Are You Making This Same Money-Losing Choice?

By: Dan Kennedy on: June 5th, 2013 9 Comments

Last month, the Miami Marlins announced that they would be closing off part of their stadium for some home games.

They aren’t the only stadium having trouble selling tickets.

Across the board ticket sales for Major League Baseball are down and ten clubs are experiencing more than a 20 percent drop in ticket prices in their secondary markets.

Even the mighty Boston Red Sox had their 820 game sellout streak come to an end in April.

What’s to blame? Some are citing the economy. Others cite weather. And yet others blame individual clubs for their poor performance during the previous season.

The response has been to lower ticket prices.

The interesting thing is that based on TV ratings, interest in baseball isn’t in decline. Millions are still watching and, in fact, interest has even slightly increased. So does it make sense to lower ticket prices?

You’ve no doubt read and heard talk by economists, futurists, financial analysts, politicians, and the media about the need to lower our expectations and shrink our lifestyles as the only rational response to all that has occurred in the economy. For example, there was an article that ran in USA Today, in which they warned of the need to “brace for a lower standard of living.”

You’ve likely seen a store at the local mall that has an eternal “Buy one, get one half off” sale that never ends.

Lowering prices, lowering standards…this seems the “natural” response.

But for you and I, lowering prices and lowering expectations is the least rational response.

It only makes sense if you wish to cede control of your life to circumstances. That is a fundamental choice that belongs exclusively to you.

There are, of course, changed and changing facts and realities in the business and financial landscape, but a good way to think about them is as a pro football team’s coaches and players must think about games played on natural turf, artificial turf, outdoors, indoors, in heat, in cold, in rain, in snow—regardless where they play, they play to win. And somebody wins every time.

Given the different conditions, they dress differently, run different plays and use different game strategies. They change their plan and figure out different ways to adjust to their conditions. But they don’t ever set aside their intentions of winning.

Whatever the realities are, one is that there is wealth. As long as it exists, it is yours to attract.

And you can attract it with far greater ease and faster than you think possible, if you believe you can and have the right “know how.”

There are three components necessary for you to shift to a winning plan.

  1. There is a philosophical component. There is a way of thinking that repels wealth, which is how most people think. There is also a way to think that attracts wealth. If you think that way, you are magnetic to opportunity, money and wealth.
  2. There is a strategic component. There are very practical things to do to put yourself in the right position and set in motion the forces that attract wealth. These include entrepreneurial strategies, relationship strategies, influence strategies, marketing strategies—that when properly employed and focused on, will make you magnetic to opportunity, money and wealth.
  3. Finally, there is a behavioral component. There are behaviors that repel wealth, and there are ways to behave that attract wealth. Ultimately, it is my contention that wealth attraction is more about doing than thinking. (You can read extensively on these three components and how to make radical shifts in your business  using them in my book No B.S. Wealth Attraction in the New Economy.)

You have to ask yourself if your business is really in decline and if so, is lowering your prices and expectations really your only option, or is your wealth attraction skewed. Because in the end, you have to either prepare to win, or lose to someone who is.

NOTE: Get “The 10 Rules to Transforming Your Small Business into an Infinitely More Powerful Direct Response Marketing Business” for FREE. Click here to claim your customer-getting, sales-boosting tactics.


Dan Kennedy is internationally recognized as the 'Millionaire Maker,' helping people in just about every category of business turn their ideas into fortunes. Dan's "No B.S." approach is refreshing amidst a world of small business marketing hype and enriches those who act on his advice. For more money-making marketing tips, tactics and strategies, go to

9 Responses

  1. Tony Messer says:

    Good stuff. Absolutely bang on the money. The other day I interviewed a guy in the UK who is knows as “Britain’s Richest Plumber”. His name is Charlie Mullins & he is one of nature’s gentlemen. He started off in basement in Pimlico in London in 1979 & his business now has an annual turnover of £20 (about $30 million) & he employs over 200 people.

    He would agree with Dan 100%. In fact, I asked him about charging higher prices. He is renowned for charging higher than the competition. He told me he can do this because he has a simple formula that he sticks to.

    He also is a bit like Dan in that he is a definite Renegade. He told me that the key to his success is to identify 10 things that the competition does & just to do the opposite. If a plumber turns up in a rusty old van then he turns up in a brand new one. Plumber is scruffy – Charlie’s boys turn up with a shirt & tie. Plumber doesn’t like to give a price, Charlie’s pricing is transparent.

    It’s no wonder that he is the “plumber to the stars” such as Keria Knightley & Hugh Grant!

    Listen to the interview – Charlie is a real inspiration. Dan you’d love him! You can hear it all at

    Best wishes to all business owners!!

  2. Tony Messer says:


    Just noticed a typo – I meant to say annual sales are £20 Million.


  3. Rose Widell says:

    I hope you will be writing more about the 3 components in future posts!

  4. Frederic says:

    Thanks for the article (sorry for my english, I am a french person). So what do you suggest the should do ?
    – Offering 10 years membership ? (knowing that most people won’t use it, so they can sell more of this, the years after)
    – Well I don’t see anything else !
    I would really like to have some clues !
    Thank you !

  5. Sunday says:

    Hi Dan,
    You are right in your take on wealth attraction and creation. Although there is a thin line between philosophical and behavioral component, yet they could be distinguished when one needs to think and act respectively.

    That being said, you cannot blame many businesses for wanting to cut down on their sales strategy, especially if this is a plan for higher revenue generation.

    Well, you have succeeded in using this post to pass the message that in the midst of gloom, there is still brightness and hope of making money!

    The above comment was left in where this post was shared.

    Sunday – contributor

  6. Dan
    I’ve heard the same message from you over the years and it hasn’t changed. But that’s good because it has stood the test of time.
    I’ve learned from you and choose to create my future and boy has it worked well

  7. Dan, as a ex football player your words ring true.As an -champion and all star player , we knew we had to win,no other option existed.I built a 3million dollar real estate co. Since my bankruptcy
    i have been slacking and just as i bought those first 30 properties ,i should be doing even better
    with your “stuff”. And so a winner never quits and a quitter never wins I’ll keep buying your stuff
    untill i break thru.

  8. Arjay says:

    A very candid delivery and observation. I truly appreciate the approach with which Dan applied to drive home his point.

    The baseball examples are real and show what is being experienced financial by many organizations.

    With all the not too rosy experience, it is good to have some positives as commanded by Dan!

  9. Merely corroborative detail, intended to give artistic verisimilitude to an otherwise bald and unconvincing narrative.

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