"Perceived Value?"

Hi John

It's a good point you bring up. I've been in
marketing since I was a lad and the one thing
that I know to be true is this:

Perception is reality.

All those bonuses don't aid perceived value for
the majority of people. People will perceive them
as not being of much value and buy (or not buy)
accordingly.

Adding a bonus only adds value if the prospect
perceives it to add value. That's where a lot of
marketers go wrong. You need to be able to 'talk'
with your prospect and establish what is
perceived as valuable to him.

The computers in my office have just caused me a
lot of problems by crashing and burning. I have
never bothered too much about backing up my files
before.

Before my problems I wouldn't have paid $100 for
a CD burner.

Now I'd be quite happy to pay $1,000 for a CD burner.
That's my perception now.

If you've never had a computer virus before, you
might not perceive much value in an anti-virus
program. After you've been infected the program
is all of a sudden perceived as much more
valuable to you. And you're happy to pay more.

The only reality is that which you perceive.

Hope that helps John.

Regards

Brendon