Too many of us tend to offer our mid-line or low-end products and services first with a hope of capturing our audiences’ attention with a deal. Consider the value of offering our best products and services up-front instead.
Doing this sets a benchmark that will cause many people to make purchases above the level they would have otherwise. At the same time, it makes less expensive products and service seem an even better bargain for those who are price conscious. We don’t lose those buyers. And they may upgrade with future purchases.
Am I saying discounting or leading with a killer deal has no value? Of course not. Clearly this approach has its place, just like leading with our finest offerings has its place. My point is simply that in testing our options, we often forget this alternative approach that has proven effective for many companies in a wide variety of industries.
Gather your team. Look at how leading with the best you have to offer may open doors that aren’t available when competing on price. You just may find you’ve been missing out on a world of opportunity.
Here’s to your marketing success!
Bryan Waldon Pope