"You can charge thousands for things that others are charging hundreds for", says Willie Crawford, a 35 year vetran in direct marketing and a 12 year online information marketer.



As part of Dan Kennedy's Info Riches course, Rob Toth interviewed Wille Crawford as one of the top information marketers. The interview series is called the "Future Of Information Marketing".

Willie's advice is to "focus on selling a product that offers a solution to a really, really huge and painful problem...one that people would happily pay to solve". Many people try to sell things that the market really doesn't want. But in Willie's experience "people know what they want". Trying to sell something that they don't want or don't understand why they need it or should want it won't get you very far. You will face an uphill battle. Success is not likely.

You need to do your research to "find something that is so incredibly painful that people would do almost anything to buy the solution". Then you offer them the best solution in the market.

The product or service you offer doesn't have to be perfect. It just has to be noticeably better than what others are offering.

For example, the baby boomers are getting old. Old people get sick. A lot of these people have a lot of money and are willing to do anything to alleviate the pain and get rid of the disease that comes with old age.

Many of these people are going to face financial difficulties in their old age if they don't have the right financial package. You can offer that package.

Many of these people have time on their hands and can afford to travel. You can offer them the best travel packages.

The biggest problem people have is "not properly valuing their expertise, so they are underpriced".

You need to demonstrate and prove the value of your product or service with good copywriting skills. Just "take a deep breath and add another zero or two zeros" to your price. Willie says to "keep a straight face and people will pay those prices because it's not about the prices. It's about delivering experiences. It's about delivering value to people's lives."

Position yourself so you are at the high end of the price-quality spectrum. "Once you learn to position yourself as THE expert who has the information those people are looking for then it's really not that difficult to sell to those people", says Willie.

"People who are willing to pay more money are looking for a higher end product. They are looking for expertise that the average person can't afford. Just let them know that's you and they'll buy it.