The past few days, I’ve been reading the eye-opening “No B.S. Marketing To The Affluent” by marketing coach Dan Kennedy.
As you can imagine, one of Dan’s main points is that you should charge a lot, and that you can, because with a bit of thought and preparation, it’s easy to break the heavy chain that links product to price in most people’s minds.
Dan suggests two main ways to do it:
“The two biggest chain cutters that delink price from product are 1) who is buying and 2) the context in which the product is presented, priced, and delivered.”
There’s a lot in that one sentence. So let’s get specifical. Let me tell you just one specific way to create a high-price selling context.
It’s to assume authority.
In the olden days, this meant getting a soapbox… walking to the the northeast corner of Hyde Park… putting your soapbox down on the ground among the chestnut leaves… stepping onto the soapbox… and starting to talk.
The modern-day version of this is creating your own digital platform of any kind and using it to communicate.
Because there’s some shortcut in the human brain, so that when you speak from a platform, the rest of us listen.
Sure, some of those listening will walk away after a time. But others will continue to stand there, transfixed, nodding their heads.
And if you, the speaker, ever deign to directly address me, the transfixed audience member, I’ll get a flush of excitement. I’ll look around to make sure others saw it too. “Did you catch that? He spoke to me! He made me an offer, directly! It’s expensive, but what else would you expect? He’s an authority!”
I know I react like this. I imagine that if you are honest with yourself, you will find you react like this too.
All that’s to say, get your own soapbox if you haven’t got one yet. Or get me to create one for you.
And on that note, today is the last day I’ll be talking about my done-for-you newsletter service.
Your own newsletter is good for business, good for authority, and great for delinking price from product.
So if you have a business, but you haven’t got a newsletter, then take a look here for more information on this service:
https://bejakovic.com/announcing-done-for-you-newsletter-service/