How to sell 997$ courses – stuff and its value

Long story short, humans didn’t use any currency when they started to conquer the world. They had no idea they could have a single form of value to exchange all types of goods.

At the beginning, trading was the nerf of war. When someone wanted something, he had to trade what he wanted with something else. Let’s pretend you were a doctor and wanted to buy a watch. You had to find someone who wanted to trade your medicine talents against a watch. Let’s just pretend you find someone – which is a tough task! Now, the person you want to trade with must accept your payment of medicine. If they aren’t sick? Bad luck. You can’t help him. He’s unlikely to reciprocate with a watch. See how hard it was to trade?

Fast forward: All people didn’t bought the universal currency dogma right away. Why would you craft coins? They are no food. Melted coins can’t even make great weapons. The value of coins come from a strong belief: This coins has value. At first, not everyone believed that something with no use can have value…

In fact, wheat was used as a currency. Why? It has some outside value. Plus, the perceived value a currency gets. You could very well eat your wheat – make bread, pastas… Or you could exchange it to grab other goods. Everyone’s happy. Farmers are super happy.

Trouble comes in, rich people can’t store all their wheat at the same place. Worst. Wheat rots with time… Nothing to compare with metal which never fades away.

Time passed by. Smart men decided it is time to use metal as a currency. The first coin was made with silver. Coin had a certain value with its weights. One coin weighed 5 grams of silver. When you buy something costing 20 coins, you actually spend 100 grams of silver. Makes sense.

Today we are still using coins. They are backed by the government which guarantee their worth. Again, it’s a general believe. We can exchange coins and colored paper because you and I believe the same stuff are worth their value – what’s written on the currency. Same goes on with electronic currency – the one on your bank account.

Coming down to our main subject. What makes the value of things? Is there someone deciding? No. Is it need and offer? Maybe.

What’s sure, is that the price of anything is always made up– it’s created, with the creator earning more money. The game is biased, obviously.

Don’t believe me?

Here’s how I built my own dropshipping store. I chose the price. I had control over everything. I could show you a 50% discount on a normal price. I could manage prices and promo-code the way I wanted.

Being fair, I never took advantage of it. Most people aren’t like me and are taking advantage of this one. Some call these marketing tricks, I’m breaking the flaw. It’s some unethical people.

997$ How To Make Money

Why am I talking ‘bout some ridiculously expensive courses you can find on the internet? You know, all the 97$, 497$ and even 1997$ courses you can buy. Internet courses promising you to learn how to make money online, how to write copy selling like no tomorrow, building an audience in 3 days…

Here’s the take. When you craft such a product, you decide how you brand it.

The same content can be shown for free on a website. And be sold for thousand of dollars on another site. Is it unethical? For sure.

I must go onto another subject. Value. You get two types:

  • Perceived value – what you think you get
  • Received value – what you really get

Perceived value is what you are told you are getting in the sale page. That’s where you see the difference between a brilliant copywriter and someone who’s just getting started.

That’s exactly why you need to learn how to write words selling like no tomorrow. Because it raises the perceived value! By reading your sale page, your customers are getting all happy-fuzzy. They dream to become just like the guy you depicted in your sale page. They want…

And if they don’t want to lose this feeling, they must buy your product. Which represents the received value part of the equation.

Received value? That’s what you really get for your bucks.

Selling, writing words sounds great. But if there’s nothing behind these salesy paragraphs… Customers won’t be happy. You must have a product demonstrating what you told your customer in the first place. Otherwise you are lying to your clients. And they know it.

Your customer makes a mental image of what the product you are selling will do for him. You must not deceive him. If you say your product will help him make money on the internet. It better makes him $$$ on the internet.

On a side note, customers want to receive more than the perceive value they are expecting. That’s we call over-delivering. More. Always more.

Now, when you build a big, fluffy expensive course. What you really do is help your readers – which becomes clients after reading the sale page – turn into whoever they want to become.

Because you are showing them a solution to their painful problem… your readers are likely to hand you big money. If they feel the issue is small? Why would they buy your product?

That’s the goal of the sale page. To maximize their pain. Showing your readers, they really need to buy your product to feel better about themselves. Otherwise? It’s not going to happen.

And no, if your product fulfills the needs it creates, it’s not being unethical. It’s quite ethical to solve people’s problem, don’t you think?

Because you created the product – which cost nearly nothing to build – you’ve got the prime to decide the price.

When it comes to congruence, big promises must come with big products.

Now, the most important thing to remember is the following:

The sale page you build equals the value you can expect to get from your customers.

The product you give them equals the value they are receiving in exchange of their hard earned money.