0056: An Easy Way To Avoid Confusing Price With Value

Raw transcript:

like you i’ve purchased many things in
my life
that are expensive
or cheap
and i’ve questioned why they’re priced
the way they are and i’ve found that
usually when i’m in that position
it’s because i’m trying to determine
whether or not the value
matches the price
and i have an easy way of keeping those
two things straight because if you get
them confused
it can be a problem and i’ll show you
how in this episode of the vo heroes
podcast
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i sell
a couple of very expensive training
programs they’re very comprehensive
they are filled with value but they are
expensive
and i also promote training programs
that i find valuable that other people
have
like jim johnson’s uh the accents class
um
jody bentley’s stuff
michael kostroff’s
audition psyc101
and
i often will get
replies to emails that i’ve sent out or
things that i’ve posted online calling
out the price of something and
immediately
adding exclamation points and you’re out
of your mind you know 197 dollars what
or three thousand dollars what the hell
uh or
i’ll get a response that says wait a
minute 99 for the whole year
really are you sure
and all of those things whether the
price that people see
is higher than they expect
or lower than they expect
is often a disconnect between what they
perceive as the value of something
versus the price of something
and i get that sometimes you just simply
can’t afford
you know something that you want and so
you go yeah yeah that’s out of my that’s
out of my budget but when you question
the price it’s usually because the
person that’s selling it to you hasn’t
done a good job of explaining the value
of the product if they have
then
you likely won’t push back on the price
if that person has done their job well
in pricing the product let me explain
so
vo heroes
when it’s open for registration it’s
three thousand dollars a year as we
record this that’s the price that it is
and a lot of people are like you’re out
of your mind
you are crazy
and usually it’s because
those people haven’t looked at what they
get for the 3000 it’s just that sticker
shock
of 29.95
and
nothing can be that valuable well
you know it depends
if you’re interested in what vo heroes
does for you
which is training you how to be a voice
talent and the equipment that goes with
it all you know all the things that go
with it if you look at the value of it
all of a sudden the price makes sense
it takes a year to go through the
process
uh it’s filled with uh components that
really add to your ability to be
successful as a voice talent and when
you compare it with other options like
just let’s say you go to college
and take voice over or performance
price a college year how much does that
cost you
or
what would you spend if you took
all of the individual courses that are
included in vo heroes and bought the
equipment and
the point is once you examine
the value of something
the price tends to make more sense
and this works in the opposite direction
too i’ve used this
uh this example many many times if
somebody
wanted to sell you a vintage beautiful
uh sports car you’re really into
you know an old jaguar and you really
wanted this jaguar and their asking
price was 200
for what looks like a mint condition
you know 1975
jaguar whatever you have your eyes on
right what’s your first response well
200 what’s wrong with it there’s got to
be something wrong with it and it’s
because there’s a disconnect between
what you perceive the value should be
and the price that someone’s asking i
had this happen with with michael
kostrov recently because during his
launch
um audition psych 101 which is a four
hour long series of
22 lessons
the value of which is making you much
more uh much more capable
of
engaging in the audition process in a
way that doesn’t drive you crazy it’s
just it’s an amazing tool that helps you
be better at an act as an actor
there were people that immediately
rejected 197
or 195 dollars
as too much
and they were equally
uh people who were saying are you sure
that’s all it is
you know
and part of that is
you know making sure that people
understand the value of what that
particular course provides
so
here’s a phrase that you can use
to remember this when you feel yourself
getting in that situation where you’re
like
i have no idea
why this price is what it is it’s wrong
there’s something wrong with it it’s too
much or it’s too little try this
price is what you pay
value
is what you get
and if you get
more
than what you’re paying
and i mean really expose yourself to
what you get
and what you don’t get because there are
some things that are really inexpensive
that look like they’re a bargain but you
don’t really quite get much for it so
just be careful about that
price is what you pay
value is what you get compare the two
before just knee-jerk rejecting what a
price
represents right
compare
and see if that keeps things straight
price is what you pay value is what you
get i hope that helps tell me uh if
you’ve had that experience before and
what you’ve done about it and how you’ve
you know is it the seller’s problem for
not
making sure you understand the value of
what you’re getting who knows let me
know in the comments below if you have
any reaction to this i’d love to know
i’m david h lawrence the 17th i thank
you so much for watching and i will see
you in the next episode of the vo heroes
podcast
[Music]
you

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