“You can charge thousands for things that others are charging hundreds for”, says Willie Crawford, a 35 year vetran in direct marketing and a 12 year online information marketer.
Rob Toth interviewed Willie as part of Dan Kennedy’s Info Riches course. Rob was interviewing the top information marketers in a series called “Future Of Information Marketing”.
According to Willie the best thing to do is to “focus on selling a product that offers a solution to a really, really huge and painful problem…one that people would happily pay to solve”. So many people start off trying to sell things that the market really doesn’t want. “People know what they want”, says Willie. You could try to sell them something that they don’t want but you won’t get anywhere. Even if they want it and don’t understand that they want it you are facing an uphill battle. You probably won’t succeed.
Do your research. You need to “find something that is so incredibly painful that people would do almost anything to buy the solution”. Once you know what they want so badly, sell them the best solution in the market.
It’s not necessary for your product or service to be perfect. You just have to offer something that is noticeably better than what anyone else is offering.
As an example, consider the baby boomer market. These people are getting old and sick. They are willing to do anything to avoid the pain and eliminate the disease. Many of these people have a lot of money too.
Also, among the baby boomers, lots of people are going to be in difficult circumstances because they are not invested in the right place. You can be their savior.
Many of these people have time on their hands and can afford to travel. You can offer them the best travel packages.
The real problem is in marketer’s head. They are “not properly valuing their expertise, so they are underpriced”.
Use your copywriting skills to demonstrate and prove the value in your product or service is real. Willie says to just “take a deep breath and add another zero or two zeros” to your price. “Keep a straight face and people will pay those prices because it’s not about the prices. It’s about delivering experiences. It’s about delivering value to people’s lives.”
You need to positition yourself at the high end of the price-quality spectrum. “Once you learn to position yourself as THE expert who has the information those people are looking for then it’s really not that difficult to sell to those people,” says Willie.
“People who are willing to pay more money are looking for a higher end product. They are looking for expertise that the average person can’t afford. Just let them know that’s you and they’ll buy it.
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