"Ten Tall Tales of Traditional Marketing That Cost You Tons"
Tall Tale #4 You need to be cheaper than your competition

Hooey! Horse Pucky! This has to be the most asinine
statement to ever come out of anyones mouth. If you
believe this nonsense then please just start writing us
checks for a hefty part of your profits, because thats
what you are essentially doing. Do you have a George
Costanza wallet thats obscenely thick because its
stuffed with fifties? Do you use hundred dollar bills
as fire fodder! Are you in the business of giving
people ridiculous deals because you have more money
than you know what to do with? If the answer to these
questions is yes then stop reading. This doesnt apply
to you. Ahhh&still here? Figured that much - keep
reading!

Lets debunk this Tall Tale in stages. Why cant this
be true? If this were a true statement it would mean
that people make buying decisions based on price.
BUZZZZ, wrong answer. Never has any living human being
ever made a buying decision based on price alone. So,
its a combination of things right? Like price and
advertising? You have the lowest price and youve
gotten it out in front on as many people as possible,
right? I think you can guess where this is going?
BUZZZZZZ, wrong again!

People dont buy because of price and they dont buy
because of advertising. They buy because they are
emotionally attached to the product. This statement is
so significant that it bears repeating. People make
buying decision solely based on EMOTION! Yell that from
the highest mountain top. Emotion in the sales process
comes in many forms: emotionally committed to the
product, emotionally committed to the benefits the
product will deliver, emotionally committed to the
sales person, the brand, the store. There are lots of
different avenues, but they all are emotionally driven.
Not reason, not logic, not price, not advertising, not
size, shape, color or smell. All of these things can
contribute to the sales process, but they do not end
with a buying decision. There is an easier way to
elicit an emotional attachment.

Finding a strong enough emotionally attachment to your
product will make customers buy at any price,
regardless of the competition. You also can make them
emotionally committed to you. Impossible, you say? No
not really. You know the old saying The right tool for
the job or Hes the best person for the job? These
are clichés for a reason. They are rooted in truth. If
someone feels without a shadow of a doubt that you have
the right tool or that you are the right man for the
job they will become emotionally committed to you and
they will pay your price. Everyone will pay a little
more for the resident expert. Did you hear that? I
said, pay a little more. Not  pay a little less than
your competitor charges. I said pay more than your
competitor. You need to be the expert. You need to
establish yourself as an expert in your field&the end
all, be all, of your market segment&The Go To Guy.
Then they will pay a premium just to have YOU!

The Gravitational Marketing System utilizes expert
positioning as a tool to increase awareness, emotional
involvement and profits. You can learn more about
establishing yourself as an expert and creating an
expert perception in your market place in our
Gravitational Marketing Road Map. Niffty, aint it?

Its plagued you for years. The age old tale is finally
set straight. Size matters - Bigger is better. You
dont want to miss this one! It all happens in
tomorrows installment.

Get the full ebook "Ten Tall Tales Of Traditional Marketing That Cost You Tons" and others at our website: http://www.scend.net/small_resources.htm

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