Why You Should Make It Harder For Them

Apple releases a new phone almost every year, and when they do they increase their prices.

Why?



It’s a marketing tactic not talked about enough.

It’s called FRICTION.

Now lemme explain.

Now, most marketing books you’ve read tell you to reduce FRICTION in the sales process, remove barriers for your customers blablabla

But introducing friction into an idea has always been one of the easiest ways to build a perception of high value, scarcity & exclusivity.

It’s how you build a rabid fanbase.

It’s how women get men who are simps to do everything for them.

By making it hard for him.

It’s the same way Cults tell you to sacrifice who you love most.

When you do this, you show one thing:

You’ve replaced who you love most with the cult.

Which means they’ve achieved a top of mind position in your life, and whatever you’re asked to do next you’re 99% likely to do it without arguing.

It’s the same way we’re prone to hold inaccessible people in higher regard.

It’s why fans go crazy for celebrities.

With their star power, huge security & inaccessibility they’re not just ordinary day to day people.

(Even the 2nd Law of See Finish states that them no fit see you finish if them no dey see you at all).

Have you ever heard of the adage “Good things come to those who wait”?

It’s used to make people value things that come via hardwork, labour & patience.

Because of Apple’s positioning, an iPhone has become a status symbol.

People stay out under sun and blistering cold whenever a new release drops just to get it.

You see someone with an iPhone (in a country like Nigeria) and the first thing that comes to your mind is they’re rich.

Nothing else matters.

Doesn’t matter how they’re dressed or how they look.

A Mac user doesn’t call his Mac a laptop, he calls it a Mac 😁

POSITIONING 👌🏿

But why am I telling you all this?

You see, a course creator/digital product owner who raises the price of his course from N10,000 to N15,000 after a deadline isn’t doing the wrong thing.

If his course is good enough and the offer is crazy, it’s necessary that he introduces friction somewhere along the line.

We preach about making grandfather offers all the time, but sometimes make it harder for everyone to get in.

Those who eventually get in will love you for it.

That’s why people say Apple is a cult.

Maybe it’s true, maybe it’s not.

But I hope this helps you.

– Uche

Uche Okoro

Writer. Sales & Marketing. Business & Investing Afficionado.

Leave a Reply