How To Make Price Irrelevant

oilers teddy bear

How do you make price irrelevant to your customer?

You sell something to their heart.

The heart doesn’t think in numbers.

If you create an amazing product that I love and your marketing repeatedly shows my heart why I love it, my heart will decide to buy it.

If my heart decides to buy it (and not my head), the price will be secondary. It might not even matter at all.

When my oldest son Isaac was just three years old, I took him to his first NHL hockey game. We went to see the hometown Edmonton Oilers play the New Jersey Devils. After the game he gripped my hand as we walked through the crowds to the exit, and out of the corner of his eye he spotted a souvenir stand and pulled me towards it.

“That bear must be lonely,” he said, pointing at a glass case with a stuffed teddy bear wearing an Oilers jersey. “He’s all alone.”

The kid was right. There was only one Oilers bear left. And after those words melted my heart, the bear was coming home with us. He was lonely no more.

And the price didn’t matter.

My heart was going to have that bear no matter how much it cost.

Isaac is now 19, and he still has “Oily” the bear.

If you speak to your customer’s heart, everything else falls into place., and very quickly the heart convinces the head that the price is worth it.

Instantly download or order your copy of Brand Like a Rock Star and Start You Up with one click right here! You’ll learn the marketing secrets of rock music icons, and how to put those secrets into play to build a stronger business and personal brand.


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The Challenge of Change

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We don’t like change.

Bob Dylan plugged in and went electric in 1965, and many hard core fans were furious. Some never forgave him.

Kelly Clarkson wanted to rock harder and darker in 2007, and her album My December flopped. The following year, she returned with a lighter pop-rock album that became a massive success.

Garth Brooks decided to change from country to pop in 1999, and left fans confused and uninterested. The result was a decade-long retirement from recording and touring.

Evolving is one of the most challenging tasks for a rock band – and for a rock star brand.

Minds are nearly impossible to change.

Once we’ve decided what we think about you and your brand, you’ll have a tough time convincing us of anything else.

I was recently asked to consult a brand that was “evolving” from one product into another somewhat similar product. The logic was sound: fans of the current brand would like the new offering because it was similar enough to the original brand. In all likelihood, research showed, current fans of the brand would embrace the new incarnation.

But there is something vital missing.

What do people who aren’t fans of the current brand think?

If they have an opinion of the current brand, and the brand changes, their opinions seldom follow.

So even though current fans of the brand might have embraced the new plan, it is unlikely that non-fans would. They already have an opinion of the existing brand.

That opinion is precisely why they wouldn’t give the new incarnation a chance. 

In other words, when Garth Brooks decided he was going to be a pop star, he didn’t attract legions of new fans. That’s because those pop music fans already had an opinion of Garth Brooks that wasn’t favourable. No matter what Garth was going to do, he was not going to change those minds.

Let’s throw out a business example from the real world.

In 1996 a new luxury car manufacturer debuted in North America. Acura opened 60 dealerships that year featuring their “precision crafted performance” cars. Acura became a tremendous success.

Yet Acura is basically a luxury Honda.

Honda stands for things like “quality” and “affordable” and “reasonable” and “solid”.

Honda was wise enough to know that no matter how hard they tried, they would never convince the world that “Honda” stood for “luxury” and “performance” and “precision crafted”.

In order to change minds, they had to change brands.

If your branding plan involves changing minds – changing existing opinions – good luck. Prepare yourself for a task that will take plenty of time and loads of money.

Instead of trying to change minds to suit your brand, you are better off to try change brands to suit their minds.

Click here to order your copy of Brand Like a Rock Star and Start You Up with one click and start turning your business and your own persona into a rock star brand!

Bob Dylan, Garth Brooks, Kelly Clarkson 419 Comments