Too Good to Be True

It’s easy to drive by this vendor and immediately laugh and judge.

It’s not because you hate a bargain.

It’s because you know it’s too good to be true.

So you start inventing stories:

• “Yeah, they’re ribeyes, but from what animal?”

• “I’ll bet those things are tougher than stale Milk Duds.”

• “$2 steaks, dental bill extra.”

None of those stories are fair to that vendor.

They’re just what your brain does when something feels too good. It starts hunting for the catch.

If you sell your expertise, prospects do the same thing when your signals feel “too good to be true.”

Sometimes it’s pricing, but not always.

Often it’s the vibe:

• A social post that reads like a lead magnet instead of help.

• Scope overkill that solves your insecurity more than their problem.

• Instant agreement with no diagnosis, no pushback, no point of view.

• • Being “available anytime,” which does not read like service. It reads like need.

People do not only buy expertise. They buy risk reduction.

And when your signals whisper, "There's a catch,” they start making up stories.

Just like we did with the ribeyes.

Where are the “20 Ribeyes for $39.99” signs in your business?

What are you trying to compensate for when you flash them?

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I’m John Ray, author of The Generosity Mindset. I help expert-service professionals communicate value, attract best-fit clients, and price their work more confidently, without confusing generosity with giving everything away. If you’d like to start a conversation or join the list from my Sunday morning email newsletter, send me a DM.