Earn more, work less

Imagine yourself sitting down for a lobster dinner at a restaurant.

Have the image in your mind’s eye? 

Good.

Now….what were you wearing? Somethin’ fancy? Or ripped jeans and a sweatshirt?

What did the restaurant look like? Was it upscale? Or a local hole-in-the-wall?

I’m willing to bet you pictured yourself decked out to the nines at a lavish eatery.

Why? Because today, it goes without saying. Lobster = luxury. But it wasn’t always this way.

In the 17th century, lobster was fed to servants and prisoners. And a combination of scarcity, and clever rebranding, sent the crustaceans' value soaring.

And this? Is the art of “perceived value.” 

Oftentimes, I hear personal trainers say they want to make more money. And one of the first things I suggest, is to increase their prices.

There is almost always some push back.

“No one wants to pay more!?! Shouldn’t I be LOWERING my prices?”

But the thing is…if a customer believes that a service is valuable….they will be MORE WILLING to pay a premium price. And for a service to be perceived as valuable, it must provide some sort of physical…logical…or emotional benefit (or maybe even all three!). 

When it comes down to it, money is just paper. Pricing is just a number. And cost is always subjective.

Market your services in a way that emphasizes the benefits your customer will receive….and you will be able to justify a new higher price point. Just make sure you are (over)-delivering on your promises.

Earn more. Work less.

Does it need to be any more complicated than that?