Tag: marketing

£129 for a small piece of glass, WTF!!

Posted on by philipdodson


Today, I had to hand over my phone at the Apple Store to be fixed, I’d smashed the screen. Well, actually,  it broke when I dropped it, I didn’t smash it in some fit of rage, although, I nearly dropped it again when I discovered how much a new one was.

£129

Yes, £129 for a small piece of glass.

OK, so there is some other cost, time, expertise and shipping it to a repair place and back in the same day.

Still, that is a great deal of money for replacing a small piece of glass. After all, I could get a similar sized piece of glass for a few £s.

There are cheaper options to get it repaired.

I handed over £129, well I plan to do later when I collect it, assuming it is fixed of course!

So what I am really paying for is security, peace of mind, customer service, a small contribution to a seriously expensive marble staircase at Apple’s Regent Street store, the whole experience, and knowing that it will be done properly and that if not I will have a no-quibble come back option to get it rectified.

I am basically paying it because I have faith in Apple, they are providing what I believe to be value for money. It’s all about perception and expectation. 

If you provide your customers something of value, they will pay. Price is not an issue.

Always focus on buidling value and creating faith for your customers and not how much you will charge or how you can reduce the costs.

People rarely buy the cheapest option.

5 reasons why ‘5 reason to…’ lists don’t work

Posted on by philipdodson

1. It’s been done, we’ve all been there.

2. It’s been done to death.

3. It is not imaginative.

4. It is unlikely we’ll say anything that will stand out, that is really insightful, just more list filler.

5. It’s difficult to think of 5 things or 9, or 12 or whatever number we chose for our list. So we fill up lists to make them look bigger and more useful.

Lists are often accompanied by a ‘buy my stuff’ style ‘hook’. We’ve all spat them out now and do not get hooked.

What we could choose to do instead is share our story, our passion, and build trust by generously sharing our knowledge in a deeper more informative way, that will connect us with the people who like what we have to say and what we stand for.

Our story is uniquely different and needs to be told to our tribe/audience who will care about what we do if it adds real value in exchange for their time to consume our content.

Skip the lists and hooks for more genuine content that is about connecting, sharing, building value and trust.

Avoid the quick wins and opt for the longer term.