You get what you pay for

Have you ever bought something just because it was cheap? Did you regret the purchase after a while because you realized why it was so cheap?

I can buy a used Datsun for $140, or I can buy a used Honda for $2500.

They are both "Cars", why would I buy the Honda for $2500 when I can get a "Car" for $140???

You may come across this in your line of work. Someone selling something similar to your product/service cheap. You understand the value in your product/service, but the customer just thinks they're the same and is going to get a "great deal!" You know that your product/service is $4.00 more, but it is more of an investment.

I often come across this in my line of work. Someone willing to sell a "commercial" cheaper than my commercial on Broadcast TV.

A couple things to remember:

• The cost of a commercial has nothing to do with the cost of acquiring a new customer


• In your advertising, you are buying eyeballs, not commercials


• Invest in the media that gives the most efficient way to reach those eyeballs


• Compare your advertising on an Apples to Apples comparison


• What does it cost to reach a 1,000 of your potential customers?


• Not on how much a "spot" costs, that has nothing to do with your advertising being efficient and becoming an investment rather than another expense!


• When the politicians have one chance to win the votes of America, what media do they choose to use? BROADCAST TV.... BECAUSE IT WORKS AND IT'S EFFICIENT (sorry that was a soft sell, but the truth!)


• What is the reason why they are selling their product so "cheap?" Is that what it's worth?

Long story short, don't be fooled by the cheap price of something. Ask yourself: "Will this be an investment or am I just buying something because it looks so cheap?"

Let's talk about Bathrooms

I recently went on a long road trip to Arkansas and back. So I had a little time to think about things during my 27 hours of driving.

When I am driving, I usually plan my rest stops according to my bladder. With that being said, it is nice to stop at a gas station that has clean restrooms. And as you probably know, it is like playing roulette trying to find a gas station with clean restrooms.

With all that being said, if I were to open a franchise of gas stations, I would seriously name it "CLEAN BATHROOM GAS STATION". Yes, I know it's an odd name, but I guarantee that you understand what you will get at my gas station. You can get gas at every gas station, however at mine you will get clean bathrooms. (And most people on a road trip use the bathroom at every stop, right?) Would you go to my gas station with a guarantee of clean bathrooms, or go someplace else?

Why not differentiate from everyone else and be known for something.

Orville Redenbacher said something that has stuck with me: "Do one thing and do it better than anyone else".

Does your name let customers what you do? What you stand for? Why they should call you?

How about these names: One Hour Plumbing, $3500 autos, Fix your PC cheap, White smile Dentist, Best Price Flooring. Can you think of any others?