Leequid Lightening

Dear Friend,

A couple of quick housekeeping issues and then we're off.

First, I'll leaving for Dallas in just a bit, and I'll be there the rest of the week, so unfortunately, there will be NO tips the rest of this week after today.

Second, here's a very important heads up for you:  My fees for consulting (http://www.kingofcopy.com/consulting) and for sales copy reviews (http://www.kingofocpy.com/salescopyreview) will be going up next year, by a hundred bucks a pop, each.

And although I am not doing any more of either one until next year, I will honor my current pricing structure for any orders placed before the end of this year, and I will schedule your time now, for after the first of the year -- on a first come, first served basis.

And now, lastly, let me tell you a quick little story about selling, and about how MOST of your prospects are thinking.

Last week I had an embarrassing situation -- at least, it was embarrassing to my wife anyway.  (I'm pretty much beyond embarrassment.)

We had some friends from the east coast of Florida coming over to stay with us for a few days, because Hurricane Wilma had wiped out their power, and left South Florida a virtual war zone -- with 7p.m. evening curfews and everything.

Since our guest was pregnant and since her daughter and ours are good friends, it made a lot of sense for her to spend some time with us over here.

The thing was, even though we didn't get hit with the Hurricane, we did get quite a lot of rain.  And if you've been a subscriber of mine for a while, then you already know, when it rains around here, my drain fields (where the water from my house goes out onto my property and evaporates) get pretty soaked.

And with 5 of us in the house -- all of us very active -- all showering at least twice a day and with enough loads of laundry being done around here to fill up Shamu's tank daily, well... let's just say that when we get loads of rain, we get some serious plumbing problems and things start "backing up"... quickly.

What backs up?

Well... first the shower gets backed up... and then the toilets get backed up... and unfortunately, when things get clogged up around here, they don't clog up with anything that smells "good".

Basically, what goes down the toilet bowl starts coming back up the toilet bowl and the shower, so as you can imagine, things aren't smelling "sweet" around here at all.

In fact, they smell wretched.

And so that's where this embarassing situation arose, what with Anne's friends staying over.

So on my way back from the gym the next morning, I stopped into Publix (our supermarket) to get something that would fix this problem.  I needed some kind of drain de-clogger that would free up the shower in our bathroom so Anne could use it again, since our guests would be using the guest shower.

I walked down aisle 10, past all the soaps and other scrubbing and cleaing products, and lo and behold, right there on the left-hand side on the bottom shelf, there was an entire section devoted to "de-clogging" products.

There were cans... bowls... bottles... pastes, powders and liquids.

But you know what I did?

I looked for one thing, and one thing only: 

I looked for the most expensive product and grabbed two of them off the shelf!

It was called "Liquid Lightening" and it was almost twice as much, within a few pennies, of all the other products around.

See, I always subscribe to the "you get what you pay for" theory, so I just figured, this stuff HAD to work.  After all, how the hell was I supposed to know the difference between all these other products?  And who has time for that anyway?

That's like asking me to understand what someone's saying when they're speaking Chinese -- it's all Greek to me!

So sure enough, I went home, dumped the Liquid Lightening down my shower and voila, in 10 minutes or so, the drain was as clear as the Lincoln Tunnel on New Year's Day, when there's nobody else driving through it but you.

The thing is, MOST of your prospetcs and customers think like this, and those are the customers you want to start catering to.  Yeah, in most situations you're going to need to build some kind of a platform for you to justify your price, but at least by pricing yourself high, you're going to get yourself noticed in the first place.

Those people selling to your marketplace who are all identical -- sheesh, who's got the time, effort and desire nowadays, to try and figure out the difference between 'em all?

Lord knows I don't, and I submit to you that most of your prospects don't either.

Aim high -- at least if you miss you'll feel good about it.  And here's the real kicker:

If you're missing "high", chances are you're going
to be missing "low" as well, for the same reasons.

So what does it matter?

If what you're offering, or how you're offering it sucks, it's going to suck at every price point, true?

Am I making sense here or what?  Let me know.

Oh by-the-way, tomorrow's my birthday, so if you want to send me things like money, wishful thoughts, or just any kind of flattering and ego-stroking comments in general, I'm totally open.

Now go sell something,

Craig Garber

P.S. What does "Liquid Lightening" have in common with "Liquid Marketing"?  Both of them deliver -- big time!  Want to know more, go here right now: http://www.KingOfCopy.com/salescopyreview

Any comments?

Send them to me by scooting over to the contact form on my "Here's How To Contact Craig" page, and maybe I'll publish them -- I appreciate your feedback!

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