A product’s or service’s value is extracted from the story you are sharing. It’s the reason why someone pays $400 for a Gucci Vintage T-shirt… high quality Italian fashion, with a 97 year history (history of mishaps and triumphs, classic and contemporary, high end and street wear).
Instead of starting with price, you start with story. Start with why you got to where you got to, why you believe so much in what it is you are providing, why it’s different to anything else on the market, and why would the customer would value the total experience.
See below an example of a mix of blended herbs, also referred to as edible intelligence, that claim to help combat stress and promote positive moods, and a brand of water that plays it different in a commoditised water market.
As a consumer, you read and feel the story, you look at the packaging, consider the promises, think about what’s different about it to other products on the market, you consider trying it out and see if it works, and then you look at the price, and think, wow, well it isn’t cheap, which supports everything I was thinking up to this moment, if anything it has increased the value I place on the product. Because the value isn’t about the herbs or the water or the t-shirt, the value is about how it makes me feel. How I feel when I purchase the product, take it out of the box, try it for the first time, tell people about it, post it on social, use the product, go back in the store / online to repurchase, become a regular customer…
As a consumer you never about price being a starting point for the people who are behind the brands you love. They are into what they do. You believe that they are creating something outside the price game. They are creating something that they themselves love and hope you will love too.
In business we can sometimes forget that we have a story. A story that is unique to us. We can become focused on what we have to do and forget why we do it and forget to tell people why we do it. You may think they are not that interested, but people buy stories, they buy stories they believe, stories they admired, stories that make them feel something. They buy your story because they want your story to be a part of their story.
Brain Dust (Edible Intelligence™)
42.5grams of Brain Dust contains: Lion’s Mane Mushroom Extract°, Maca Root Extract°, Astragalus Root Extract°, Rhodiola Root Extract, Ashwagandha Root and Leaf Extract°, Ginkgo Leaf Extract, Stevia Leaf Extract (Reb A)°.
You pay $38 per jar.
14 serves per jar. One jar would last you up to 3 day if you dust between 2 – 3 times per day, with 1 -2 servings of dust at a time.
What will it do for you: Help combat the effects of stress to align you with the cosmic flow for great achievement.
Contains ingredients with proven benefits (not evaluated by the American food and drug association):
- Helps enhance focus and mental stamina
- Helps promote mental clarity & concentration
- Helps promote a positive mind and mood
- Helps to alleviate the effects of stress and tension
How long does it work it’s magic:
Acute benefits of the dusts are usually felt 15-20 minutes post-consumption, whereas long-term benefits are typically seen after 2-3 weeks of consistent use.
Frequency H2O Water
A water that will help you to raise your vibration. Described as a fusion of science and art.
An Australian premium natural spring water sourced from a protected aquifer in remote Northern Queensland, containing a rare abundance of minerals and naturally alkaline at pH8. Requires no micro purification.
It is put through a trade secret two-stage kinetic energy process and infused with a blend of Solfeggio, sound and light frequencies. The process enlivens the molecules producing noticeable texture, softness.
You can pay $7.20 for a 1 Litre bottle.
I can confirm that the taste of this water is different to any other water I have tasted. The texture is definitely softer.
Business Take-Out: How can you use story to drive value in your business, brands and products?