Ben Settle

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One of the most valuable marketing lessons I ever done learn-ed was from the great Gary Bencivenga who talked about a low price being almost a reverse form of credibility in a lot of cases.

(There are exceptions, obviously, like low cost lead gen, etc)

Not only is that useful information for marketers.

But, also, for consumers.

Take the Grinch’s case, for example:

……then the Grinch thought of something he hadn’t before.

What if the best business training, he thought, doesn’t come from a low-priced goo-roo’s shopify store?

Maybe legitimately high quality business training, perhaps, would cost a little bit more?

And then the true meaning of success came through, and the Grinch made more sales than ten wannabe goo-roos, plus two!

The Grinch knows.

Anyway, I will never understand why people look for cheap.

Cheap is the new expensive.

Someone who claims to be great at what they do (whatever it is) but has nothing but cheap prices should be immediately suspect, regardless of how they spin it (and a good copywriter can spin it).

My opinion.

Anyway, the needy marketers pounding their chests about how great they are, are ratcheting things up this Christmas, I’ve noticed. (You can pick them out easily enough — they have shoulder pain from constantly patting themselves on the back.)

So before buying, do your homework.

Assume everyone is full of shyt until proven otherwise.

(Yes, especially me.)

All right, that’s enough.

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Ben Settle

  • Novelist
  • Anti-professional
  • Author
  • Email Specialist

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