Thanks for sharing. It sounds like “Bargain Hunt” really is a must see. Funny how the same people who show up to my yard sales and buy up my wife’s used sneakers and swimsuits (yes, swimsuits!), while ignoring fabulous and ludicrously discounted furniture, somehow manage to show up at auctions as well.

Yes indeed, value, like beauty, truly is in the eye of the beholder. And said beholder tends to view things differently in hard times, which is really what the second half of my post is all about.

As for “risk free, money back guarantee,” I’ll be happy to e-mail you one blog reader’s experience in implementing my advice, if you’d like. I think that the before and after copy examples speak for themselves.

Comes down to value is a perception versus a hard reality, doesn’t it? It doesn’t matter how much we think our products are worth – if we can’t convince (show) the customer – well, there goes our margins.

And, those darned customers have minds of their own – and their perspectives can change on a daily, even hourly basis, depending on the mood, the location, the type of product. So, we can write Pulitzer prize copy and deliver the absolutely best product…and still have a hard slog.

One example of “value perception” is the BBCA show “Bargain Hunt” (worth watching just to marvel at the host’s hair). Two teams go out and buy various old and antique items at flea markets and events. They then take them to be auctioned – and often end up selling at a big loss. Expert says: “Well, it’s from the 17th century, with lovely inlaid metal design; it’s in great condition. It should fetch between 100 and 150 pounds.” So, the team pays 50 pounds. Then, at auction, the audience sees a small metal vase – and bids all the way up to 10 pounds.

Then the beat up not-particularly-old farm basket with dusty flowers sells at a profit of 15 pounds. Go figure!

Back to convincing one of my clients to take “100% risk free, money-back guarantee!” off his materials (I sent him here, but so far he’s sticking to it. Sigh.)