Episode #67

Looking For Value in All The Wrong Places

How do you decide if something is worth the price being asked? By assessing it's VALUE. The assessment of value is entirely subjective - that new Golf Driver you bought for $4500 isn't worth $35 to me because ... I don't play golf. BUT if I did want to learn to play golf, and you invested some time teaching me about the differences between each of the different clubs, the materials they're made with, the grips, the length and size of each shaft and so on - and how each of these factors dramatically affects performance ... well now you've definitely got my attention, and it's very possible that I would now start to recognize that your new driver is worth every penny.

That's what great marketing has to do. It has to take your prospective buyer by the hand and teach them things that you already know and take for granted - namely why your company is so awesome to do business with.

This episode mentions nothing more about golf, but is another lesson in how to establish VALUE - a key goal of your marketing.

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