In this episode, Hector Garcia and I discuss the impact creating videos for YouTube has had on his business. If you go to any popular accounting conference, Hector is probably speaking on marketing with YouTube. We explore why video, why YouTube, and the things he has learned through marketing with video. … [Read more...]
Pricing, Procurement & the Ad Agency with Tom Lewis – 119
In this episode, Tom Lewis and I discuss the state of value pricing in advertising in the United Kingdom. Our conversation explores having an effective value conversation with procurement. Then, he shares insights from the keynote speakers at the 2017 IPA conference in London. … [Read more...]
Determining the Value of the Intangible with Nick Disabato – 111
Nick Disabato is the founder of Draft, a design consultancy in Chicago. He is best known for A/B testing through two productized services, Draft Revise and Revise Express. He is the author of three books including The A/B Testing Manual. Nick is a frequency speaker at conferences including South by Southwest and Web 2.0. The Business of Design What is the most important thing you can share about pricing? You set the pricing. You control the conversation by asking the right questions, … [Read more...]
Align Value with Your Target Market with Aaron Vidas – 108
Aaron Vidas is the founder of StrategyBox, a marketing consultancy for $50M companies. In this episode, we discuss realigning your value proposition with a new target market. In the first segment, Aaron explains how he realized he was not aligned and the steps he took to change it. In the next segment, we explore how to research a new target market through interviews and conferences. He concludes with a couple of pricing stories from his experience. Aligning Your Value Proposition What is the … [Read more...]
The Value of Significance with Aaron Walker – 104
Aaron Walker founded View From the Top to help men live a life of significance. In this episode, we discuss his journey from the pawn business to coaching men. In the first one, we explore being the right fit for the customer. During the second segment, Aaron describes selling and pricing in the pawn business. In the third segment, Aaron explains what significance is and why it matters. Are You the Right Fit? What is the most important thing you can share about pricing? Be fair to the … [Read more...]
Designing Value for Your Online Course with Janelle Allen – 102
Janelle Allen is a learning designer of online courses at Zen Courses and the host of the Zen Courses Show. In this episode, we discuss how to create significant value for your course. In the first segment, we explore the most important factor, learner success. During the next segment, she explains how to determine what success is for the learner. Then in the last segment, we review the most successful pricing strategy for online courses. The Learner-Focused Approach What is the most … [Read more...]
How the Customer Decides to Buy with Sean D’Souza – 096
In The Brain Audit, Sean D'Souza uses an analogy of 7 bags, or pieces of luggage, to explain the sequence the brain goes through during the buying process. Open the bags one at a time, in the right order, and the customer will buy. Skip a bag or alter the sequence, and the customer cannot finish the steps to make a purchase. Start with the Profile, Problem, and Solution What is the most important thing you can share about pricing? You are charging less than you should be. The … [Read more...]
The Mindset for Creating Value with Dennis McIntee – 088
The first step to pricing based on value is to believe you create value. Belief starts in your mind. My guest, Dennis McIntee, teaches managers and administrators to create a high-performance culture within their organization. The only way he can challenge his customers to reach higher is if he has a value mindset. Two requirements to achieving a value mindset are shutting down the internal voice that creates fear and maintaining an intense focus on serving the customer. In this episode, Dennis … [Read more...]
The Value of Telling A Story with Michael Hudson – 081
Michael Hudson is an idea junkie–he is educated far beyond his intelligence. He is a recovering college professor, which means he is a teacher at heart. He has consulted with over 3,000 businesses on strategy, culture and leadership, and has given over 8,000 public presentations, including keynotes. Shifting from Time to Value What is the most important thing you can share about pricing? It starts in your brain. Most people assume that whenever you quote a price the customer … [Read more...]
The Value of Social Media with Mojca Marš – 079
Mojca Marš is a social media consultant who founded her own consultancy, Super Spicy Media. She resides in Slovenia and works with customers worldwide. She started out as a copywriter at an advertising agency and is proud to say she wears a dinosaur one-sie. Raising Your Rates What is the most important thing you can share about pricing? Raising your rates is something you can do on a regular basis. She initially charged a fixed price, but it was a low one. When she became … [Read more...]