I Bought The Same Dress For $15, $60, and $230 three different times.
So here's a story that might just make you look at the way you sell your products or services in a whole new light. I stumbled upon this cute dress for $15 on instagram. It was one of those finds that make you feel like you've hit the jackpot. Fast forward a bit, and I see the same dress for $60 on a popular online fashion site.
The website was slick, the dress was modeled beautifully, and it had something about it that makes you want to try it out. And guess what? I bought it again. Why? Maybe it was the way it was presented, or maybe I just wanted to see if there was any difference buying it from a ābetterā place.
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But then, things got even more interesting. I found the exact same dress being sold for $230 at a high-end online store in Spain. This time, the dress was being worn by celebrities in ads on red carpet and had all this fancy branding around it. The website looked like a million bucks, and the dress was positioned as this must-have item for the season. It also came in an elite packaging box. And yes, I bought it. Again.
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You're probably wondering,
āWhy buy the same dress three times?ā
Here's the thing: I was fascinated by how perception changes with price and branding. The $15 dress was a steal, and finding it felt like uncovering a hidden gem. When I saw it for $60, the beautiful presentation on the website and the allure of being part of the exclusive offer as well as their many offerings and free Ad-ons made me ignore the price.
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And at $230, with celebrities endorsing it and all that luxury branding, it felt like I was buying into an exclusive club. Plus I had to walk in the store and the experience was heavenly. The ambience, the customer service, the refreshment while I waited for my dress to be properly packed, among many other things.
The shopping was more enjoyable and made me feel valued and pampered.
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Each purchase felt different, not because of the dress itself (it was the same dress, after all) but because of where I found it and how it was marketed to me. The high-end version didn't feel 26 times better than the thrift store find, but the experience of buying it sure was different.
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This little experiment of mine was eye-opening. It showed me how much of value is about perception. It makes you think, doesn't it? How often do we pay more for the experience around a product than for the product itself?
So, the next time you're pondering why selling your product or services at a particular price seems challenging, consider the value proposition you've presented to your prospects. What compelling reasons have you given them to make that investment?
Did you learn something new today?