如何吸引高端客户并据此收费：Juliana Garcia 2022 年 EOFire 经典回顾

轰！

Boom.

让整个房间都震动起来吧，火之国。

Shake the room, fire nation.

这里是JLD，欢迎收听《创业者在燃烧》，本节目由全功能销售与营销平台HighLevel赞助播出。

JLD here, and welcome to Entrepreneurs on Fire brought to you by HighLevel, the all in one sales and marketing platform.

在今天的经典节目中，我们将深入剖析如何吸引高端客户，并合理定价。

On today's classic episode, we'll be breaking down how to attract premium clients and charge accordingly.

为了分享这些价值满满的洞见，我请来了朱莉安娜·加西亚，来到EOFire演播室。

To drop these value bombs, I have brought Juliana Garcia into EOFire Studios.

朱莉安娜是一位首席执行官，也是哥伦比亚移民，她帮助教练们明确自己的信息，实现满员运营，并收取高端费用。

Juliana is a CEO and Colombian immigrants, helps coaches clarify their message, get fully booked, and charge premium prices.

她曾登上ABC、CBS、福布斯和《她自己的百万富翁》等媒体。

She's been featured on ABC, CBS, Forbes, and Millionaire Within Her.

今天，我们会聊聊如何保持简单，找到轻松与成功，真实而有力地讲述你的故事。

And today, we talk about how to keep things simple and find ease and success, share your story truthfully and empowering.

这能建立信任和影响力，还带来很多别的好处。

It builds trust and influence, and oh, so much more.

特别感谢朱莉安娜和我们的赞助商支持本期节目。

And a big thank you for sponsoring today's episode goes to Juliana and our sponsors.

火之国，你的生意卡住了吗？

Fire Nation, is your business stuck?

你想了解那些已经帮助成千上万人实现百万收入的成熟方法和成功体系吗？

Are you looking to learn the proven processes and success systems that have been used to create thousands of millionaire success stories?

现在就访问 thrivetimeshow.com/eofire，免费预约美国第一商业教练克莱·克拉克的一对一咨询。

Schedule a free consultation with America's number one business coach, Clay Clark, by visiting thrivetimeshow.com/eofire.

再次提醒，今天就去 thrivetimeshow.com/eofire 预订能改变人生的机会。

Again, request life changing tickets today at thrivetimeshow.com/eofire.

如果你在认真经营一家企业，你就需要真正的基础设施。

If you are building a real business, you need real infrastructure.

HighLevel 在一个平台上整合了网站托管、销售漏斗、邮件营销、自动化流程、日程预约、支付系统和课程托管，还提供屡获殊荣的全天候客服支持。

HighLevel gives you website hosting, funnels, email marketing, automation, calendar booking, payments, and course hosting all on one platform, plus award winning twenty four seven support.

免费试用30天，还能获得我的全套附加福利，包括一次与我私聊15分钟的机会，更多内容请访问 highlevelfire.com。

Get a thirty day free trial and my full bonus stack that includes a fifteen minute private call with me and much more at highlevelfire.com.

highlevelfire.com。

Highlevelfire.com.

朱莉安娜，跟Fire Nation打个招呼，说说你对成功的看法，那是一般人不太认同的。

Juliana, say what's up to Fire Nation and share something that you believe about becoming successful that most people disagree with.

大多数人觉得成功得花很长时间，或者必须特别复杂。

Most people believe that getting to success has to take a long time or that it needs to be complicated.

但我认为，成功虽然不容易，但可以通过简化一切，让成功变得更轻松。

But I believe that success, while it isn't easy, I do believe in finding ease in success by keeping things simple.

所以与其做更多事、拉更多粉丝、不断搭建新漏斗和落地页，拼命增加工作量，我觉得真正难的是保持简单，做更少的事。

So instead of doing more things, getting more followers, focusing on building more funnels, more landing pages, and focusing on doing more, I think the hardest thing about being successful is keeping things simple and doing less.

而正是这样，才能让成功来得更快。

And this is what actually makes success happen faster.

我特别喜欢‘FOCUS’这个缩写。

I love the acronym FOCUS.

坚持做一件事，直到成功。

Follow one course until success.

记住，保持简单，Fire Nation。

Just keep things simple, Fire Nation.

这真是条很棒的建议。

That's a great piece of advice.

今天我们聊的是如何吸引客户，尤其是那些愿意付高价的优质客户。

And we're talking today about how to attract not just clients, premium clients in charge accordingly.

我直接切入正题了，因为Juliana，你有一个三步法，能帮你吸引高端客户并收取高价。

And And I wanna get right into it because, Juliana, you have a three step system to attract high end clients and charge premium prices.

给我们详细说说。

Break it down for us.

太好了。

Awesome.

我第一步会帮客户提升他们吸引到的客户质量。

Well, the first thing that I do with my clients is we elevate the quality of clients that you attract.

在营销领域，如果你是个创业者，又在做线上业务，你肯定听过这种说法：我们要针对客户的痛点说话。

So in the marketing world, if you're an entrepreneur and you are here in the online space, you probably have heard that, you know, we need to speak to people's pain points.

要放大他们的痛苦，甚至激发他们的恐惧，这样他们才会更有动力下单。

We need to amplify that pain and maybe even that fear so that people feel motivated to buy.

但问题是，这种做法吸引来的客户往往处于一种受害者心态。

But the problem with that is that we end up attracting clients who are in a state of victimhood.

结果就是，客户不按时付款，总说没钱，或者在课程里心不在焉，然后我们还纳闷：这到底是为什么？

So what we experience is clients who don't pay on time or they don't quote, unquote have the money or they don't show up fully in our programs, and then we wonder why is that happening?

其实原因很简单：我们无意识地在跟客户那个无力、被动的版本对话，这就让生意很难规模化——因为你得不断拖着他们、说服他们、教育他们。

And the reason why that's happening is because we're on consciously speaking to that disempowered version of our client, and that is what takes longer to scale a business because we have to drag, we have to convince, and we have to educate.

所以第一步，就是别再用恐惧营销来卖东西，从而提升你吸引到的客户质量。

So the first step is to elevate the quality of clients that you attract by not using fear based marketing to sell.

因为营销的未来，是跟客户那个更有力量、更自信的版本对话，毕竟现在的消费者越来越成熟了。

Because the future of marketing is to speak to the empower version of your client because consumers are becoming more and more sophisticated.

当你跟那种有资源、本来就想跟你合作、清楚投资价值、愿意为自我成长买单、而不是依赖退款保证的人对话时，你吸引到的客户层次自然就上去了，他们也更愿意投入更多。

And so when you speak to the empower version of your client, people who are resourceful, who already want to work with you, who see the value in investing in the transformation, who are willing to bet on themselves, not on a money back guarantee, you're gonna be elevating the type of people that you attract, and they're willing to invest more.

火之国的朋友们，希望你们能理解这个流程，因为这是一套三步法，能帮你吸引高端客户，收取高价。

Fire Nation, I hope you're understanding this process because, again, this is a three step system that's going to help you attract high end clients and charge the premium prices.

那接下来我们还有什么呢？

So what else we got here?

我想给你们举个实际的例子，说明这到底意味着什么。

So I wanna tell you an example of what that means.

这可不是空谈。

This is not just theory.

我想跟你们分享一个我客户的真实经历。

What I wanna show you is something that happened to one of my clients.

她之前，我记得，2020年左右赚了大约17万美元。

We had been you know, she had made, I think, a $170,000 in the I think it was, like, twenty twenty twenty twenty.

当我们开始合作时，她报名参加了我的一个课程。

And when we started working together, she joined one of my programs.

但她根本没听任何一个模块的内容。

She didn't listen to any of the modules.

她唯一听过的模块，就是第一个：如何提升你吸引的客户质量。

The only module that that she listened to was the first one, how to elevate the quality of clients that you attract.

整整一年，她就做了这一件事。

And in one year, that's all she did.

她只是专注于和那个更有力量的客户版本对话。

She just focused on speaking to the empowered version of her client.

结果，她的年收入从十七万美元，直接涨到了一百万美元。

And she went from a $170,000 a year to 1,000,000 the year after.

她根本没换过受众。

And all she did was keep kept the same audience.

只是改变了与他们沟通的方式。

She just shifted the way that she approached them.

就这么简单，她的事业一下子就跃升到了全新层次。

And literally that took her business to a whole other level.

所以，你的事业不需要花很长时间就能取得成功。

So it doesn't have to take long to create success in your business.

所以我举这个例子，是想让大家明白，只要专注这一点，事情完全可以做到什么样。

So I wanted to give that little example so that everyone here listens for what is possible when you focus on this.

接下来是第二点，我准备好了。

I'm ready for thing number two.

你们准备好了吗？

Are you ready?

第二点。

Number two.

拆开来讲。

Break it down.

好。

Okay.

第二点非常重要，就是要以高端的方式定位你的服务。

So the second thing is really important to value your offer in a premium way.

我的意思是，做教练或顾问的朋友们，我知道你们总觉得得等更多客户来了，才能涨价格。

So what I mean by that is coaches, consultants, if you're listening to this, I know that you think that you need to wait, you need to get more and more and more clients before you raise your prices.

我认为，我们完全可以从一开始就定位高端，并一直保持高端。

And what I believe is that we can start premium and stay premium.

我接触的大多数教练和顾问其实早就具备收取高端费用的资格，但他们总觉得还得再等几年。

Most coaches that I work with, or consultants, they're already qualified to charge premium, but they think that they need a few more years.

或者他们根据课程的时长来定价。

Or they price their programs based on the time of the container.

意思是，如果我有一个三个月的课程，就会按三个月或六个月来收费，完全看时间长短。

Meaning, if I have a three month program, I'll charge according to three months or six months and according to that time.

这种思维方式会限制你的收入潜力，因为一旦把时间放进收入公式里，你永远都会吃亏。

And these perspectives put the seal put a ceiling in your earning capacity because when we put time in the earning equation, we're always gonna lose.

所以我们不该再以时间为基准，而应该考虑价值。

So what we need to think about instead of time is we need to think about value.

不要根据课程时长来定价，而要根据它为客户带来的长期价值和根本性转变来定价。

So instead of pricing your offer based on the length of the container, price it based on the lifetime value that it has for your client and the transformation that it will bring.

想想你的服务吧，不管谁在听。

Because think about your service, whoever's listening.

三个月内，你的客户可能会看到成果，六个月或一年也行。

In three months, you may your clients will get a result or six months or a year.

但十年后呢？

But what about ten years from today?

二十年后呢？

What about twenty years from today?

两年后呢？

What about two years from today?

这样想，才能让你真正坚定信心，有底气提高价格。

That is gonna really anchor you in the certainty and the confidence that you need in order to raise your prices.

所以我有一个叫‘定价三要素’的东西。

And so I have a something that I call the pricing triad.

我来举个例子，帮大家更好地理解。

I'm gonna give you an example to all of you so that you can put this into context.

假设你是个约会教练，我选这个例子，是因为很多人觉得：‘我没开公司，跟这没关系。’

Imagine that you're a dating coach, and I'm gonna use somebody that doesn't sell business because a lot of people think, oh, I don't have a business.

我不卖能赚钱的东西，所以没法收高价。

I don't sell money making things, so I can't charge premium.

那我来给你举个例子，比如一个约会教练，服务对象是创业者——你目前是约会中、单身，还是已婚，约翰？

So I'm gonna show you how a the board dating coach for, let's say, entrepreneurs are you dating or are you single or are you married, John?

已婚。

Married.

你已婚。

You're married.

明白了。

Okay.

想象一下，当年你还在约会的时候，不确定自己最后会和谁走进婚姻。

So imagine back in the day when you were dating and you weren't sure if you were gonna you know, who are you gonna end up married to.

想象你曾经找过情感教练或者约会教练帮忙。

Imagine that you work with a relationship coach or a dating coach.

对很多男性，或者说很多创业者来说，他们做了太多事，结果吸引来的都是不合适的人。

And imagine for so many men out there or for so many entrepreneurs out there, there are so many things that they do that get them to date people who are not the right fit.

对吧？

Right?

如果你仔细想想，我们在评估自己的服务、时间和资源时，其实有三个关键方面需要考虑：时间、金钱和精力。

And all of that, if you think about it, there are three buckets that we need to think about when we value our offer, our time, money, and energy.

想象一下，有位创业者每周都约女生出去约会。

So imagine an entrepreneur out there who is taking women out on three day to week.

你知道吗？他们因为不清楚自己的价值观，也不确定自己真正想和什么样的人在一起，结果浪费了大量时间在不合适的人身上。

You know, how much time are they spending dating the wrong person because they don't actually know what their values are, who they really wanna be with.

也许他们每天花两小时在约会软件上刷来刷去。

Maybe they're scrolling on dating platforms for two hours a day.

他们不停地滑动、滑动、滑动，浪费时间，却从没认真去接受指导，找到真正适合自己的人。

Maybe they're, swiping and swiping and swiping and wasting time instead of really getting coaching on finding the person that's right for them.

我专门给学员算过这笔账，就拿我课程里的例子来说。

So just in time, literally I calculated this for the example that I give my clients in my programs.

平均下来，你一年可能要花上69天，去约会不合适的人，而不是直接和对的人相处。

On average, you can spend, like, sixty nine days a year just looking for the right partner, dating the wrong people when you could just be spending time with the right partner.

这还只是时间这一方面。

So that's just one time.

想想你的理想客户，他们浪费了多少时间，要是早点找你帮忙，早就达成目标了。

Think about the amount of time that your ideal client is spending, wasting time instead of working with you and actually getting there much faster.

这只是一个方面。

So that's one of the buckets.

定价三要素中的第二个，就是显而易见的钱的问题。

The second area in the pricing triad is the obvious one, money.

当你意识到，人们因为没找你帮忙而损失或错失了多少金钱时，真的会大吃一惊。

It's extremely eye opening when you realize how much money people are losing or missing out on by not hiring you.

你的理想客户可能根本没意识到这一点，但我们的责任就是让他们看清。

And your ideal clients may not even be aware of this, but it's our job to make them aware.

所以你得具体算清楚，他们一辈子因为不找你合作，到底花了多少冤枉钱。

So you really wanna quantify, just how much they are spending or they could spend in a lifetime by not working with you.

一旦你把数字摆出来，五千、一万、两万，甚至五万，就没那么吓人了。

And in when you put it in context, 5,000, $10,000, or $20,000, or $50,000, no longer feels like that much.

举个例子，还是用约会教练这个场景。

So for example, same dating example with dating coach.

对吧？

Right?

这个人每次带女生出去吃饭，一顿花200美元，一周三次。

So this person's taking women out on dates, $200 per dinner, and that's three times a week.

光是这一项，一周就花了600美元。

So that's already $600 a week.

一年算下来，就是三万一千美元。

If you multiply that by a year, that's $31,000 a year.

再说他们每个月在约会软件上还花20美元。

Let's say that they're spending $20 per month on apps and dating apps.

一年下来又是720美元。

That's $720 a year.

但最糟糕的还在后面。

But let me tell you the worst part.

想象一下，这个人最后对那些不合适的人感到厌倦，终于找到了一个还算合适的，但其实也不太合适的人。

Imagine that this person ends up getting sick and tired of dating people who are not the right fit and finally find somebody who's kind of the right fit, but is not really.

你觉得如果娶错了人，会发生什么？

What do you think is gonna happen if you marry the wrong person?

离婚。

A divorce.

没错。

Right.

对于一个创业者或者企业高管来说，一场离婚可能要花多少钱？

And how much do you think that for an entrepreneur or for a executive CEO, how much could a divorce cost?

上千万。

Millions.

上亿。

Billions.

好吧。

Okay.

所以我觉得最低也得这个数。

So I have it on the low end.

我就说最低吧，光贷款这一项就得二十五万美元。

I'm like, let's just say on the low end, like, $250,000 just on the loan.

对吧？

Right?

为了简单起见。

Just to keep it simple.

光是找到对的教练，帮你选对伴侣，就能省下超过二十五万美元。

That's over $250,000 that you would literally save by finding the right coach that can help you find the right partner just money wise.

明白吗？

Okay?

那现在你想想，收五千到三万美元的教练费用，是不是就合理了？

So suddenly, try is it okay to charge 5 k through 30 k for a coaching container?

我的意思是，约翰，你听出来什么了吗？

I mean, what is landing with you here, John?

这点我深有感触。

This is landing with me.

我是说，我现在脑子里一直在想以前花在吃饭上的那些钱，还有如果当初嫁错了人导致离婚，我的资产最少也得直接损失一半。

I mean, because I'm thinking right now through all the money that I used to spend on dinners, and what would have happened if I would have married the wrong person and that divorce would have happened, and 50% of my assets would have gone kapoof at the minimum.

更别提了，这也是我反复琢磨的一点，就是机会成本。你知道的，那些花出去的钱本来可以投到其他投资里，或者回流到生意上，各种因素叠加起来，这个损失一直在不断累积。

Not to mention, again, and this is one thing that I keep thinking about is, like, the opportunity cost of, you know, all that, you know, money that I spent that could have gone in other investments, back in the business, all this other thing, it just keeps compounding.

没错。

Right.

这其实是我讲的最后一个点。

And that's actually the last one.

你这么说我真高兴，因为这正好是我定价策略里最后一个类别，也就是最后一个要点：帮助他们找到业务增长的机会。

I'm so glad you said that because that's the last category or the last bullet point that I have for, the pricing trial, which is the opportunities to grow their business.

或者，就算他们目前没有自己的生意，也可以考虑换份工作。

Or maybe even if they if they don't have a business, they could change jobs.

对吧？

Right?

他们还能找到更好的工作。

And they could get a better job.

他们可以把这份精力投入到其他职业方向上，从而让收益成倍增长。

They have that energy that they can put into a different career path and, like, multiply that.

对吧？

Right?

哪怕每个月能多赚两千块，加到你业务的净利润里，这数字也不算多。

Like, multiply that even if it's, like, $2,000 a month that you can add to your business bottom line, which is not very much.

我这说的只是最基础的数字。

I'm just literally talking about the minimum.

要是把这笔钱全年累计起来，它的复利效应会越来越明显。

If you multiply that by the end of the year, that is so that that it keeps compounding and compounding and compounding.

当我们谈论CEO和创业者时，说的不是每月两万二，而是每月两万。

And when we talk about CEOs and entrepreneurs, we're talking about not $22,000 a month, but $20,000 a month.

所以，当我们真正看清不和我们合作的代价时，客户会恍然大悟——涨价之后，你会更踏实、更有信心，内容也自然从这种底气里流出来。

And so when we really look at the opportunity cost of not working with us, the the the opportunity cost that our clients will experience by not working with us, it's really eye opening and suddenly raising your prices, you feel more grounded, you feel more confident, and you write content from that place.

你可以从这个角度去谈。

You can talk about it from that place.

好的。

Okay.

接下来我讲第三个部分，关于‘友善’。

I'm gonna move to the third area of the Nice.

定价三要素中的能量。

Pricing triad, which is energy.

明白吗？

K?

他们生活的其他方面，因为被这个问题困扰得太厉害，受到了哪些影响？

So so the energy, how are other areas of their lives suffering because they are so consumed by this problem that you can help them with?

如果他们一直解决不了，内心会受到什么样的冲击？

If they continue to fail, what is what is it gonna what is gonna be the impact on their their internal state?

他们会形成哪些错误的信念？这些信念又会带来什么后果？

What false belief systems are they gonna develop as a result, and what is the impact of that?

比如，那种不配得感、孤独感、不满足感——这些情绪会让人跟那些根本不是理想伴侣的人纠缠不清，明明知道不太合适，却还是觉得有可能，结果就是一堆麻烦，还浪费了本该用于实现人生目标的时间。

So, for example, the feeling of unworthiness, feeling lonely, feeling unsatisfied, like all the emotional connections that will be created with people who are not necessarily their ideal partner, but that still are gonna feel like it could be and then all the drama that comes with that and the time taking away from their purpose.

还有很多方面是没法用金钱来衡量的。

So there are so many more areas that you can't quite quantify in the money wise.

我们当然可以试着算，但真正该体会的是那种不配得感。

I mean, we could try, but really feel the feeling of unworthiness.

这种感觉，根本没法用一个数字来标价。

You can't quantify that in a monetary number.

但所有这些因素加起来，就是你不找我辅导的总代价，远远超过五十万美元。

But all of the all of these elements really take you down to a total cost of not working with you, which is more than half $1,000,000.

再想想，花一万五千到五万美元请一个约会教练，帮你找到灵魂伴侣，这笔投资到底值不值？

And when you think about it, again, is it worth it investing $15,000, $50,000 in a dating coach that can help you find your soul mate.

火之国，我希望你真正理解了这个三角模型，为什么应该这样去思考，而不是简单扔个价格说‘我的辅导就值这个价’，而应该坐下来跟对方说：你正在错过的，其实是这些。

Fire Nation, I really hope you're understanding this triad and why it makes so much sense to approach it in this direction, not just throw it a dollar amount and say, this is how much my coaching costs, but sit down with the individual and say, hey, this is what you might be missing out on.

而我提供的，正是这些。

This is what I'm providing.

我帮你省下的不仅是时间、精力和金钱，这一点非常重要。

This is what I'm saving you from time, energy, money, all these things, and this is very important.

真正聪明的人——而你正该找这样的人合作——会坐下来好好想想，其实懂了。

And an intelligent person, and that's who you wanna work with, by the way, intelligent person would actually be able to sit down and say, you know what?

他们就能明白，这完全说得通。

I get it, and it would make sense to them.

Fire Nation，等我们回来，继续聊完赞助商的广告后，我们会讲一些真实的案例，还有更多内容。

And Fire Nation, we're gonna be talking about some real world examples and so much more when we get back from thanking our sponsors.

Fire Nation，你的生意是不是卡住了？

Fire Nation, is your business stuck?

你是不是想了解那些已经帮助成千上万人实现百万收入的成熟方法和成功体系？

Are you looking to learn the proven processes and success systems that have been used to create thousands of millionaire success stories?

去 thrivetimeshow.com/eofire 看看吧，无数像你一样的普通人，在 Clay Clark 的指导和陪伴下，真正走向了富足。

See thousands of success stories and testimonials from real people just like you who Clay Clark has mentored and coached into prosperity at thrivetimeshow.com/eofire.

Clay 的商业辅导项目按月付费，费用还不到雇一个最低工资员工的成本。

Clay's proven business coaching program is month to month, and it costs less money than hiring a minimum wage employee.

没错。

Yes.

按月付费，费用还比请一个最低工资的员工更低。

It's month to month and costs less money than hiring a minimum wage employee.

今天就去 thrivetimeshow.com/eofire 预约你免费的13分钟一对一评估，直接和Clay Clark本人沟通，因为他只接受160位客户，每场商业峰会也只限300人参加。

Schedule your free personal 13 assessment with Clay Clark himself today at thrivetimeshow.com/eofire because Clay only takes on 160 clients and only allows 300 attendees on each business conference.

你将直接与Clay互动，看到数千个成功案例，了解如何参加Thrivetime Show为期两天的线下工作坊，现场还有足球明星兼企业家蒂姆·特博和特朗普总统的儿子埃里克·特朗普，立即访问 thrivetimeshow.com/eofire。

You will interact with Clay directly, see thousands of success stories, and learn about attending the ThriveTime Show two day in person workshops featuring football star and entrepreneur Tim Tebow and president Trump's son, Eric Trump, today at thrivetimeshow.com/eofire.

成为下一个成功案例。

Become the next success story.

现在就去 thrivetimeshow.com/eofire 预约免费咨询，申请门票，参加Clay Clark下一场商业峰会，与足球明星兼企业家蒂姆·特博和特朗普总统的儿子埃里克·特朗普面对面交流。

Schedule a free consultation and request tickets to join football star and entrepreneur Tim Tebow and president Trump's son, Eric Trump, at Clay Clark's next business conference today at thrivetimeshow.com/eofire.

Fire Nation，如果你在认真经营一家企业，你就需要真正的基础设施。

Fire Nation, if you are building a real business, you need real infrastructure.

这就是为什么HighLevel是Entrepreneur on Fire的官方合作伙伴。

That is why HighLevel is Entrepreneur on Fire's featured partner.

HighLevel 提供网站构建与托管、销售漏斗和落地页、邮件营销、预约管理、支付处理、课程与会员内容托管，还有很多其他功能。

HighLevel gives you a website builder and hosting, funnels and landing pages, email marketing, appointment scheduling, payment processing, course and membership hosting, and so much more.

你需要的所有工具，全都整合在一个平台里。

Everything you need to succeed all under one roof.

不用到处拼拼凑凑。

No duct tape.

不用同时操作五个不同的系统。

No juggling five platforms.

只需要一个干净利落的系统来打理你的业务，而且他们获奖的 24 小时客服团队，总在你最需要的时候挺身而出。

Just one clean system for your business, and their award winning 24 seven support has your back when you need it most.

通过 highlevelfire.com 注册，你还能获得我独家的附加礼包：30 天免费试用、与我 JLD 一对一的 15 分钟私聊、每周直播办公时间的参与资格、我的书《通往非凡成功的共同路径》电子版、我的 50 天行动路线图，还有更多福利。

When you sign up at highlevelfire.com, you also get my exclusive bonus stack, a thirty day free trial, a private fifteen minute call with me, JLD, access to my weekly live office hours, a digital copy of my book, The Common Path to Uncommon Success, my fifty Days to Something Execution Roadmap, and more.

现在就上 highlevelfire.com，开始打造属于你的事业吧。

Visit highlevelfire.com and start building your something today.

朱莉安娜，我们回来了，这一期真的塞满了干货。

Juliana, we're back, and man, so much value is being packed into this episode.

我是说，吸引高端客户并收取高价的三步法，我真的觉得Fire Nation完全搞懂了。

I mean, the three step system to attract high end clients and charge premium prices, I mean, I I honestly think Fire Nation really gets it.

你刚才已经举了一个很好的例子。

You gave one great example already.

你能再讲一个实际案例吗？比如你有哪个客户用过这个方法？

Can you give another real world example of one of your clients who have used this?

天啊。

Oh my god.

我有太多例子了。

I have so many.

我本来想挑一个来讲，结果发现太多了。

I was trying to pick which one I wanted to share, but there's so many.

我跟你说说我的一个客户，埃斯佩兰萨。

So let me tell you about one of my clients, Esperanza.

埃斯佩兰萨是一位生活教练，也是企业教练。

So Esperanza, she was, she is a life coach, an executive coach.

她来找我的时候，每小时只收83美元。

She was charging $83 an hour when she came to me.

我们聊了一次，讨论了她所提供的服务的长期价值，然后做了调整。

And after one conversation, we discussed the lifetime value of the offer that she was, that she was crafting that she had, and we adjusted it.

她最终卖出了一个价值17.9万美元的一年期套餐。

And she closed a package for a $179,000 for one year.

这可不是偶然。

This was not a coincidence.

类似的情况我遇到过很多，但只要你开始重视自己的工作，这样的事就会发生。

This happens I have so many of those, but that is one of the things that happens when you start valuing the work that you do.

别再按小时收费了，重点应该放在整体方案上，根据客户能获得的改变来定价，还要学会清楚地向潜在客户表达这种改变。

And instead of charging per hour, really, you focus on the package, and you really adjust the price based on the transformation, and you learn how to articulate the transformation to your potential client.

我是说，Fire Nation，我希望你真正意识到，这种转变——我可不觉得这是个小变化，这根本是一次巨大的思维转变，是的。

I mean, Fire Nation, I hope you're really realizing what even this this shift, you know, I'm not gonna say it's a mini shift because it is a big mental mindset shift Mhmm.

Juliana帮她实现了这个转变，但并不是花了很多时间，从每小时83美元，直接跃升到一年17.9万美元。

That Juliana was able to get her through, but it wasn't, like, in a long period of time, and we're talking $83 an hour to $179,000 for the year.

我的意思是，从投资回报来看，这简直是巨大的转变。

I mean, that's a massive, massive shift when it comes to that return on that investment.

我想谈一个点，本来以为没时间聊了，但我觉得特别重要，咱们就简单说一下。我很多听众都有这种想法，我经常听到，他们觉得必须摆出一副无所不能、完美无缺的样子。

So one thing that I do wanna get into, and I know that we thought initially we didn't have time for it, but I think it's super important, so maybe we just get really concise on this, because so many people in my audience, and I hear it all the time, they think they need to have this Stonewall type image.

好像一点都不能流露软弱，但其实我完全不这么认为。

Like, they show no vulnerability whatsoever, but you actually believe the opposite.

展现脆弱并不会削弱你的可信度。

We can be vulnerable without losing credibility.

你能具体说说吗？

Can you break that down?

当然可以。

Absolutely.

我提出过一个概念，叫‘优雅的脆弱’。

So I created a concept called elegant vulnerability.

我刚起步的时候，记得在Facebook和社交媒体上，大家都说要坦诚，要把自己的混乱、狼狈都晒出来，说你的问题就是你的故事。

Because back when I started, I remember seeing on Facebook and on social media, everyone was saying, be vulnerable, share your mess, your mess is your message, and just put it all out there.

作为营销专家，又懂心理学、懂说服、懂人性，我注意到很多人为了表现脆弱，反而削弱了自己的可信度。

And as a marketing expert and as I am somebody who understands psychology, understands persuasion, understands people, it's so important to I was noticing that people were actually diminishing their credibility in the, you know, just to just to to be vulnerable.

所以我开始明白，脆弱之所以重要，是因为它能帮我们与屏幕另一端的人建立真正的连接。

And this is why I started understanding, okay, vulnerability is important because it helps us create a connection with the people on the other side of the screen.

我们不是完美无缺的机器人，不会永远在达成目标，也不会永远保持完美的情绪状态。

We're not just perfect humans and robots that produce and are always achieving our goals and are always per feeling perfect feelings.

我们是人。

We are human.

所以我们有必要展现这一点，因为这才是真实的生活。

And so it's important that we that we show that because it's our truth.

但同时，我们也得记住，人们关注我们，并不是想和我们做朋友。

But also it's important that we remember that people are here not because they wanna be our friend.

他们想被引领。

They wanna be led.

如果他们只是想听人倾诉烦恼，随便打个电话给朋友就行了。

If they just wanted somebody to spill their guts or whatever, share their problems, they just can just call a friend.

对吧？

Right?

我们不是来当客户的朋友的。

And we are not here to be our client our client's friends.

我们的角色是带领他们。

We're here to be our to lead.

即使你身处其中，你依然可以展现脆弱，分享真实的故事。

And what is important to understand is that you can be vulnerable and share this the real story even if you're in it.

但关键在于，你要分享你从中获得的教训，这样才能让身边的人真正看到其中的价值。

However, the difference is the importance of sharing the lessons that you're learning so that you empower the people around you to really see what is valuable.

他们能从你的经历中学到什么？

What what are the lessons that they can get from your own experience?

要确保你在内容中运用得体的脆弱感，就要坦诚分享真相——你的真实感受，以及所有发生过的事。

So important things to look for to make sure that you are using elegant vulnerability in your content is, you know, share the truth, how do you feel, all the things all the things that happened.

别藏着掖着。

Don't don't hold back.

但你注意到了吗？我这里是在怪谁吗？

But notice, am I blaming somebody here?

我有在使用任何指责的语气吗？

Am I using any type of blame?

我有没有在营造一种受害者心态，无论是针对自己还是别人？

Am I creating any type of victimhood around me or around other people?

我有没有把谁塑造成我故事里的加害者？

Am I making anybody the perpetrator of my story?

这些才是你需要清理掉的部分——你依然可以讲你的故事、分享你的领悟，但只有这样，你才能以一种真正有力量的方式表达，建立起你的可信度、影响力，以及你和观众之间的信任感。

And those are the things that you clean up and still tell your story and share the lessons, but that's how you know you're sharing it in an empowered way that will build your credibility, build your influence, and create that sense of trust between you and your audience.

火之国，这里的信息密度太高了，但我必须记下来，真心希望你能认真体会。

Fire Nation, so many value bombs here, but something that I just had to write down, and I really hope you take this to heart.

人们不需要更多的朋友。

People don't need another friends.

他们需要的是一个领导者。

They need a leader.

所以当你身处那个位置时，你需要做一个优雅的领导者。

So when you're in that position, you need to be that elegant leader.

所以我想再强调一下，朱莉安娜。

So I wanna just really close this down strong, Juliana.

在这次对话结束之际，你最希望‘火之国’的观众带走的一点是什么？

What is the one thing that you want Fire Nation to walk away with from this entire conversation we had here today?

我希望大家带走的最重要的一点是，好好想想这个问题。

Well, the one thing that I want everyone to walk away with is to think about this.

假如现在有一千个精准粉丝来到你的主页、你的网站，他们看到的是什么？

If I gave you a thousand qualified followers and if they go to your page, if they go to your website, what are they gonna see?

他们看到的是清晰明确的信息，还是空荡荡的荒凉？

Are they gonna see a clear message, or are they gonna see tumbleweeds?

还是满眼听不懂的术语和行话？

Or are they gonna see a bunch of jargon that they don't understand?

无论做什么生意，最关键的是什么？我之所以能这么快取得成功，就是因为始终专注于用准确的语言，传达你所提供的价值。

What is really important in in any business and then the reason why I've become successful so quickly is because I focused on saying the right words to communicate the value of your offer.

如果你不知道该怎么表达你服务的价值，别人就会忽略你。

Because if you don't know the words to say to communicate the value of your offer, you will be ignored.

不管你有多厉害，关键是要有清晰的信息。

It doesn't matter how good you are at what you do, You have to have the right message.

这正是我的专长。

So that is my specialty.

我专门帮人理清他们的表达，好让他们吸引到高端客户。

That's what I focus on helping people with, helping them clarify their message so that they can attract premium clients.

所以你只要记住一点：语言是免费的，你的大脑总会把人归类到你能解决的问题上。

So if there's anything that you take away from this is that words are free, and your brain is always going to try to file people under the problem that you can solve.

人的大脑总是下意识地想，这个人能解决什么问题。

People's brains are always trying to solve you know, file people under the problem that you can solve.

如果你说不清这个问题，别人就会无视你。

And if you're not clear on that problem, people are going to ignore you.

所以，把信息表达清楚特别重要，这样才不会被忽视。

And so that is why it's so important to be clear on your message so that you won't be overlooked and you are not ignored.

朱莉安娜，大家该怎么联系你呢？

Juliana, how can people connect with you?

你有什么想对听众说的吗？说完我们就告别了。

Any call to action you have for our listeners, and then we'll say goodbye.

当然可以。

Absolutely.

你可以在Instagram上加我，我的账号是Juliana Garcia，拼写是J-U-L-I-A-N-A G-A-R-C-I-A，Juliana只有一个n。

So you can, add me on Instagram, and my Instagram is it's Juliana Garcia, I t s Juliana Garcia, Juliana with only one n.

另外，你可以下载我的‘30天直面真相挑战’，这个活动能帮你学会优雅地展现脆弱，提供30天的写作提示，助你创作出吸引高端客户的内容，地址是julianagarcia.com/exposed。

And also, you can download the thirty day expose your truth challenge, which helps you with elegant vulnerability, give you 30 prompts for thirty days to write epic content that attracts premium clients, and you can find that at julianagarcia.com/exposed.

Exposed的结尾是e-d，不是e-r。

Exposed with an e d at the end.

火之国，你可是平均水平。

Fire Nation, you're the average.

在你最常接触的五个人里，今天你已经和JG还有JLD待在一起了，继续保持这种状态。

Of the five people you spend the most time with, you've been hanging out with JG and JLD today, so keep up that heat.

请前往 elfire.com。

Head over to elfire.com.

在搜索框里输入 Juliana，拼写是 j-u-l-i-a-n-a。

Type Juliana, that's j u l I a n a, in the search bar.

她的节目说明页面就会直接跳出来。

Her show notes page will pop right up.

再重复一遍，她的 Instagram 和网址是什么？

And one more time, let's hear that Instagram and that URL.

是 Juliana Garcia。

It's Juliana Garcia.

这是我的 Instagram，I-t-s Juliana Garcia，Facebook 上也是这个名字，网址是 julianagarcia.com/exposed，注意结尾是 e-d，就是 exposed。

That's my Instagram, I t s, Juliana Garcia on Facebook as as well, and the URL is julianagarcia.com/exposedwithaned at the end, exposed.

Juliana，感谢你今天向 Fire Nation 分享你的真知、经验和价值。

Juliana, thank you for sharing your truth, your knowledge, your value with Fire Nation today.

为此，我们向你致敬，咱们下次再见。

For that, we salute you, and we'll catch you on the flip side.

听起来不错。

Sounds good.

到时候见。

See you there.

嘿，Fire Nation的朋友们。

Hey, Fire Nation.

今天的内容由朱莉安娜赞助，她为本集提供了宝贵的价值。

Today's value bound content was brought to you by Juliana who sponsored this episode.

过去十年里，我采访了超过三千位全球最成功的创业者，并总结出一套革命性的十七步路径，帮助你实现财务自由与人生满足。

And Fire Nation, over the last decade, I've interviewed more than 3,000 of the world's most successful entrepreneurs and created a revolutionary 17 step roadmap to your financial freedom and fulfillment.

我把这些全部写进了我的第一本传统出版书籍《通往非凡成功的共同路径》，这本书得到了赛斯·高汀和加里·维纳查克的亲自推荐。

I put it all into my first traditionally published book, The Common Path to Uncommon Success, personally endorsed by Seth Godin and Gary Vaynerchuk.

《通往非凡成功的共同路径》为你提供了实现理想生活的一步步指南。

The Common Path to Uncommon Success is the step by step guidance that you need to achieve the lifestyle of your dreams.

访问 uncommonsuccessbook.com 今天下单购买，我们会在那里或下期再见。

Visit uncommonsuccessbook.com to order your copy today, and I'll catch you there or on the flip side.

Fire Nation，你的生意遇到瓶颈了吗？

Fire Nation, is your business stuck?

你想了解那些已经帮助成千上万创业者实现百万收入的成熟方法和成功体系吗？

Are you looking to learn the proven processes and success systems that have been used to create thousands of millionaire success stories?

赶紧访问 thrivetimeshow.com/eofire，免费预约美国第一商业教练 Clay Clark 的咨询。

Schedule a free consultation with America's number one business coach, Clay Clark, by visiting thrivetimeshow.com/eofire.

再次提醒，今天就去 thrivetimeshow.com/eofire 预订这些能改变人生的机会。

Again, request life changing tickets today at thrivetimeshow.com/eofire.

如果你在认真经营一家企业，你就需要扎实的基础设施。

If you are building a real business, you need real infrastructure.

HighLevel 一站式提供网站托管、销售漏斗、邮件营销、自动化流程、日程预约、支付系统和课程托管，还有屡获殊荣的全天候客服支持。

HighLevel gives you website hosting, funnels, email marketing, automation, calendar booking payments, and course hosting all on one platform, plus award winning 247 support.

前往 highlevelfire.com，免费试用30天，还能领取我的专属赠品包，包括一次与我一对一的15分钟通话，还有更多福利。

Get a 30 free trial and my full bonus stack that includes a fifteen minute private call with me and much more at highlevelfire.com.

highlevelfire.com。

Highlevelfire.com.