Russ Ruffino net worth: Russ Ruffino is a business coach and online marketer with an approximate net worth of $18 million.
But he wasn’t always King Sh*t of F*ck Mountain. He used to be a bartender, working hard to make ends meet. After seeing a buddy do well online, well, he followed suit.
Ruffino’s early efforts focused on low-end digital products. He created an eBook plus video course, priced it at $197, and soon saw his first sale come through. It wasn’t much, but it gave him the confidence to quit bartending and go full-time as an internet marketer.
Five months and a quarter million dollars later, he ripped it all down. Why? Nobody was getting results.
So Ruffino restructured his offer, bumped the price to $5,000, and began selling transformation, not information. He wanted fewer but better clients, who were starving for change, and ready to work.
At the time, it was a ballsy move. Everyone else online was peddling “tripwires” (like $7 PDF guides, for example), then upselling to more lame info products ($47/mo membership sites, $97 eBooks, $147 courses, $199 seminars, etc.).
As you know, Ruffino’s pivot paid off. By hiking prices and working more closely with only premium clients, both sides came out ahead.
Fast forward to present day: that business, Clients on Demand, sells for $10k, with hundreds of happy members scattered around the globe. And yeah, Russ Ruffino is making major bank too. He’s allegedly over a million a month these days.
Best believe marketers and gurus have taken notice. Those who used to criticize the “high ticket hero” are now copying him.
Coaching and consulting’s exploded. Now urrbody’s got a “signature program” they’re selling for $3k to $10k it seems. And Russell Ruffino, along with his great hair, carried the torch.
Russ Ruffino net worth lessons
From experience, I can vouch for Russ’s business philosophy. High-end, high-impact is where it’s at. Here’s why.
1) Charging more weeds out your worst customers and clients. The ones who pay the least, do the least, but expect the most.
2) High-paying clients take you and your product more serious. It’s simple psychology. The more skin in the game, the more attention, effort, and appreciation you’ll have for something.
3) A quality over quantity approach to sales means you have less people to serve; and can therefore devote more resources to each customer or client.
4) It’s faster and easier to scale. When you’re netting thousands of dollars per unit sold, all you need is like a sale a day and you’re a millionaire.
5) Simplicity. Consider all the time, energy, and money saved by not needing dozens of different offers, each of which requires its own marketing and advertising and sales and systems and accounting and support. Umm, I’ll pass.
6) Margins. The more you pocket per sale, the more powerful you become. You can invest more money into research and development; recruit and hire top talent; out-spend competitors; better survive slow seasons, mistakes, or whatever curve balls you happen to get thrown.
There’s more. But those are the biggest benefits I’ve seen, personally, in several multimillion dollar web businesses I’ve already built.
Respect to Russ Ruffino for leading the way. He’s definitely someone you should study.
And if you’re still on the fence about raising your fees, read this.