Customers Aren't Stupid.
They Just Don't Know What They Pay For.
Why do people feel happy after they spend thousands of dollars on a diamond ring from Tiffany & Co.? Because they think they have just brought something priceless - LOVE. 82 years after its first lighter was manufactured, Zippo reported the most profitable quarter in the company's history in 2014. Zippo no longer just stands for lighter, it stands for taste and style, and Greg Booth, Zippo's CEO, has worked hard to make sure the Zippo brand stays that way. Nuchi Masu is a Japanese company in the middle of the Pacific ocean that produces some of the most expensive sea salt products in Asia. Its customers didn't pay for salt, they pay for something more valuable - the health benefits from the salt made with the crystal clear water from the Okinawa sea.
What are you selling? Is your product more scarce than diamond, older than fire, or more boring than salt? If the answer is No, you can raise the price and your customers will still thank you for it. I am here to show you how to do it.
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