You get what you pay for

11 replies
"You get what you pay for"

Most people believe this statement, but the truth is, it's a myth.

People pay based on perceived value, and those perceptions can be based on any number of factors.

The fact that positioning strategies work so well proves the point.

VL
#pay
  • Profile picture of the author Joseph Robinson
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    How does perceived value make the statement a myth? If anything it makes people feel more like they got what they paid for because they already assigned a value to the product/service in their head to compare against, and that is often pretty close to being correct (assuming they did not blindly purchase of course).
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    • Profile picture of the author videolover7
      Originally Posted by Joe Robinson View Post

      How does perceived value make the statement a myth?
      Because perceived value is not necessarily the actual value.

      Do you understand how a copywriter establishes value in sales copy?

      VL
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      • Profile picture of the author Pusateri
        In a world where there is always someone who can make a product that's a little bit lower in quality and sell it for a little less money, "You get what you pay for," is good advice.

        But evolutionary adaptation has produced Homo Copywritus with his ability to manipulate the perception of value.

        So now we should say, "You get what you pay for, except when some clever baboon plays with your mind."
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        • Profile picture of the author videolover7
          Originally Posted by Pusateri View Post

          In a world where there is always someone who can make a product that's a little bit lower in quality and sell it for a little less money, "You get what you pay for," is good advice.

          But evolutionary adaptation has produced Homo Copywritus with his ability to manipulate the perception of value.

          So now we should say, "You get what you pay for, except when some clever baboon plays with your mind."
          LOL... nice one.

          VL
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      • Profile picture of the author Joseph Robinson
        Banned
        Originally Posted by videolover7 View Post

        Because perceived value is not necessarily the actual value.

        Do you understand how a copywriter establishes value in sales copy?

        VL
        Perhaps from an objective view; but to the person who bought it the perceived value tends to be all that matters to them. You can't count on a species that is subjective by nature to suddenly look at things from an objective point of view.
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  • Profile picture of the author Steve Hill
    Originally Posted by videolover7 View Post

    "You get what you pay for"

    Most people believe this statement, but the truth is, it's a myth.

    People pay based on perceived value, and those perceptions can be based on any number of factors.

    The fact that positioning strategies work so well proves the point.

    VL
    It's not a myth. What is paid for something may or may not have any relation to the true value of the product.

    In the case of subjective evaluations like a glass of wine, the person may very well believe that the glass that costs $10 "tastes better" than the glass that costs $3, even though they may be the same. That's where positioning really comes into play, and in that case, perception creates the value.

    But the statement that "you get what you pay for" is true for items where quality is apparent and not subjective.

    For example, I have bought cheap fishing reels to fish with, and I have bought quality fishing reels. The cheap ones freeze up, lock up, have crappy drags, twist the line, break down quickly, and lose fish. The quality reels are smooth, reliable, have effortless drags, don't twist the line, last a long time, and don't make me lose fish due to malfunctions.

    Someone could pay more for a well-positioned cheap reel, but that's just being ripped off. As soon as it is used, it is apparent that the quality is not there.

    All things being equal, people really do get what they pay for, or conversely, true quality generally costs more. Regardless of positioning, when an inferior product is purchased compared to a quality product (usually at at a higher price), you really do get what you pay for.
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    • Profile picture of the author videolover7
      All products and services are subjective to some degree.

      VL
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  • Profile picture of the author The Copy Warriors
    Okay, so it's more like, "you TEND to get what you pay for," though bargains and ripoffs do occur as outliers.
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  • Profile picture of the author ResearchQueen
    I think if the purchaser considers the service or product a value to them. Regardless of what anyone else thinks. Then they've got what they paid for!
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    • Profile picture of the author videolover7
      Note to new copywriters:

      Read over this thread, and you'll see how people are emotionally invested in their beliefs. Then use that knowledge when you write your copy.

      For example, if you are selling a product that relies on people believing they get what they pay for, use that exact phrase.

      VL
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