So, how can you apply that to your products and services? How can you stop being generic and think about a very specific issue or problem one of your Super Customers has, that you can solve? Something you can charge much more for and which they will happily pay because it’s worth it to them?
People pay more for solutions to their very specific needs or problems. Think about other times when people willingly pay more. Thinking about my own life…
I am a curvy 32HH and can’t buy ‘normal’ bras, bikinis or swimming cozzies but I still need them so I will pay more (slightly begrudgingly I must admit) to places like Bravissimo for products that meet my needs. For context I had to pay around £70 for a nice, but not THAT nice swimming cozzie in my size a couple of weeks ago. Ouch. But I paid it because I needed it.
I have a friend who is vegan who regularly happily pays more for vegan food because it meets a need and lets them eat things they wouldn’t have the skill or patience to make at home (according to them).
We pay more for organic milk in bottles because I’m trying to ditch plastic, I love local organic milk and I think it tastes better out of glass bottles. It’s a no brainer for me and I LOVE going out onto my doorstep and seeing the glass bottles lined up like soldiers on a morning.
How can you add a bit of marketing genius to your business by solving a very specific need and charging more for it, knowing your customers will happily pay because you made their life easier?
I’ll leave that one there.