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?"