I Can Do It Cheaper Than That

I call this the disadvantage of cheap anything

You probably aren’t old enough to remember a time when products from Japan or China were considered of poor quality and cheap imitations.

It didn’t matter what the item was if it was “Made in China” it was looked down upon.

The same should be true today of marketing products priced at cheap rates.

The promises are for great locations, great displays, big audiences, and lots of free stuff.

The reality is usually nothing of the sort.

If you believe in your product, would you sell it for 25 cents on the dollar? (maybe you would in a desperate “daily deal” of some sort but that’s a story for later.)

If you were offered a t-bone steak at your favorite restaurant that ordinarily cost $12.99 for $3.00, would you buy it? Or would the “made in China” voice come into your head and make you wonder why its only $3?

Cheap anything is almost always an appeal to your greed. It’s a way clever marketing people separate you from your money.

There’s a very clever United States Postal Service TV commercial running right now, where the helpful postman is working with a client who bought a billboard in the middle of nowhere. Best line of the commercial, “well at least you got a good price.”

If you bought a cheap billboard, or tv spot, or web ad package and no one saw it—it ceased to be cheap even if the price was low.

Price your marketing on the results you want—not on the lowest price someone is willing to give you.


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