That "was $497, now $197" thing might be illegal.

Quick heads up on something that's going to hit a lot of people in this space hard.

Strike-through pricing — you know it, you've seen it everywhere. "$497 — Today only: $197!" — is currently the subject of a wave of class-action lawsuits.

The FTC requires that the "original" price be a real price the product actually sold at, for a meaningful period of time. Not a number you made up to make the discount look bigger.

Recent cases: Overstock paid $6.8 million. J.C. Penney settled for $50 million. Michael Kors, $4.875 million. And those are just the ones that made headlines.

If you're running a website, a funnel, or any promotion with comparison pricing — this is worth 10 minutes of your time. The full breakdown is here.

But here's the part that bothers me more than the legal exposure:

Fake urgency breaks something that takes years to build.

The people on your list — the ones who've been with you through webinars and events and everything else — they're not stupid. They feel the difference between a real reason to act and a number you inflated so the discount looks bigger.

You can manufacture pressure once. Maybe twice. But the trust you burn is harder to rebuild than the sale was worth.

I've been thinking about this a lot lately. The same thing happens in live conversations — when someone feels like they're being maneuvered rather than met. It changes everything.

Which brings me to something I want to ask you directly.

I've been sending you emails about what happens inside high-stakes conversations — enrollment calls, discovery sessions, negotiations.

I want to make sure what I'm sending is actually relevant to your world.

Hit reply and tell me in one line: what kind of conversations are you having right now for your business?

Sales calls, client consultations, speaking inquiries, something else entirely — I just want to know.

I read every reply.

Think BIG!

Ken