Why we happily bought $12 muffins

A few days ago Alana walked in the door with 4 English muffins.

The price of them?

$12.

Pretty ridiculous when you consider you can get most other types of English muffins for $4 or so (and in those packets you get at least half a dozen).

However, the funny thing was, she happily paid this price.

Why?

Well, these weren’t no ordinary muffins.

No siree.

Let me show you the copy this company wrote on the back of their muffin packet…

“It takes us three days to make an English muffin.

Day 1: mix dough from premium, sustainable ingredients and cold prove for 24 hours.

Day 2: hand roll then cold prove for a further 24 hours.

Day 3: steam for 30 minutes, cool, then bake for 10 minutes.

Why go to all this effort?

Slow, cold proving gives superior flavour; steaming prior to baking locks in the moisture and lengthens freshness.

If you’ve had a better English muffin somewhere in the world, please let us know!”

And let me tell you…
These were the best muffins Big Pappa C has ever eaten.

And, we’d pay $12 for another 4 in a heartbeat.

But the real question is…

How are they able to attract customers that happily pay 3x more than other muffin manufacturers?

Well, if you read the above copy again, the answer is simple…

They differentiate themselves.

And how do they do that?

By describing the process in which they make the muffins.

Also, do you notice how they talk about why they go to all this effort?

So they can get you a better tasting/fresher muffin (AKA: talking about the why enables them to talk about the enhanced benefits of their process).

This is great copy.

And the funny thing is, for all we know every other muffin manufacture could be using the same process. But just by the fact they’ve put it on their packet differentiates them and enables them to charge far higher prices for a commodity item.

More:

We can take this lesson and now apply it to your coaching business…

If you want to charge more you must differentiate yourself somehow.

And, there are 2 primary ways to do this…

The first is by choosing a specific niche.

As you know, when you niche down it enables you to stand out because you’re speaking to a crowd of people that’s underserved.

Also, niching down enables you to charge more because now this crowd sees you as a specialist.

This is by far the easiest way to differentiate.

And the second way is by using what Gene Schwartz calls a “unique mechanism.”

This is where you use your unique system/methodology to differentiate yourself in the marketplace.

This is why you see so many gurus giving their systems weird names.
For example…

The “Invisible Funnel Method.”

The “Sales by Chat System.”

“The Double Your Dates Strategy”

“The Divorce Decision Program”

Etc etc.

They’re not doing this just because it sounds cool.

They’re doing it to cut through all of the other marketing messages.

If you’re in a broader market (AKA: not a niche), you need to do this.

You need a unique mechanism and you need to know how to use it to cut through the market.

This requires a much more sophisticated approach with your marketing.

And, it can be done.

(I do it and do it for my 7-figure+ clients)

But you need to know what you’re doing.

This is why I say if you’re a Coach earning less than $100k/mo, then you shouldn’t worry about any of that.

Just niche down as this is the much shorter path to get to your revenue goals.

Then when you get to a certain level of success, you can broaden your message if you want.

With that being said…

If you like the idea of charging 3x more for your services and have your clients happily pay for it, then maybe I can help?

I have a program called The 15 Minute Client that shows you how to attract clients with one daily email, and also…

Shows you how to significantly raise your fees without scaring away prospects (or feeling like a fraud).

Click here to jump on the waitlist so you’re first to know when doors are open:

https://The15MinuteClientWaitlist.com

-Luke Charlton
The Man Cave, Canberra