Price Won’t Matter If You’re Selling Value

Value Price Scale Concept

“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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John Torre

I reside in North Brunswick, NJ, with my wife, Lynn, and daughters Kasey, Jaclyn, and Shelly. We also have a 110 pound, lovable Rottie named Leo that keeps us on our toes! When we're not hard at work we enjoy spending weekends at our bungalow down the Jersey shore, or take extended trips to Walt Disney World as members of the Disney Vacation Club. For kicks, I draw on my dominant "right-brain" and play guitar in classic rock and blues bands, act for local plays and independent productions, and enjoy writing creative fiction. I'm a published author in short fiction and stage plays and a graduate of a local community college's Commercial Writer's Certificate Program. After graduating from the program I was selected as an instructor and taught "Science Fiction, Fantasy & Horror" writing for 8 years. I enjoy many fine relationships I made with my students to this day.

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