I know exactly how much this cost because I found it on the internet and put it on my Christmas list last year.
As soon as I saw it, I knew I had to have it and Helen, my little sister said she would happily buy it as her gift to me.
It was my FAVOURITE Christmas present!
It all began when I decided I would treat myself to getting my hair blow-dried every week. My hair is a mass of curls and although I love it and even embrace it in the summer, at this time of year it’s just wild. And not in a good way. More like the image below, the resemblance is uncanny, really
Me, without getting my hair blow-dried
So, I was spending money on getting my hair done and having a lovely break for an hour at the same time and then I’d go in the shower and my old shower cap would fail miserably. Hair would escape, blow dry was ruined.
I was not a happy bunny.
I figured there MUST be a better way so I Googled ‘shower caps for blow-dried hair’ or something like that and THIS came up and I knew my problem was solved. It’s marketing genius!
So, naturally it made me think of you.
‘Normal’, bog-standard shower caps are a £2-3 . This one was over £14 when we bought it. We, or rather Helen on my behalf, paid 5 times the going rate for the same thing and to me it’s still a total bargain because it makes my hairdo (that costs me around £20 per week) last MUCH longer. It solves my very specific problem and makes me happy.
WE HAPPILY PAID MORE AND WOULD HAPPILY DO IT AGAIN. I even made you a video, modelling said shower cap – the things I do in the name of teaching you marketing!

 

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.
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