“Nothing will teach you more about perceived value than taking something with literally no value and selling it in the auction format. It teaches you the beauty and power of presentation, and how you can make magic out of nothing.” — Sophia Amoruso
Part of our job as copywriters and marketing experts is to educate our clients on the power of selling value over price. Perceived value — in the eyes of the customer — will always bring your client more of the results he is looking for, including more sales… greater productivity… higher profits… better image… more customers… loyal employees… better morale… no hassles… notoriety… more free time.
If you are able to deliver on even one of those items, how significant is price? The bottom line is — the more value you provide, the less price matters.
A classic example of price vs. perceived value is found in the automobile business. We’ve all seen ads from car dealers that claim sales at “a dollar over dealer’s invoice,” “at dealer’s invoice,” or “below invoice.” If you believe a car dealership is selling you a car for less than they paid for it — or even a dollar more than they paid for it — I have a bridge in Brooklyn I’d like you to take a look at.
Offers such as these have no perceived value. What happens after you take ownership of the car? What kind of service can you expect?
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