Get one tip, question, or belief-challenge that just might change the way you market, to help your customers buy. A *daily* email for b2b founders on improving your business —without the bullshit.
Simplicity
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It's not about what YOU think/see/feel is simple. It's about what your customers think/see/feel is simple for them (or not). They don't know the ins and outs. They don't know better. They do know better, though, their day-to-day. They're experts at that. A "simple" system for them might not be something that's simple for you. Take "my old tax booking system is simple"... until they know how simple other things can be. Because simplicity —or complexity— has not everything to do with the use, but with their transaction and emotional costs. With how much effort they might need to put on, instead of going with the flow of the known. Next time you hear "I want something simple", ask what they mean by simple. You'll be surprised. And they'll make the sale for you. |
Rod Aparicio
Get one tip, question, or belief-challenge that just might change the way you market, to help your customers buy. A *daily* email for b2b founders on improving your business —without the bullshit.
Look, to someone who you seem to be expensive, you'll still be expensive. No matter what you say or how you try to justify your prices. No matter what you do to try to convince them, you will NOT. And that's ok. Because convincing is the act of changing their minds on what they belief. To convince.- v. to cause someone to believe something or to do something. That is taking the agency away from them. It's a zero-sum game. A battle. It's you proving them wrong. That you are at a higher level,...
Hamsters hoard. They need it for survival. That's because they're so fragile and defenseless to predators. But that's nature. Now, you can't have hoarders in your business. That is, unless you're fragile and defenseless to your competitors and the market. And if you are, are you really able to charge a premium or stand out in your market? If you have information, share it. If you have something that none of your competitors would dare to share, do it. All framed from your perspective. To...
Price is the representation of your promise. If you have a high price, the implied promise is that it's of high value. It's the right message. If you have a low price, you're also sending the right message: of low value. The understanding of it is like a force of nature: it just happens. And fast. The question is: do you intend to send the message of low value or of high value? Either is ok. There's a market for everyone. Are you making the right message?