Grapes

“I’ve heard from some people that they’re amazing. I’ve heard from other people that they’re not worth the higher price.”

That’s my friend Jack, one of my roommates here in Tokyo. I’m in the living room, eating a bunch of grapes. “Try one,” I tell him.

He tries one. And he’s stunned.

“These are amazing,” he says.

In Japan, fruit is a lot more expensive than in the rest of the world. That’s because they put a lot more effort into making it.

It’s worth it. The grapes especially. They’re 3x more flavorful than any grapes I’ve ever had before. (One type of grape I tried felt more like a plum.)

Can you guess what the marketing lesson of this story is?

In case it wasn’t obvious, here’s the lesson. When you have a great product, you can charge more money.

I paid 1000 yen (about $7) for a medium-sized package of grapes today. I’m eating them right now, and I gotta say, they’re worth it.

Same goes for courses, coaching, memberships, and every other info product in the world. If you make great products — and you get a reputation for making great products — you can charge basically whatever you want.

How do you build your reputation? Simple: you make great content.

Need help making great content? I can write your content emails for you. Send me a reply if you want to learn more.

-Theo