“Cheap is the last refuge of the marketer who can’t figure out how to do better”

If you’re ever tempted by worry, fear, or desperation to sell your stuff for cheap, here’s something to think about. Something Seth Godin said a while ago, and that I’ve been thinking about.

“Cheap is the last refuge of the marketer who can’t figure out how to do better.” 

Photo of corridor with wooden doors, all the same

Give customers a reason to choose your product or service over the others that isn’t about the price.

It’s true, and we’ve all been there.

“Why aren’t people buying my stuff?”

“Why isn’t anyone coming after my services?”

“Why am I struggling to sell tickets?”

The truth?

Because you haven’t given them a good enough reason to do so. Oh, sometimes it’s just a terrible product or service, or one that nobody wants or needs. But mostly, it’s because business owners – marketers – haven’t put enough effort into selling it.

Now before you get all outraged and tell me you put loads of effort in and how dare I call you lazy, stop and think. I’m not calling anyone lazy (except me, on occasion). I’m simply pointing out that most effort is woefully misdirected. Sometimes that includes my effort.

And the reason most effort is woefully misdirected, often, is because the business owner hasn’t put in the groundwork. They don’t have a target ideal customer in mind; not really. Just some vague, nebulous notion of a woolly person who might be interested.

They don’t have anything that makes them stand out from everyone else hawking similar products and services.

They don’t give their buyers any good reasons to buy. So they resort to cheap, because in the absence of any real reason to buy, you and I will look for the cheapest option.

That’s the biggest problem with most of the marketing I see. Not the quality of the copy, or even the offer. Not the product. The biggest problem with most of the marketing I see is there’s no reason for me to choose that particular thing over another thing.

So I won’t.

And neither will anyone else.

This is why I  wrote my book, Business For SuperheroesIf you put into practice the tips and advice I give you, there’s no reason you won’t find your perfect customers.

I recommend you get in there now and buy a copy.

If you read it and you don’t think what you learn and take away will transform your marketing and business for the better, and help you bring in more customers – if you think, after learning the new skills I’ll teach you and putting them into practice and doing the work, you can’t double your business over the next 6 months, I’ll give you a full refund. No questions asked.

That’s a hell of a guarantee.



Vicky Fraser is a copywriter, author, and entrepreneur. She really did run away with the circus… but when she’s not swinging from a trapeze, she’s showing other copywriters and small business owners how to work with better clients, make more money, and stop missing bathtimes, first words, and dinners with angry partners. In fact, she wrote the book on it. Get your copy here.

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