1. Luxury brands don't compete.

There is no comparison with luxury brands.

Focus on your own unique identity and the reasons why your customers should resonate with it.

2. Use the price/value bias

The higher the price the more the perceived value.

Focus on the meaning behind your brand, and what it means to use your product to influence the perceived value.

3. Sell to those who want to be rich

Its been proven by social science and psychology that luxury brands don't sell to the rich, they sell to those that want to be rich.

Your price point should be just outside of your target Audience's income.

4. Ignore rising demand.

Luxury brands don't tweak quantity to respond to new demand of consumers.

Set a specific number of units you are willing to produce and stick to it.

5. Target people with low self-esteem

Speak to customers Esteem needs. Make your customers feel like a better person

6. Use the forbidden fruit effect

Luxury brands intentionally keep anyone that is not a super fan...

1. Give your customers a voice. 

We all want to be heard. Smart businesses serve customers who's needs aren't met. 

Examples: 

- Uber. Customers that wanted a simpler way to get a taxi. 

- Airbnb. Customers looking to make extra money from having a spare room

2. Use the "Gruen Transfer" technique to increase customers desire to buy. 

Do this by leveraging: 

- Vivid imagery upon entering. 

- Immense benefits and value to customer

 - Bright colours 

All in attempt to overwhelm your customer, causing spikes in dopamine that raise the desire to buy. 

Example: IKEA stores

3. Communicate in pictures. 

Understand that the human brain thinks in pictures

If I say "Purple Lion"... you don't think of the words. You see a Purple lion. 

When trying to persuade, put what you're trying to communicate into images for better conversions.

4. Create a brand identity that reflects your customers identity. 

Your customers want to see a...

Branding is a key business skill. Learning it will make you millions.

Here are 7 branding tips that influence customers, win hearts, and make you extremely profitable:

Tip #1: Focus on first and last impression.

People are more likely to remember the first and last thing you say. Anything in between is often forgotten. Here's how you apply it: 

- Lead with strong opening titles. 

- Start and end sentences with the most important information.

Tip #2: Focus Internally First. 

This means focusing on:

- Building your Team

- Creating a thriving work Culture

- Having Standard Operating Procedures in place

A happy team creates happy customers.

Tip #3: “People don't want to buy a quarter-inch drill, they want a quarter-inch hole.” 

– Theodore Levitt.

The lesson here is that people don't want your product, they want the result of your product.

Tip #4. Create your brand identity around a lifestyle

It might look like brands like Nike sell to everyone....

Here are my top lessons from working with an 8 figure startup part 2:

1. Starting your own business exposes all your flaws. 

Growing your business requires self awareness: 

- Drop your ego. 

- Acknowledge where you're wrong. 

- Become better to grow personally and profitably.

2. Unstoppable businesses have a vision, plan and discipline. 

- Know your destination.

- Show other's the map.

- Put in the work to get there.

3. Always test your startup idea, use these three questions: 

- What is valuable? 

- What can I do better or different? 

- What is nobody else doing?

4. The two most important things when creating a new product/service are: 

- Customer Pain 

- Customer priority 

Most startups are great at solving existing problems. What they fail to address is whether those problems are a priority for the customer.

5. Great businesses don't exist without understanding psychology. 

Study these principles to 10x...

If I were to start over, grow a 170,000 audience, and work with thousands of customers. This is what I would do:

1. Identify my early adopters

- Identify the key problem I solve

- Identify who struggles with this problem

- Build profiles for different categories of people

- Rank each category

- Define who struggles most

- Conduct a survey to validate high value targets

2. Identify a key network of people to help build my business

1. Public Speakers

2. Lawyers 

3. Investors

4. Finance Advisors 

5. Designers

6. Copywriters

7. Marketing Experts

8. Software engineers

9. Sales experts

Your Network is your Net Worth.

3. Document every process early 

This will help me document every successful operation inside the business to continue generating results: 

- Get a project management software

- Map out what tasks need to be done

- Define clear steps

- Assign who needs to do it

- Set deadlines

4. Develop a Powerful Brand Voice

To do this I'd need to:

- Have a stance.

- Be...

1. Irrational Value Assessment: 

The Starbucks Effect

 When people see a high-priced item, they automatically assume it’s of a higher quality and more valuable than something that’s cheap.

 Example: Starbucks charged more for what used to be cheap and dressed it in a premium customer experience, with nice tables, good music, and friendly baristas.

2. FOMO Keeps Customers Coming Back

 The psychological pain of losing is twice as powerful as the pleasure of gaining something.

 FOMO gets customers into the store and makes them feel like they’re part of something exclusive and special.

 Example: Seasonal drinks that happen only at Christmas

3. Removing Friction: Starbucks Used Psychology to Create a Habit

Remove as much friction in your customer journey as possible. Make it so easy to interact, buy, and gain access to your product. 

Example: Their app removes two of the biggest pains from getting coffee, waiting to pay and waiting to...

1. Focus on a niche

Niching allows you to avoid competing against huge players that already dominate the space

Appeal to a smaller focused market segment

Consider how you can make your product or service more bespoke

Don't compete, infiltrate new opportunities

2. Use Luxury positioning

Positioning is how your brand is perceived in your customers mind.

What makes your product or service different?

What makes the experience different?

What is different about how tou make customers feel?

3. Attach Symbolic Value to Your Products

Expensive brands give their brand meaning. Often in the form of emotional value, or expressing a buyers status/role in society.

Connect your brand to an idea/even a cause that means a lot to you

4. Use Exclusivity

It should feel like a gift to even get the opportunity to buy your product. Expensive brands limit what they have to offer.

Limit quantity to increase perceived value

Limit who you serve to create loyal fans

Limit when you sell an item...

Many new businesses try to get in front of too many people...

 This is a mistake

A message that speaks to everyone has your audience looking like: 

 

When you try to reach everyone, no one feels spoken to.

 

Instead:

Define ONE person and address them in your marketing message >>>

Prompts to define your ONE ideal customer:

• What is your ideal customers current situation?
• What is their dream state?
• What is the unknown part of the problem keeping them from their dream state?
• How does your product/service solve their problems?
• How does your product/service carry them to their dream state?

One message that resonates with 1,000 customers is more effective than a thousand different messages that reach none.

The best way to attract premium customers

1 Start with one customer

2 Know what their life looks like

3 Know what they aspire to achieve

4 Position your product as a bridge. By using marketing yo communicate your brand takes your customer from current...

This has guaranteed me an average of 87% closing ratio!

9 out of every 10 deals is mine

Many people start their conversations with a 

'Hey, what's up, this my offer'

Other people start their conversations talking about the weather...

Unless you are selling them an umbrella... save that one for later!

Both of these ways will lead to a 'No, thank you'.

Your prospect cares about unique treatment & understanding, not generic scripts & salesy techniques...

Step 1

Build rapport the right way!

• Instead of talking to a common for all people topic (the weather), find a unique interest you share with the prospect & an opportunity to complement them!

'Jamesss, did you catch the football game yesterday? - Man, I told you we were gonna win'.

'Elle, before we dive in, that post you made yesterday... WOW! - It was amazing!

Step 2

Transition into business.

• Making the prospect talk about something they love, before talking about something more serious, opens the door to their...

1. Apple Marketing Strategies Appeal to Our Emotions

We use products like iPhones to signal to other people "who we are". 

Psychologists call this behaviour “self-signaling” and it’s an incredibly powerful marketing lever. 

2. Apple Believes in Simplicity

The iPhone is shiny, sleek, and perfectly proportioned.

Its minimalist design and product-focused marketing are a sensory experience created to drive desire for the iPhone. 

It’s down to a psychological principle called the Simplicity Theory. 

3. Masters of Status

The combination of innovation, style, and desire makes the iPhone a status symbol.

Trying to attain status is a powerful driver of human behavior. 

4. We Want What We Can’t Have

Apple knows that the psychological and economic principle of Scarcity is a powerful driver of desire, so they stoke the flames of doubt in their biggest fans.

5. The Psychology of Price

 Price is one of the indicators that something might...