I just recorded a short 5-minute rant about discounts and why it’s a bad idea to offer discounts on premium products.
Discounting is not for the Anti-Marketer! Here’s why:
Discounting comes from a general sense of low self-worth.
The person who does not value himself highly is the one who is constantly offering “discounts” on his products.
When you sit down to create marketing content, is your first inclination to offer some percentage off your product or service (e.g., “20% off”)?
If so, then you might not be valuing yourself highly enough.
I’m not a fan of that kind of marketing content. It’s crap, to be honest.
It’s not very creative. Plus, it’s based on a bunch of lies.
Most people were taught from a young age that they’re not worth very much. That’s harsh…but unfortunately it’s the reality of many. It’s also total B.S.
That one false idea (“I’m not worth that much”) dictates how business owners price their products. Most are under-charging.
Here’s the truth: If you’re a PREMIUM product/service provider — meaning that what you offer is BETTER than average — then you need to be charging high prices for your products.
Otherwise you’ll be training people right from the get-go not to value what you offer.
You’ll be training them to treat your amazing goods like “typical commodities.”
Is that really what you want your business to be known as?…a commodity provider?
I didn’t think so.
Anti-Marketers refuse to play the commodity game (a game that’s for MARKETERS). What you have to offer is rare, better than average, and YES, highly valuable.
Know what you’re worth. Own it. Charge well for it.
Get rid of any notions of “Who would pay that much for my product?”
If you want to hear more on this, listen to full 5-minute audio here. (Sorry if I sound pissed!…I am! Tired of seeing people with great products who don’t value themselves highly enough.)
Michelle
www.AntiMarketingManifesto.com
P.S. By discounting your products — i.e., not charging what they (and you) are worth — you’re also setting yourself up for stressful living. If you sell your products for cheap, that’s basically slave labor and you won’t be making nearly enough money to fund the lifestyle you really want. Stop discounting your products! There’s a better way to communicate the value of your products, and it’s called Anti-Marketing.
Michelle Lopez Boggs is a copywriter, copywriting mentor, and author of "The Anti-Marketing Manifesto: How to Sell Without Being a Sellout." She's helped her clients sell millions of dollars' worth of products and services online by using the MEI(S) principle — motivate, educate, and inspire, and sell. 