Sent by Jonathan Stark on September 19th, 2019
Let’s say you’re planning to make a campfire in your backyard to toast s’mores with your family.
How much would you spend on a bushcraft class to learn how to reliably make campfires in preparation?
Not very much, I’d guess.
Now imagine that you’re planning to lead your entire family on a two week camping trip across a 22,000 acre reserve in the African bush.
Now how much would you pay for the bushcraft campfire class?
A heck of a lot more, right?
Definitely 10x... Maybe even 50x or 100x.
Here’s the thing...
The importance of knowing how to make a campfire when you’re ten days from civilization is significantly higher than the importance of knowing how to make a campfire when you’re ten feet from your kitchen.
Because the risk profile is completely different.
And risk has everything to do with value, and therefore, price.
Want to raise your prices?
Look for clients who are headed for the bush, not the backyard.