Sell the very same information for $7,000 rather than $7?

Hi Scott,

I totally agree...essentially, framing (or better known as product positioning from my neck of the woods) is the core essence behind marketing and sales.

Otherwise, we'd all have one pair of socks, one type of car, one type of oven...etc

I think you're refering a lot to repackaging, which is really powerful but I have not yet done this with my own products. However, I work hard on product positioning BEFORE I create the product, so that it appeals to the right demographic when I go off and sell it...

...there's a lot to be said for the smallest changes you make to a product in terms of positioning, which can literally make or break sales. I've found that out with my own digital products over the last couple of years without doubt. I've had the exact same product totally bomb, and then repositioned it and the sales flooded in. Same product, two totally different outcomes. Crazy!

That's why it's important to know your market well enough to be able to see different levels and demographics...so you can take a cross section and see all the layers.

Being able to see those layers allows you to break away from the herd, and take free reign.

So yeah, framing is crucial...you can even use it to repurpose, repackage and re-release one product to an entirely different market (think - time management for..."x")

Marketing is about TARGETING. This is a good example of why just throwing up a site and pasting ads will not make money whereas TARGETED MARKETING will.

Video 1 analogy: Throwing up Ads on a General Site
Video 2 analogy: Placing Targeted Ads in front of an Audience who wants what you offer

I might ad that you should also position / frame yourself in your own mind. If you think you are a slouch not worthy of much then that's what you will be. If however you start to think of yourself as valuable you'll go a long way to improving everything in your life.

Side track on positioning - he'd have made a lot more in the subway had he positioned himself in front of the column between the two doors rather than way off to one side of the traffic flow...

Looking forward to seeing this thread develop.

John, this is off the subject of the thread (forgive me all) but I just noticed your "Happy Hooker" tagline...lol. I used to belong to a crocheting forum with that as my username.

Tina

<Now back to your regularly scheduled program....>

Hey,

I agree with much of the above. Product positioning, placement, marekting, pricing, perceived value...etc, is all VERY important.

But lets remember one thing that is even more important. If the violinist sucked, if people saw little value in the way he played the music. Nobody would listen. The people who paid 100 dollars per ticket would demand a refund, no matter how many tuxedos and concert halls there were.

In the end you MUST package correctly, but you also MUST produce something of outstanding value to go with it. Otherwise, you are only alienating your audience/customers in the long run. Everybody thinks their product is the best, or at least providing strong value, but the truth is, most are wrong. The ability to honestly assess the value your product is providing in the marketplace is key. You may fool them once or twice, but the word always gets out.

Best,
Griff

@avenuegirl, I'm putting my money on the shiny wrapping without knowledge of the viewer.

@JohnMcCabe, also agreed, depends on what you know about the recipient of the dog cra*, er, package.

Hopefully, if we're marketing, we are targeting that marketing and getting the right eyeballs in front of our shiny or dull wrapping as preferred by the audience.

e.g., if someone's religious background and lifestyle encourages them to have orange hair, showing bald people may not be the best model head-shots for your site's graphics (no offense to orange-haired or sans-haired individuals)

All success,

Gary

that's a really good point... Sometimes it's all about the price. People have their own ideas of what certain things should cost in in a lot of cases when it comes in at a lot less than they expect often times people think there is something wrong with it.

As well, when it comes to perceived value a lot of times it's a direct result of what you tell people your stuff is worth.

Is the $2,000 marketing course really any better than just buying a couple books on marketing for $50 each? Who's to say? You may learn extremely valuable information from both. And in some cases there are people that can read a $50 book and go make millions, and to the same token there are people that fork over $2,000 for a training course and end up doing nothing with it. It's all about appearances...

One of the best split tests you can do other than with your headline is your price point. I've seen first hand how changing a products price can impact the conversion. I've seen a product that was listed at $20 not sell a single copy and I've seen that same product, with only the price change to $497 sell like crazy.

So the less here... if you're products not selling even when you reduced the price... try increasing it as you might be surprised.