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this week's Marketing
Mental Measuring Stick
Years ago, a
portrait photographer was having
trouble making ends meet. Her
Small Business Development
Center mentor showed her the
math: Her fees were too low.
"But how can I charge more than
I'd pay for a family
portrait?" she objected.
It's a prevalent pitfall:
Sticking a lid on prices because
of your own habits, which don't
necessarily match others'.
Holding yourself as the sole
reference point can sabotage
you. Instead, look for other
evidence. Run tests.
The same goes for deciding which
features to include in a
product. What you adore
shouldn't be the touchstone. A
Colorado blogger called "Mr.
Money Mustache" confesses he
made this mistake when he
renovated a house for resale in
2007 according to his taste for
huge windows, exposed beams,
welded steel and
floor-to-ceiling stone tiles.
"Customers at the time were
looking for Victorian-themed
homes with enough bedrooms for
their kids. They didn't care how
many square feet of South-facing
glass a house contained," he
rues. It took eight years for
the right buyer for that house
to finally show up!
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