No B.S. Marketing to the Affluent: The Ultimate, No Holds Barred, Take No Prisoners Guide to Getting Really Rich by Nick Nanton Dan Kennedy

Author:Nick Nanton Dan Kennedy [Kennedy, Nick Nanton Dan]
Language: eng
Format: mobi
ISBN: 9781613083093
Publisher: Entrepreneur Press
Published: 2015-03-15T14:00:00+00:00

Dan Kennedy’s #7 No B.S. Key to the Vault

Break the chains that bind in your own mind. More success and prosperity will start materializing instantly.

This means that price is not tied to product. As soon as you disconnect those two things in your own mind about your own products and services, you’ll be liberated to make a great deal more money and to have much greater success appealing to affluent customers or clients. To be redundant for emphasis, most business owners are severely handicapped by keeping price and product linked in their own minds. What I call the Price-Product Link is as restrictive and antiquated as the Work-Money Link that I take apart in my book No B.S. Wealth Attraction in the New Economy. These links are imaginary. They exist only in your mind, not in the marketplace, yet they are ties that bind as if real, physical, 1,000-pound chains.

The Price-Product Link becomes ingrained religious belief in most business owners, beginning with textbook formulas for setting price. Retailers are taught the doctrine of keystone pricing, meaning double their own cost. If you buy it for $1.00, it should be priced at $2.00, then, at times, discounted from there. In my line of work, direct marketing—what was once called “mail order”—we’re also taught formulaic markup as doctrine, although ours is eight times rather than two times. In businesses where raw materials are converted to finished products, like printing, there is a plethora of price-calculating software to do the thinking for you, using standardized markup formulas. In every case, the price is chained to the product. There is the fundamental idea that a particular product is worth only a certain multiple of its cost and not a penny more, period, end of story. Unfortunately, this widely and deeply held belief is completely and utterly stupid.

The two biggest chain cutters that de-link price from product are who is buying the product and the context in which the product is presented, priced, and delivered.

The who is what this book is all about. The simple act of selling whatever you sell to more affluent consumers may allow its price to rise, with no other modifications.

Price for the same product also varies by context. This is easy to see with commodity items like food, even though many restaurant owners still never grasp it. When is a third pound of peanuts not a third pound of peanuts? In a jar, on the shelf, that’s all they are, unless dusted with Starbucks® mocha latte powder and packaged in a fancy tin. But when served hot, from a vendor’s cart in the park, scooped into the bag and sprinkled with cinnamon by a handlebar-mustached man in red-and-white striped jacket and straw hat, with calliope music playing from the CD player in the cart, they are not peanuts at all. They are an experience that evokes emotional feelings. Even as you read my words, your mind may have flashed to Mary Poppins in the park or a trip to the circus as a child.

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.