, that name brings up all sorts of stuff. That’s the point. This post is not about that event, it is about the website, video and copy they’ve set up to market it.

Forleo and LaPorte are two of the smartest marketers I know. And they go about it in ways that often break a lot of rules. The event website and marketing funnel is a great example.

So, with their blessing, I’ve done this 20-minute video “deconstruction” of the website, video and copy to help show you what’s really happening under the hood (both the website’s hood and your psychology hood). Hope you find it valuable.

P.S. – Just before I hit publish on this post, I learned that Forleo and LaPorte only have about a dozen seats left in the event. Not bad for a $1,000 / seat live event in NYC.

You may love their style or hate their style. Doesn’t matter. The ability to nearly sell out a high-price event a month in advance while so many others are having trouble moving $17 ebooks tells you what they’re doing is working. So, watch, take notes and learn.

Btw, here’s more info on them and what they do:

Marie Forleo

Danielle LaPorte

Selling Your Soul

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25 responses

25 responses to “Selling Your Soul: Behind the Marketing Curtain”

  1. Jonathan,

    I’m really looking forward to watching your take on LaPorte and Forleo’s brilliant work. I’ve watched their video a couple of times in sheer admiration. Great tagline, great message, great presentation and straight ahead great marketing. And if I didn’t live on the opposite coast I’d be there.

    I’m not sure if it’s still available for your readers, but your recent interview with Danielle is amazing. Next best thing for those of us who will miss all the fun in NYC.

  2. Awesome Jonathan! I’m psyched to attend this event and look forward to meeting everyone else that’s attending! 🙂

  3. dave r. says:

    really good presentation and very informative…sorry i cannot be there…too bad you aren’t in l.a.

  4. Lisa says:

    I imagine this might not be a popular response, but I’m compelled to leave a comment.

    I adore Danielle and appreciate the “fun” way in which these two have created their invitation to this event. Honesty, transparency, authenticity are all qualities that draw people in. They ask in their video, “Bring your questions. We’ll answer anything.” Well, since this event is about making money and meaning, this is the one I’d love the answer to; Why are you charging $1000 per person?

    There is the cost of the venue and the catering. In NYC, these things aren’t cheap. However, you can see what the rental fees are for this theatre and do the math yourself. Yes, it’s admirable they’re giving away $50 to charity for each person. Yes, it’s wonderful you’ll be served a delicious lunch. Yes, you’ll meet some amazing people and have a swag bag of goodies. Yes, you’ll be informed and inspired by Danielle and Marie. And…This is a six hour event for $1000.

    In the interest of transparency and “learning the secrets” about how people can charge $1000 per person for a half-day event, I imagine I’m not the only one who would be interested to know what kind of money Danielle and Marie will be making on May 12. Perhaps if I attended the event, I’d find this out.

    • The old story of the farmer and the dentist is true here:

      The farmer ask the dentist to pull his bad tooth.
      The dentist says it’ll be $600
      The farmer says how long will it take?
      Doctor says about 30 seconds.
      The farmer says that’s a lot for 30 seconds.
      The dentist says I can take longer if you like…

      There is a huge myth that as coaches or trainers that we need to provide days, months or years of “stuff” in order for someone to experience a transformation or get a specific result.

      It’s just not true.

      In my opinion the $1000 represents our level of commitment to our desired outcome whether it’s their program or any other. You’re not paying for time, you’re paying for a result or a transformation.

      Chances are your commitment to that result goes through the roof when you’ve put something on the line. Look at the money as a commitment to your result more than the time that’s taken to deliver it.

      Chances are (and this is from my own personal experience) people don’t appreciate nor extract value from that which they didn’t have to work for or pay a price for.


      Because they didn’t make any kind of true commitment. Their stuck in “good enough” land. “Life is good enough and isn’t painful enough so I’ll do things in a comfortable manner.”

      I heard a good quote one time around this…

      Perhaps better questions are necessary and a new perspective in order to get different results. Our time is valuable.

      How much you charge for that time will directly reflect on the level (and quality) of the experience you can provide as well as at what level your customers will receive it.

      • Teegarden,

        in a word: yes.

        this convo inspires me to write a post about this. must do. I’ll say this now: when you up your game and deepen your commitment to whatever success means for you, you inspire others to do the same. Effectively, Marie and I are saying: “We’re serious about success. Are you?” All in.

        And…we’ve got lot’s of ways to access this material in the works. A free scholarship for 11 people for starters.


        • Agreed. I’m rushing you to the punch on the post. I’ve been crafting one since I responded. 🙂 Rock on with your bad selves. Raise the flag.

          • lbelgray says:

            I’d like to add: if Marie and Danielle are making a sh*t-ton of money from this event after costs, then hallelujah to that. Why shouldn’t they? They’re providing great value, not selling swampland.
            And, would you want to attend a seminar on selling your *anything* from people who aren’t making bank? I wouldn’t.
            I agree, you should attend the event and find out the answer to your question so that you can discover how to charge that much, too.

      • Ha, I like that version, Tony. The one I know is about Tesla and Westinghouse: Westinghouse calls Tesla in to fix a broken machine. Tesla pokes around inside it, turns a screw a quarter-turn, and when the machine starts working again, Tesla presents Waterhouse with an invoice for $1,000. “This is outrageous!” cries Waterhouse; “How can you justify this?”

        “I’ll itemize it,” says Tesla, and scribbles out on the invoice:

        * Turning the screw: $1
        * Knowing which screw to turn: $999

        • Courtney A. says:

          The story of the farmer is perfect. Would you rather pay thousands to take some business courses at your college and learn a fraction of relevant information over a few months or years? Or learn it from real world pro’s in six hours. I highly doubt the gals would be so successful if their strategies didn’t work. I know of golf pro’s who charge $100,000 for a lesson. I’m pretty certain the ROI on that lesson wouldn’t be realized. But a mere $1000 could be pocket change with the potential of business successes learned from these two.

    • Marie says:

      Hi Lisa,

      A few things…

      1. When I get irked by what someone else is up to, it usually has more to do with me, then them. This may be useful for you to take a look at. Because I can’t remember when the last time anyone else’s pricing structure tweaked me.

      Whether we’re selling airline tickets, green juice or a private event, we entrepreneurs are free to build our businesses, and our pricing structures as we choose. This is the beauty of entrepreneurship.

      2. Just a hunch here, but I’ll bet your math is hella-light. Unless you’ve been producing events in NYC lately (and based on your website, it doesn’t appear as though you have) and you’re a mind reader who knows exactly what we are including (not all public knowledge yet) – with all due respect, you have no idea what it costs to put on this event.

      3. What Tony said.

      4. What D said.

      5. Thank you for opening up this convo. It’s good and super juicy.


      • Niko says:

        Marie – seeing as how all Lisa was asking for was an itemized bill, why not provide it instead of insulting her about her math, her website, her business? Seems Tesla (see above) was up to it. How about you? Doesn’t have to be complex, just two numbers:

        1) the screw
        2) knowing how to turn a screw

    • Jonathan Fields says:

      Hey Lisa,

      Thanks so much for asking this question! I agree with much of what’s been said, but would also add this –

      When I pay top dollar, a solid chunk of that is paying not to have to go first

      • Kelly says:

        Jonathan: I don’t get what you mean with “a solid chunk of that is paying not to have to go first.” [sorry, duh :]

        Lisa: Good question! I thought about this too, and I love to study Marie and Danielle’s marketing techniques. I did figure that they have to split the profit between the two of them. Also, when considering that it costs $1000 an hour to work one-on-one with Danielle and about $20,000 to work personally with Marie for a year the price for the day event turns out to be a bargain. And I’m speaking as someone that had sticker shock initially with some of Marie’s programs, but I can honestly say that what I’ve learned from her was worth every penny and will serve me for the rest of my life. I basically had been underselling my personal services and had issues with believing what I was worth. I now see the value in surrounding myself with business people that own their worth and charge for it. Especially since women often struggle with this.

    • Hi Lisa,

      Three reasons why they are charging $1,000.

      1. Because they can.

      2. Because they’ll get it.

      3. Because it attracts the right people to the event.

      A lot of the value beyond just what Marie and Danielle bring is about being in a room with the kind of women who believe in themselves and their idea enough to invest the $1,000.

      Does that make sense?

      Thanks for the post Jonathan!

  5. gwyn says:

    Thanks I hope I can put this info to use. I need all the help I can get!

  6. Trevor Young says:

    Hey Jonathan, great post and excellent deconstruct.

    To quote Danielle: “It’s hot and it’s all for you baby” – the video (and event concept) jumped out at me recently when I was on Danielle’s site so I wrote about it here – not in the same detail as your post above, but I guess you could say we’re probably coming from the same direction. Pity I couldn’t embed the code from the video though – your way around it worked a treat.

    I agree their style is ‘love it or hate it’ but hey, it’s hard to stand out in today’s cluttered marketplace. Better to stand for something and alienate people than try and be all things to all people, and fail to cut through.

  7. […] see, I was reading a recent post by Jonathan Fields who was promoting the marketing around a new live event from Danielle LaPorte and Marie Forleo in New York called Selling Your […]

  8. Doc Hawkins says:

    Everyone’s favorite subject is their self
    If you can capitalize on that that catches imaginations you can market sand to a Saudi

  9. […] Selling Your Soul: Behind the Marketing Curtain […]

  10. Ali Davies says:

    Wow! I learnt so much from this from the video and the lively comments. Thanks for sharing your insights Jonathan. Food for thought for sure.

    One of the thoughts that came up for me was this – when going to an event (or hiring someone) you are buying an outcome, an experience, expertise to fix a certain pain, an expectation level on a return on your investment etc. So, it depends how much that is worth to you as to how much you will pay. If that is worth it to you, you pay it. If it isn’t you don’t. To me it isn’t about the amount of physical time on offer that drives the price.

    I guess it boils down to the mindset of whether you see it as a cost or an investment with an outcome/return attached.