Increase Your Price: Dan Kennedy Information Marketing Secret
“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.
As part of Dan Kennedy’s Info Riches course, Rob Toth interviewed Wille Crawford as one of the top information marketers. The interview series is called the “Future Of Information Marketing”.
Willie’s advice 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”. Many people try to sell things that the market really doesn’t want. But in Willie’s experience “people know what they want”. Trying to sell something that they don’t want or don’t understand why they need it or should want it won’t get you very far. You will face an uphill battle. Success is not likely.
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.
You don’t have to have a perfect product or service. It’s good enough if it is noticeably better than they can get anywhere else.
Consider the baby boomers, for example. All these people are getting old. They have money and don’t like the idea of being in pain due to sickness. They are willing to do anything to avoid or eliminate their problem.
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 big problem is actually psychological. People are “not properly valuing their expertise, so they are underpriced”.
You need good copywriting skills to demonstrate and prove that the value of your product is real. You just need to “take a deep breath and add another zero or two zeros.” “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”.
Position yourself so you are 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.
Filed under: Marketing