I am a man of relatively modest means.

I’m not a millionaire (not even close).

I don’t live in a huge sprawling estate (more like a 2nd floor apartment).

I don’t drive a luxury car (a Jeep Wrangler).

But I do live a fulfilling life in an amazing area of Southern California with arguably some of the best weather anywhere, and despite the cost of living, I’m thankfully able to pay the rent and keep the fridge full every month.

Why am I sharing this with you?

Because this is the life that I have created by PRIORITIZING THE THINGS THAT ARE THE MOST IMPORTANT TO ME.

One of those is my investment in my physical fitness.

When you factor in gym membership, healthy groceries, and the cost of not one, BUT TWO coaches (one for bodybuilding & the other for nutrition), I’m putting out more than $2,500 per month.

That’s right. . .The coach pays TWO coaches every month. And that monthly dollar amount is much more than I charge.

Do I have that kind of bread simply stuffed under the mattress whenever I need it? ABSOLUTELY NOT.

Would it be very easy for me to say “I can’t afford it?” SURE.

But instead, because I want “it” bad enough. . .because “it” is important enough. . .I decided what I’m going to do WITHOUT to help offset the expense.

I haven’t eaten out at a restaurant in 6 weeks. Not even a pack of gum or a drink at a convenience store.

I’ve been at our favorite watering hole exactly ONCE in the last 6 weeks (where I typically hung out TWICE PER WEEK.)

And after taking 3 cross-country trips to Florida this spring/summer to see my son play pro ball, I nixed the 4th trip I had scheduled in September to conserve funds.

My point?

When you say “I can’t afford it,” more often than not, it doesn’t mean you don’t have the ability to make a payment. It means you don’t want “it” bad enough and “it” is not important enough for you to figure it out and make sacrifices to GO GET IT.

This is especially evident with a segment of folks who reach out to me about marketing help. I get contacted by those entrepreneurs who admit business is lagging and they have no system set up to attract and cultivate new business. Then when we get down to brass tax, they not only knee-jerk with “I can’t afford it,” they add that when they pick up a couple of accounts, they’ll circle back with me.

So you understand how that makes ZERO sense right?

Without the ability or knowledge on how to bring in new business in the first place, how can you expect to bring on new business to pay to learn how to bring on new business?

The missing link is the SACRIFICE.

What are you willing to do without to get what you want the most?