
That’s how you want to make it seem to your prospects so that they’re never comparing you apples to apples with a competitor.
Here is an example of how it works…. When offering information products we’re continually looking at ways to add value. Sometimes it’s as simple as a transcription of CDs and DVDs quickly turned into a manual and CD/DVD package. We prefer to turn it into a manual because a book is easily compared to another book…and books are worth $20 to $30 as opposed to a manual which could easily be valued at 5 times that amount. Besides, we now have a pack to offer, not just CDs and DVDs.