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 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 22, 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.
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