The price is something not necessarily defined as financial. It could be time, effort, sacrifice, money or perhaps, something else.
Introspection is the trick. Understand what you want, why you want it and what it will do for you. This is a critical factor, and as such, is probably the most difficult step.
Positive pleasure-oriented goals are much more powerful motivators than negative fear-based ones. Although each is successful separately.
Motivation is not an accident or something that someone else can give you — you are the only one with the power to motivate you.