Clayton Makepeace has released the latest issue of ‘Total Package’. The featured article by Troy White is titled Does Your Package Get Praise or Make ‘em Puke?”. [‘Entrepreneurship’ Article]

Clayton Makepeace has released the latest issue of ‘Total Package’.

The featured article:

Does Your Package Get Praise or Make ‘em Puke?

by Troy White

Fellow Business Builder,

Nothing beats a great product bundle and package.

But how does it reflect the price point, and the perceived satisfaction level?

Think about this …

We have two products … near identical price.

Both could easily be used for gifts (one of them actually was a gift I received over Christmas).

Both are right in the $150 – $175 price point.

One has a cool sounding title, a mysterious aura around it, and holds great promise.

The other is an unusual bundle that you won’t find elsewhere in your city.

Package A is what I got from Christmas. I have always been fascinated with magic and illusions. My wife, Kari, saw this little ‘gem’ in a shopping mall before Christmas. The package is slick looking, the demos were fabulous (she also said they were good looking guys selling the bundles, which I think persuaded her to buy more than anything, just saying).

Price – $150

My reaction:

  1. “Ohhh … this looks cool.”
  2. “Couple tricks and a DVD … hmmmm.”
  3. “Sorry dear – I think you got scammed! There is about $7 worth of product here (plus a DVD) – I bought this stuff before and it was less than $10 at a magic store.”

Now, we laughed it more than anything. She realizes it was the flashy package (and the good look guys) that sold her on this. It seriously was $25 at most worth of products with the DVD, and a really nice box.

Package B is what we are giving my father-in-law for his 70th birthday. He is a tough guy to buy for.

An avid golfer – but has every club, shirt, shoes, etc that he would ever want.

A retired entrepreneur (well – not really retired completely, still tinkering on his next invention – his past ones did him very well).

Computer buff – but doesn’t like the ipad (loves the Android phones and thinks the ipad is only for games – I disagree and love the ipad). Loves good wife and good food.

The natural gift idea we decided on? Catch a Piece of Maine! I have written extensively about this interview I did a couple years ago – even summed up the most important lessons into this report.

This is a GREAT example on how the right package, combined with some story elements can sell products at a high price, AND leave people telling all their friends about the incredible experience they had.

Picture this …

… It’s my father-in-law’s birthday. He knows there is a surprise coming for dinner. He is thinking a night out – maybe a nice dinner at home or something.

Instead, the door rings at 4:00 and the Fedex guy hands him this styrofoam cooler – “Gift for Bob here”.

He brings it into the kitchen, opens it up, and the first thing he notices is a picture on top …

… a picture of the actual lobsterman who caught his fresh (still live) lobster with a sign in his hand. The guy is standing on his boat, with lobsters at his side, and the sign says “Happy Birthday Bob!”.

Cool so far.

He looks inside and sees the lobsters, the mussels or clams, the deserts, the lobster bibs and crackers.

… not long after he sits down for a lobster feast thinking about how he is going to brag to his buddies at the golf course about his “private” lobsterman.

And he does.

To ALL of them. And they all hear the story – and want their OWN lobsterman!

So they go back to Catch a Piece of Maine and either join their membership club (which I wrote about before), or buy one of the one-off bundles like this.

So what is the lesson here?

Two products.

Same price.

One left my wife feeling ripped off.

The other will leave my father in awe that he had fresh lobster shipped to him for his birthday with a private note and picture from his lobsterman.

This is absolutely no different than any other business.

The way we package our products and services up.

The personal look and feel.

The extra touches that go far beyond what was expected.

… and an AWESOME story to share with friends and family.

That is what each and every one of us needs to be striving for in 2011.

Stepping up and beyond what is typical in our industry.

I challenge you (and myself) to step up this year.

… Do bigger and better things with the way we sell our goods.

… Build in stories into every element of our website and sales pieces.

… Find ways to make it easier for people to tell the story.

… Personalize things more.

Look at what the others in your industry are doing – and ask yourself how you can double the perceived value.

It doesn’t really take that much – most don’t try at all.

And I encourage you to step it up a notch, or ten.

Two products – same price.

One felt like a rip off.

The other felt very unique and special.

Which do you want to be selling?

To your success,

Troy White

Editor, Small Business Mastery

Supplement to THE TOTAL PACKAGE

Troy White is a top marketing coach, consultant & direct response copywriter based in Calgary, Canada. He has a powerful approach to growing small businesses and entrepreneurial run ventures on a budget. His FREE Cash Flow Surges newsletter shares tons of great strategies.

He also publishes the incredibly powerful Cash Flow Calendar system that gives you daily, weekly and monthly marketing ideas to promote your business and stand out from the crowd. Click here to get your free tips for growing your business!

Attribution Statement: This article was first published in The Total Package. To sign-up to receive your own FREE subscription to The Total Package and claim four FREE money making e-books go to www.makepeacetotalpackage.com.

The Total Package

*IMNewsWatch would like to thank Clayton Makepeace for granting permission to reprint this article.

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