029 The Invisible Touch – The Five-Dollar Shake

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The First Key: Price

Harry Beckwith in this section of his book, The Invisible Touch, used a great little, simple example of how often PRICE temps people.

It's John Travolta being surprised when Uma Thurman orders a $5 milkshake in "Pulp Fiction." Right, just a milk shake: no alcohol, no gold pieces, just a milk shake. (THESE days, that price is not so outlandish, so you might have to play along as if I had just said the "$100 hamburger" that was in all the news a few years ago. Just imagine a really high price.)

For though my economic classes said that high prices limit those who can purchase, none of the emotional impact was discussed.

People want to try things that are expensive. (Travolta never would have asked for a sip of a $2 shake.)

Drive Them Crazy With High Priced Vehicles (Pun Intended!)

I just received an invitation on Facebook from the owner of our local Ford Dealership which is now a Ford-Lincoln-Mercury dealership. He will unveil his new line of Lincolns within a few days.

He will have his most expensive, flashiest, glamorous cars on display. This will NOT be the time for the economy models – this is the time to bring out people's envy, lust, desire.

So whether it was Uma's $5 shake or Lincoln's $100,000 car, people are tempted by high prices.

So raise yours… or at least have ONE version of whatever you sell at that high price. Drive them all wild with envy, for who knows: the temptation just might get to them!

Best,

Charlie Seymour Jr
Blogging, Podcasting, Consulting

The Invisible Touch – A Marketing Blog Series By Charles Seymour Jr
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Charlie Seymour Jr is an entrepreneurial evangelist and marketing-success coach helping individuals and companies (up to $100MM) explode their success through online and direct-response marketing. He specializes in blogging, podcasting, photography, video, and Facebook applications. Visit his blog at http://bit.ly/24eYTO to learn more about his successes.

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029 The Invisible Touch – The Five-Dollar Shake

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