Willie Crawford says "you can charge thousands for things that others are charging hundreds for". His comment is based on 35 years experience in direct marketing and 12 years in marketing information products online.
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".
Willie says 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", says Willie. A lot of people in information marketing start selling things that the market really doesn't want. Willie says that "people know what they want". If you try to sell them something that they don't want or they don't understand that they want or need it, you are facing an uphill battle. You are not likely to 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.
The product or service you offer doesn't have to be perfect. It just has to be noticeably better than what others are offering.
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.
Many of these people are going to face financial difficulties in their old age if they don't have the right financial package. You can offer that package.
Many baby boomers have money and the time to do some travelling. If you offer them a great travel package you'll have a winner.
The biggest problem people have is "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. - 15431
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".
Willie says 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", says Willie. A lot of people in information marketing start selling things that the market really doesn't want. Willie says that "people know what they want". If you try to sell them something that they don't want or they don't understand that they want or need it, you are facing an uphill battle. You are not likely to 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.
The product or service you offer doesn't have to be perfect. It just has to be noticeably better than what others are offering.
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.
Many of these people are going to face financial difficulties in their old age if they don't have the right financial package. You can offer that package.
Many baby boomers have money and the time to do some travelling. If you offer them a great travel package you'll have a winner.
The biggest problem people have is "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. - 15431
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