Let me tell you a true story.<\/p>\n
Way back in 2002, a month before I finally hung out my shingle as a freelance copywriter, I was still shilling<\/s> slinging MLM. And I was renting mailing lists and using direct mail to send leads to a video that\u2019d sell them on the deal I was in. And to get better at it, I had just started listening to some free weekly teleseminars put on by a brilliant marketer named Art Jonak.<\/p>\n
One of the teleseminars was about pricing.<\/p>\n
And, specifically, why nobody really buys on price.<\/p>\n
Instead, they buy on:<\/p>\n
1. Comfort<\/p>\n
2. Quality<\/p>\n
3. Convenience<\/p>\n
To prove this, he asked the listeners to go to the poorest part of town on a Sunday morning and look at peoples\u2019 garbage cans and dumpsters and notice what they see. Chances are, you\u2019d see a lot of pizza boxes, from the lowest income people in town.<\/p>\n
Well guess what?<\/p>\n
Ordering a pizza is the MOST expensive way to buy it.<\/p>\n
The least expensive way would be to spend a few dollars, but invest lots of time to grow your own ingredients and make the pizzas yourself. It\u2019d probably cost 1\/10th or less of the price as one pays by ordering a pizza – especially if delivered, adding a tip, etc.<\/p>\n
Another example Art gave:<\/p>\n
Look at the cars driving up and down the street.<\/p>\n
All the cars are different.<\/p>\n
Some are expensive, some are cheap.<\/p>\n
But if everyone bought on price, they\u2019d all be the same cars – and likely beaters that cost $100, that barely run, but still get them from point A to point B, with any repairs costing way less than getting a car note, paying interest, or getting something of quality that won\u2019t need repairs or break down for years.<\/p>\n
He also said to look in the apartments and houses.<\/p>\n
Do they sit on lawn chairs or the floor (cheap, or free)?<\/p>\n
Or did they buy couches, chairs, etc?<\/p>\n
Anyway, you get the picture.<\/p>\n
There will always be some people who have to buy 100% based on price.<\/p>\n
Can\u2019t help that – most everyone experiences being legitimately broke at some point. But for the most part, nobody really buys on price and price alone. And that was Art\u2019s point: They first and foremost buy on\u00a0 (1) comfort, (2) quality, and (3) convenience.<\/p>\n
But I would also add a 4th reason:<\/p>\n
STATUS.<\/p>\n
People will spend money they don\u2019t have, go into lots of debt, and even resort to risking their very freedom and dignity to get something that his high Status.<\/p>\n
So this is why I don\u2019t listen to liars who tell you the only buy on price.<\/p>\n
They can take that shyt to Reddit or wherever they hang out.<\/p>\n
That said, not all price shoppers are liars. There are a ‘good’ kind. And they are the ones who buy something BECAUSE a price is high. These boys & ghouls are great. Not only are they easier to deal with, but they are far more likely to consume, apply, and benefit from what they bought.<\/p>\n
They also value time over money.<\/p>\n
In many cases, they use price as a curation tool to save time, if nothing else.<\/p>\n
They also are the kind of customers I target for my own offers, including the paid Email Players newsletter, which simply is not intended for, nor does it appeal to, cheapskates.<\/p>\n
You can learn more about the paid Email Players newsletter here:<\/p>\n