Make bolder offers to attract higher paying clients

Funny isn’t it, we spend all day writing to sell other people’s stuff, but  struggle to string a few lines together to sell our own.

You want to know what the BIG mental block is?

Not dialing in what your services are worth.

Case in point…

If you consider yourself a conversion copywriter, you should be charging $1,000 for a consultation service without flinching. 

Even better, you should offer it with a BOLD guarantee.

A guarantee like offering to refund every cent if your advice doesn’t boost their profits by $10,000 (hint – there’s lots of gold buried in email list).

You should also have a copywriting services package for $10,000.

And I don’t just mean offering to write two months of emails…

I’m talking about a package that offers a POWERFUL solution for a nagging problem – a compelling ultimate result they’d be eager to pay a premium for.

Todd Brown’s E5 strategy or Jeff Walker’s Launch formula are perfect examples.

And you want to also frame your package as the best in the industry in how it tackles a key marketing challenge in a unique way.

Give it a clever name.

Yet what matters more is that your package offers multiple returns on the fee. 

It’s got to be a revenue generator. Not a cost.

But if after dangling your offer to your market and nobody bites…

It’s because they can’t see the value in it. 

In which case, you’ve got to leave the bright lights of the city for the cabin in the woods. 

In other words, you’ve got to brush up your copy skills… get better results… and dial in your offers.

Then rinse and repeat until you’ve got an offer that generates more money than it costs. 

Word will spread…

And you’ll then get more leads from higher paying clients than you can handle.

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How Rolex Turned an Inferior Product into a Hot Seller

In the late 60s, Rolex was nothing special.

They were just another watchmaker.

But then something happened that flipped the watch market upside down.

Seiko unveiled the Astron – the world’s first “quartz clock” wristwatch.

All of a sudden Rolex’s watches looked dated. Basic. Even cheap.

Rolex knew they had to do something fast… something drastic.

Otherwise their goose was cooked.

But rather than follow the herd and pour resources into developing a quartz watch of their own, they went sideways.

They created a new niche of their own.

How’d they do it?

They promoted the fact that Rolex watches were ‘mechanical’ as an advantage. 

A mark of craftsmanship, complexity and expense. 

People wanting those identifiers flocked to the Rolex in droves, turning it into the iconic watch we know it today.

The marketing lesson from this?

Your product doesn’t have to be technically superior for it to be the premium choice.

Like Rolex demonstrated, complexity sells.

It’s one of the secrets to how Joe BluBlocker Sugarman shifted so many calculators, burger alarms and sunglasses back in the day.

In the watch world, a watch’s value can be calculated based on its ‘complications’ or functions.

It took Vacheron Constantin 12 years to develop a watch with 57 functions and over 2,800 moving parts.

Time well spent, as it then sold for millions.

Want another way to increase perceived value?

Limit the supply.

It’s how De Beres keeps the price of diamonds so high (a business model set for disruption now diamonds can be made by machines)…

And it’s how Rolex beefs up the price of its watches too.

With every launch of a new Rolex, you’ll find feverish trading among watch lovers.

In fact, a new Rolex model can fetch multiples of its retail value in these trades.

So why doesn’t Rolex just release more watches and cash in?

Because it knows its brand value shoots up when supply is scarce.

AND it knows scarcity signifies EXCLUSIVITY.

It’s why when you see a luxury brand in a department store you know it’s brand value is in freefall.

Don’t let that happen to your client’s products.

If they hand you a cookie cutter gizmo to promote…

Find a way of making it seem more complex, rather than drop the price.

Then tell them to turn off their machines and lockdown supply.

It’ll make them nervous… 

But they’ll thank you later when they see a juicy lift in response.

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