Yesterday’s conversation continues…
Does price affect your ability to convert 30% of your mailing list into buyers?
Yes and No.
Some people, no matter how desperately they need your solution, no matter how badly they want it, they cannot physically afford to buy it.
Should we care?
Your products have costs which MUST be recovered regardless of what some can or cannot afford. Damned be those who can’t afford–you’re running a business not a charity.
Besides, if your brand stands by the quality of its products, then its price should reflect that value.
Me? I want to sell to people who both need our services and have — or can get access to — funds to pay for our high standards of perfection.
Lowering your price for the sake of conversion metrics cheats your REAL target customer of their exclusivity and destroys the good name of your brand.
Think about this…
Would you have any respect for Versace’s brand if BOTH you and a poor man could just as easily wear the brand?
A piece of sh&t dressed in Versace is still a piece of sh&t.
Would you have any respect for Porsche’s brand if they had a low-end model that you and a poor man could BOTH drive?
A piece of sh&t in a Porsche is still a piece of sh&t.
Similarly, would you have any respect for YaghiLabs if BOTH you and a fake entrepreneur could afford the service?
A piece of sh&t using a DFYT funnel is still a piece of sh&t.
A real entrepreneur sees DFYT as a PROFITABLE business INVESTMENT, not as a cost.
So, yeah, we could lower our prices and increase our conversion beyond 45%.
But to be profitable, a fictional LOW-END Done-For-You Traffic service will be poor in quality. That spoils our brand’s good name.
Making your products easier to buy would only allow people not in your target audience to ‘represent’ your brand.
Your brand is a promise. And if QUALITY is an integral part of your promise, then it should be put ahead of EVERYTHING else.
It’s your DUTY to maintain the exclusivity your price gives existing customers.
Let the “pieces of sh&t” opt-out. They can’t pay for quality, so they’re not your brand’s target. The next thing you sell will convert higher.
We can help you do this, but only if you think like a real entrepreneur: Our service is an INVESTMENT, not a cost.
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