Maybe, at this moment an imaginary price comes to your russia email list mind and you will tell me that it will be worth X or Y, that imaginary price, which you have just put in your mind, is the reference price.
Let’s say the price you imagined was $60,000 or $US 20.
If I tell you that the selling price of my plastic chair is $200,000 or $US 50, then you will perceive the product as expensive.
If the real price is higher than the imaginary price, your perception is that it will be an expensive product.
Now then…
If I tell you that the plastic chair I’m selling you is a limited edition chair from the most exclusive French interior design company in Europe, which is a brand preferred by celebrities and very important and influential people, and that it is also hand-painted by the famous artist Pablo Picasso…
What is your imaginary price now?
You see….
The perception of value has changed!
Now it may seem to you that the price of $US 20 for the chair you described to me cannot be true, that the chair is a bargain for such a low price.
What did I just do?
I just increased your imaginary value , and since the real what your phone number says about your location price is much lower than the imaginary price, the chair’s value will seem like a bargain to you.
I just showed you that the value of things is purely subjective and it will depend on each brand, through its branding, communication, and value proposition, to build that perception of value so that people are willing to pay what you want to charge for what they sell.
“So Gaby, what are you going to do with your client to improve the conversion rate?”
I suggested halting all advertising campaigns and overhauling the entire branding, including changes to the visual communication strategy, audiovisual communication, model casting, stage designs, brand personality, voice, and tone. A comprehensive branding plan that even includes a highly targeted selection of brand ambassadors.
It’s simple….
If we don’t increase the imaginary value, we will NOT attract the right audience.
This week I have a committee meeting with our client, and I’m going to consumer data present a 10-page document we prepared, with all that branding change to really improve the campaigns.
And this, my dear reader, is called marketing!
Have a nice rest of the day and see you in the next lesson 
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PS : If you’d like help increasing your sales, please write to me so I can discuss your business and see if my agency can help you.
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