Bathing in the lap of luxury and why we love it.

While positioning yourself as the ‘cheapest’ guy in town isn’t ever a good idea — either as a USP or in practice — positioning yourself as the most expensive one, often makes a ton of sense.

And here’s why: the old adage of “you get what you pay for,” really is true. Not just in theory, but in practice and in your customer’s perceptions, as well.

In fact, scientific testing has proven this.

Dr. Antonio Rangel from the California Institute of Technology conducted a study and found that if people are told a wine is expensive while they are drinking it, they believe it tastes better than a nice cheap wine.

Rangel gave study participants sips of what he said were 5 different wines priced between $5 and $90 a bottle. He told each one the price of the wine as they were sipping.

In reality, however, he was only using three different wines. And a brain scanner monitoring the tasters registered much greater mental activity when people were told they were drinking $90 dollar a bottle wine, than when they were told they were drinking $10 dollar a bottle wine.

In other words, more expensive wine led to a more stimulating experience.

In real-life, this works two ways. People will be attracted to more expensive goods and services, because they believe it will offer them a more rewarding and more thorough experience. And… they will also validate more expensive purchases by focusing on the intensity of the experience they’ve had.

And if you’re actually delivering more value, then you’ve cracked the key to success.

Either way, it beats being a cheapskate.

Now go sell something, Craig Garber

P.S. I guarantee (with my own money), you are not making as much money as you can in your real estate investment business, for a reason:


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About the Author

Craig GarberAuthor of "How To Make Maximum Money With Minimum Customers, " and publisher of Seductive Selling - an offline marketing newsletter currently read in 15 countries, world-wide. In a nutshell, I do two things: 1. I show you how to attract a reliable, steady stream of pre-qualified leads who are ready to do business with you NOW... 2. And I increase your net profits and cash-flow, by increasing your customer, client, or patient value -- often, dramatically. How do I do this? By developing, and helping you implement, unique, personalized lead generation and marketing strategies... using compelling sales messages that push your customers emotional buy-buttons. I've worked with over 300 clients in more than 104 different industries, since March of 2000, and I really enjoy what I do. I'm a stable, reliable, happily married family guy with three kids who loves life and always follows through on my commitments and promises. I love to listen to music, workout, read, travel with my family, take pictures, and go bass fishing. I always say "Yes," when it comes to good cigars, good books, and good coffee :-)