I gave away today’s lesson in the subject line — if you repel people, charge accordingly. But maybe you want a bit more explanation about what I mean. So let me set it up:
Yesterday, I moved to a new apartment in an old town.
The last time I was in this old town was in May. Back then, I had to look for an Airbnb, and there was one uniquely horrible listing that flashed back into my mind yesterday.
This Airbnb had a sea-and-fish motif:
On the wall, a tiny lifebuoy, about the size of a donut…
On the mantle, cheaply framed photos of fish carcasses dangling from hooks…
In the cramped bedroom, navy blue and white stripes. In fact, the navy-blue-and-white design was everywhere, making the apartment look like a crowded barber shop.
But none of this was the worst part.
The worst part was that this listing offended my marketing expertise. Because this apartment was very affordable — about 20% cheaper than everything else on offer.
So that’s my point for you:
I thought this apartment was hideous. According to the availability of this place on Airbnb for the next few months, most other people agreed with me. And yet…
I’m sure somebody out there would love this place. Probably some modern-day Stede Bonnet, with unfulfilled childhood dreams of adventure on the high seas.
In my email yesterday, I told you how there’s good money to be made by selling people on the idea of work, struggle, and even suffering. But I have one caveat to that hideous idea:
You’ve got to charge accordingly.
Because work, struggle, and suffering will turn many people off. So you have to make up for it with the few people who don’t run away.
Same thing if you have a uniquely and tastelessly decorated Airbnb apartment. Don’t apologize with your price. Charge more for it.
The bigger point is that marketing comes down to just two things, psychology and arithmetic.
The psychology says the more unique and niched down your offer, the easier it becomes to sell the thing to the right prospect.
The arithmetic says that the more unique and niched down your offer, the fewer right prospects there will be.
I don’t have a formula for how to choose just the right tradeoff between the two. But I do know how you can give yourself some insurance.
And that’s a higher price. A higher price is the lifebuoy that keeps you afloat and alive… even when you cast off from the dry land of everyday, acceptable promises… and find yourself tossed around by the dangerous but exciting seas of uniqueness.
Ok, so much for pricing strategy. Now about business:
I have an email newsletter. Some people have called it the “most underrated list in copywriting.” Still others find it too bizarre or unique for their tastes. If you are curious and want to give it a try, here’s where you can get on board.