Think your product isn't selling because it's too expensive? That might not be the problem.

What if I told you the price is fine, but your branding isn't strong enough to justify it?

Let's talk pricing and more importantly perceived value.

If you've ever had that gut punch feeling like, am I charging too much? You're not alone.

But here's the truth. Most of the time your product isn't failing because it costs $5 too much.

It's failing because your customer doesn't believe it's worth it yet. And that's not a pricing problem.

That's a branding problem. In this episode, I'm breaking down what separates brands that charge

premium prices and convert versus the ones who race to the bottom out of fear. Price isn't the

problem. Perception is. People don't buy based on price. They buy based on perceived value. When a customer

sees your product on Amazon, they do a quick mental math equation, asking themselves,

does this product look worth what they're asking? Do I trust it? Can I imagine using it? Do I feel

any type of emotion when I see it? If those questions are not answered,

they scroll on. Even if your price is fair. Probably the best case study in business history

for a brand that was able to successfully premium price a commodity product is liquid death.

Liquid death started out selling water, the most basic of commodities out there, in a can for two to three dollars. That business idea sounds

almost as crazy as getting in a car with a random stranger to catch a ride somewhere.

Liquid Death was competing against free tap water and 15 or 25 cent Costco bottled water.

But their brand story, humor, social content, and packaging say this is for misfits who

don't want to drink like a normie.

They are not selling water.

They're selling identity.

And in 2023, Liquid Death hit $263 million in revenue.

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