top of page
Search

How to make a 300k purchase feel inexpensive

Writer's picture: John BrandtJohn Brandt

How do you get someone to purchase an expensive luxury good without them scoffing at the price? 


Well, this was a question that haunted luxury automobile brands like Rolls Royce and Maserati. They’d take them to any number of car shows and routinely got laughed out of the room because of their high six-figure price point. 


Both companies would walk away from a car show—which is considered a “best practice” for selling cars, mayhap now you understand why I rail against best practices like I do—without making any sales. While inferior cars sold at these shows like hotcakes.


(My great grandfather, who came to America from Italy when he was just a young lad, had a “knack” for finding the best deals at these car shows and he turned this into a business… I wish I had the chance to sit down and talk with him about it, but I was only 5 when he slipped to the other side.) 


Anyway, what did luxury car brands do? 


Did they just hope and pray that attending car shows would eventually sell their $300k+ cars? 


No, because that would be foolish. And yet, you’d be shocked by how many ecom businesses today rely on this foolish “hope and pray” strategy. 


Instead, they decided to buck the best practice. They weren't average cars, and so average advice didn’t work. In fact, it did the opposite: Instead of seeing the cars like the luxury item they were, it made people question their actual worth. 


And so, they did something that no other car brand would ever think of… 


Instead of showcasing their cars at car shows, they started showcasing them at airshows. 


This decision (which probably would’ve had best practice reply guys clutching their pearls and telling Rolls Royce and Maserati how stoopid of a decision this was because people at airshows expected to buy a private jet, not a car) was one of the most profitable decisions a luxury car brand could make for a couple of reasons: 


First, they now had their actual ideal audience in front of the cars: Wealthy folks with too much money to spend. 


Wealthy guys didn't go to car shows. Local business owners, like my great grandfather, went to car shows. And so did the average layperson. But the wealthy mfs? They had better ways to spend their time than by going to a car show like by going to airshows. 


Second, instead of a Rolls Royce or Maserati being the most expensive thing in the show by far, they now became one of the cheapest things. Even the most expensive Rolls Royce is a fraction of a private jet. 


And this “price anchor” strategy sold their luxury cars like hotcakes. Nothing makes a $300k purchase feel inexpensive like looking at multi-million dollar jets all day, no different than how they put candy and other inexpensive sweets near the checkout line in grocery stores. 


And you know what? 


You can do this in your business. 


You don’t need to sell luxury items to use price anchors and attract your actual ideal audience. 


But it takes thought. 


(And thought is in short supply these days.) 


Now, onto bidness:


Reply to this email so we can jump on a quick call. During that call, you can ask me any specific email marketing questions you have about your business. And then, we can decide if you can solve these problems yourself or if’n you need a pro to come in and help. 


Make sense?


John

0 views0 comments

Recent Posts

See All

4 examples of cursed marketing knowledge

Familiar with cursed knowledge? It’s knowledge so powerful, so eeeeevile!, and so unforgettable that once you hear this knowledge once,...

Why WeWork went right

Searching for WeWork on Google reveals how many NPCs there are out in the world. Almost every article you’ll find from a simple, one-word...

Comments


JOIN MY MAILING LIST

and get a free copy of my book... 
The 6-Figure
Profit First Emails 
Product Launch System 
(sells for $47.97 on Amazon) 

As well as regular email tips on sending more profitable emails and building a stronger bond with your customers. 

©2021 John Brandt. john@johnbrandtcopy.com

bottom of page