How much is a piece of art worth?
Tough question isn’t it? But one which holds the key to just how far you can push the boundaries of your product’s pricing. You see…
Three days ago my artist friend came to me with an picture he found online by a fellow artist.
The picture was by an artist we both followed, and was being sold at roughly $97. Now here’s the kicker… the picture itself was nothing fancy. It was literally a rough sketch of a comic book character. Technically, my artist friend could have drawn something just as good if he wanted.
After all, this whole time he had been working on his art skills to make his art better… so he could raise his fees.
Yet seeing someone with art skills not that much higher than him, selling something he himself could have made…
At roughly 4 times what he himself could have sold it for confused him. Far as he could see, it was daylight robbery!
With good reason.
You’d think whoever has the best artwork can charge the highest, but that’s nowhere near what’s really happening on the ground.
When he showed me this picture… I then explained to him how…
1- The artist in question has well over 500,000 instagram followers
2- Each of the artist’s art pieces has over 50,000 likes
3- If you look real closely into the artist’s offer… it’s not the artwork the artist is selling.
Far from it.
If the artist was just selling their art, it would be virtually useless.
If someone wanted that drawing they could easily download it off the internet and print if themselves.
No, what the artist was something far more powerful than what you see on the surface.
And what the artist’s customers were buying is something you wouldn’t think of at first. I should know.
I too am considering purchasing a piece of art from one of my artists and it’s not the art that I want.
It’s the fact that I have an original “piece of the artist” with me in my room that motivates me to pay for the artwork.
Furthermore… I then explained to my friend how it’s not only a “piece of the artist” the artist is selling for $97 on a piece of sketched on paper.
The artist was also selling the fact that only one of such sketch exists around the world.
And believe me… this same principle applies to you and your emails and offers.
Think about it:
How can you turn yourself into such a powerful entity to your customers in your emails… that price stops being a thing to them… and they want to have a part of you, or your brand so much they’re willing to pay your price?
How can you create such a strong sense of exclusivity and elite-ness about your products… that your customers literally fight to buy from you and take up the free slots you got?
Think about how you can execute these principles in your emails… and watch your audience beat the ever living shit out of you to buy what you’re selling.
Bottom line’s this:
While what you’re selling does factor into the buying decision… you want your customers you choose you over your competitors.
You want your customers lusting after a piece of you, not the other guy.
And remember… there’s no spoon.
Till the next wave of madness…