When someone says your course, membership or coaching is too expensive, the first move is usually to drop the price or add more bonuses. Neither one changes the story your buyer tells themselves about the money. Here’s what Mark Cuban figured out on the sales phones and how to use it on your own offers.

Most creators price from fear: lower the number, add more options, run another discount. Here are the ten pricing mistakes I see most with digital products and memberships, and the fix for each one, including the launch math most people never run.