Kevin, You Don't Get It

We'll see the body of an email that looks like this ...

... and I get grumpy. Fed up. Tired of the non-stop discounting.

That's when you, the avid reader, elect to send me a message.

• "Kevin, you don't get it. This brand never intended to sell that item for $100. Cost of goods are just $30, so it is their intention to sell the item for anywhere between $50 and $70 and they're still making between $20 and $40 of profit. They're the smart ones, Kevin. You just don't get it."

Do you honestly think "I don't get it?"

Oh, I get it.

There are many different ways to sell something.

In this case, there are two really clear choices.

1. Convince the customer that what you sell is better than anything else so that the customer is willing to pay a premium, allowing you to maximize profit.
2. Gamify the system because you now that what you sell is average or lousy. Create a game. Attract customers who love games.

In (1) you end up with customers who are passionate about the products your brand sells.

In (2) you end up with customers who are passionate about games.

Which customer would you prefer?

I'll take customer (1) every day of the week.

I get it.