I’ve been told that, Peter Barlow, one of the characters in Coronation Street, has had a bet with his partner that he could ‘trade’ his way up to a motorbike that he wanted.
What this ‘trading up’ entails is that he would swap items with other people for something of a higher value.
You start by offering something small and cheap and swap your way up to an expensive item. I believe he started with a food item like a sausage roll.
Obviously, trading down in value seems a daft thing to do, but value is subjective and relative and the people Peter swapped with wanted the thing he was offering more than what they already had.
It’s the old story of how a thirsty person who is desperate for water would pay a small fortune just to get a drink.
I’m sure you know the line from Macbeth:
A horse… a horse, my kingdom for a horse!
When someone really wants something, they will hand over a lot of what they already have, but do not need, to get it.
A person who wants to escape with his life, swapping his kingdom for a horse would make sense.
It wouldn’t make sense if a wealthy person who didn’t fear for their life offered to swap his kingdom for a horse when he had no need for one.
Anyway, back to Coronation Street, Peter Barlow managed to swap a broken iPad for the motorbike he wanted.
But the reason why he managed to get the bike so cheaply and easily was that it was stolen and the guy dropping it off had spotted a policewoman approaching and so he panicked, gave Peter the keys and ran.
And as you can imagine, it doesn’t stop there. Being given a stolen bike will lead to more drama and mirth… I assume.
I’m not going to suggest that you start swapping sausage rolls and try to trade yourself up to your dream car, but what I do want to say is that people will exchange a lot of value for something they desperately want or need.
And what people want or need, is not necessarily a product, it is an outcome.
The dehydrated and dying person needs water to survive… but their motivation is their desire to live.
Survival is the outcome they want most, water is the tool to deliver that outcome.
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Today money is mostly used for the exchange, and that is where the value comes in.
As I say, value is subjective and relative. Two items can have completely different values to two different people.
To a starving lumberjack, a loaf of bread is incredibly valuable, but to the baker it is worth pennies.
The baker, who needs wood for his ovens, would find the stack of fire wood the lumberjack has, very valuable whereas to the starving lumberjack, it has little value at that time.
To the person receiving, the value is greater than what they pay for it. When you can do that, when you can give someone more value than what the pay, you can make a lot of money.
You may give them a lot of value for the money they give you, but as strange as it seems, they actually give you more value back than what you gave them in the first place… from a personal point of view that is.
Using the modern online video training course as an example, a person may pay you £497 to access a series of videos which helps them to earn an extra £20,000 a year.
That money is life changing. It may even save one or two people’s lives.
Those videos are more valuable to them than the £497 they paid you.
To you, the course that you sell for £497 is an extension of what you know and took a day to create and get online, is worth less than the £497 someone has paid you to access it.
Value is determined by how much a person needs the product or item.
Their perception of what the product can do for them is a big factor on how someone values a product.
To a person wandering a desert loss and about to drop from hunger and thirst, they would happily pay a kingdom for a bottle of water, a sandwich and a lift to the nearest town.
Before you email me saying that I am encouraging people to take kingdoms from desperate and vulnerable people, I am not. I am merely pointing out how people determine the value of things.
If you do insist on taking a dying man’s kingdom in exchange for a bottle of water and a sandwich, that says a lot about you as a person.
He may willingly pay it, but that doesn’t mean that it is right to take it. Half of his kingdom perhaps… Joking! 😊
People today may not desperately need water or food – well, looking at the shelves in the local supermarkets here in Britain, it might soon be the case – but they do desperately need life changing information.
Information can have a higher value because it helps people to change their lives as in the previous example of the video course priced at £497.
Water will stop a dehydrated man from dying.
Food will stop a starving woman from dying.
Information will help a poor and struggling person to leave poverty and struggling behind.
Information can help a person change jobs and current circumstances which for many people can actually save their lives.
Even if it doesn’t actually save a person’s life, to someone whose life has been changed for the better after purchasing specific information, it will feel like it has.
Selling information is a fantastic way to make money, people have been doing it for hundreds of years, and they will be doing it for many more years to come.
If you would like a slice of that multi-billion dollar pie, go to:
The 30 Day To 30K Challenge
Kind Regards
John Harrison
PS… There are no limits to how many information products you can create and sell.
A portfolio of products means you have a greater opportunity to earn more. Sell premium priced products and you can make more money selling less.
Here’s that link again: