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“You can charge thousands for things that others are charging hundreds for”, says Willie Crawford, a 35 year vetran in direct marketing and a 12 year online information marketer.

Rob Toth interviewed Willie as part of Dan Kennedy’s Info Riches course. Rob was interviewing the top information marketers in a series called “Future Of Information Marketing”.

According to Willie the best thing to do is to “focus on selling a product that offers a solution to a really, really huge and painful problem…one that people would happily pay to solve”. So many people start off trying to sell things that the market really doesn’t want. “People know what they want”, says Willie. You could try to sell them something that they don’t want but you won’t get anywhere. Even if they want it and don’t understand that they want it you are facing an uphill battle. You probably won’t succeed.

Do your research. You need to “find something that is so incredibly painful that people would do almost anything to buy the solution”. Once you know what they want so badly, sell them the best solution in the market.

You don’t have to have a perfect product or service. It’s good enough if it is noticeably better than they can get anywhere else.

For example, the baby boomers are getting old. Old people get sick. A lot of these people have a lot of money and are willing to do anything to alleviate the pain and get rid of the disease that comes with old age.

Many of these people are not invested in the right place so they are going to face serious financial difficulties. You can offer the package to rescue them from their dilemma.

Many baby boomers have money and the time to do some travelling. If you offer them a great travel package you’ll have a winner.

The big problem is actually psychological. People are “not properly valuing their expertise, so they are underpriced”.

You need to demonstrate and prove the value of your product or service with good copywriting skills. Just “take a deep breath and add another zero or two zeros” to your price. Willie says to “keep a straight face and people will pay those prices because it’s not about the prices. It’s about delivering experiences. It’s about delivering value to people’s lives.”

Have the vision to position yourself at the high end of the price-quality spectrum. “Once you learn to position yourself as THE expert who has the information those people are looking for then it’s really not that difficult to sell to those people”, says Willie.

“People who are willing to pay more money are looking for a higher end product. They are looking for expertise that the average person can’t afford. Just let them know that’s you and they’ll buy it.

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