According to Willie Crawford “you can charge thousands for things that others are charging hundreds for”. This is what he has learned in 35 years as a direct marketer and by selling information products online for the past 12 years.

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.

First you need to do some research. “Find something that is so incredibly painful that people would do almost anything to buy the solution.” Next, find the best solution in the market and let them know you have it.

It’s not necessary for your product or service to be perfect. You just have to offer something that is noticeably better than what anyone else is offering.

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.

Similarly, a lot of these baby boomers have a lot of money and time to travel. Offer them the best travel packages and you will do well.

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

You need good copywriting skills to demonstrate and prove that the value of your product is real. You just need to “take a deep breath and add another zero or two zeros.” “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”.

You need to positition 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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