When you have a high quality product it’s a good idea to educate the world about why it’s so great.
This video by Leica draws me into the story of why their cameras cost several times more than their competitors. Before seeing this video I thought that Leica was just a snobby camera for rich folks. But they showed me the difference.
Education and Diamonds
Before Jen and I got engaged we made the mistake of getting the sales pitch from a jewelry store huckster.
Underneath a special full spectrum light, they took a cheap ring and an expensive ring then put them side by side. With great story telling the showed that the a cheap diamond is unclear, cut unevenly, and just doesn’t sparkle the same. Then they got out the jewelers microscope and had us see for ourselves.
After a pitch like that—what guy is going to buy the cheapest ring?
If you do something that is amazing, figure out how to educate people. You’ll find that they are more excited about you’re work, more willing to pay for it, and by feeling like they are a bit of an expert in the subject now too—they are happy about the whole interaction.
