Home featured Featured Marketing Marketing Featured Are you a price-point or are you Prada? Guest Author October 14, 2015 I’ve received several emails via LinkedIn over the years from newly self-published authors who want me to buy their books. If you’re one of these authors, I applaud you for taking that important step toward self-promotion. But now I’m going to tell you why I—and probably most of the people you sent that email to—never bought your book. It’s because you never answered one simple question: What’s in it for me? This is what customers ask themselves, whether consciously or unconsciously, whenever they consider making a purchase. As salespeople, we need to be aware of this and make sure we’re answering that question for customers, in all our marketing materials, in a clear and concise manner that speaks to them in their language. When I say “clear,” I mean tell them what’s in it for them in a manner that addresses their needs directly. Will your product increase their joy? If yes, how? Will your product decrease their pain? If yes, how? When I say “concise” I mean tell them what’s in it for them in as few words as possible. We live in an “instant soup” society, filled with customers that want quick and easy solutions to their problems. Make it quick and easy for them to choose your book over another. When I refer to “language,” I’m talking about one of two dialects: price-based marketing or value-based marketing. Both