Update: At a recent party I met a charming couple, Gian Mariano Benzone and his wife Paola, transplants from northern Italy since 1994. They brought a holiday pannetone with a sweet white sauce that is baked only around the Christmas season. I was the first to try this holiday bread. It was spectacular.

Paola recommended the best, made-from-scratch gelato found in San Diego's Little Italy. Gian Mariano spoke about Italian restaurants. Both have a love affair with vino.

They spoke about the rare regional dishes in Italy that are unknown to the outside world. In the past, northern Italians were more prone to serve risotto than pasta. Flavors and spices can vary from one town to the next. Did I mention they both love vino?

I had a wonderful conversation with the Benzones. They spoke with a passion and zest for life. What are you passionate about that you want to share with others?

Feature Article: Champagne for the Price of Beer

Subscribe: Sign me up for this e-zine and qualify me for the 5-week Secrets to Website Mastery e-course.

Successercise...

On a recent telephone conversation with a friend he claims he no longer sees his chiropractor as much as before. If you had met him a dozen years ago, you would have seen him making two to three appointments per week. Today he can go four, six or more weeks without an appointment.

What was his secret?

He stretches on a therapy ball. He swims laps. He pedals miles on his bike. He stays active. He realizes by staying in motion he can push pain into a corner.

Can it be this simple? Yes. But it's not that easy.

Making and keeping an appointment was easy. Having the chiropractor manipulate his spine was easy. Paying the bill was easy. Yet this easy cycle continued for years: pain — chiropractor — release of pain.

He decided to do something different. He decided to take control. He decided to break the pain cycle.

He showed me anyone could break any difficult cycle by deciding to focus their mind and body on it. He did the research and replaced his neutral-results habits with proactive actions. His success and healing can be attributed to his willingness to explore other options. That was a valuable lesson in a nutshell.

Champagne for the Price of Beer

Dear Associate,

"British inspired clothing for generations has been the gold standard for men's fashion. T. Harris brings that inspiration to the finest store in America."

That was the motto printed inside a folded tag, looped by a yellow string, attached to a small circular tinny placement displaying the British flag, tied to the article of clothing, and neatly displayed on the retailer's floor.

This tag increased the perception the clothing was somewhat special. It stood out. It was classy. It was unique. And if you wore this item, it seemed to suggest people will treat you with more dignity, respect and hold you in high regard.

The bottom line: Did the motto persuade me to buy T. Harris clothing?

No, not at all. The motto gets points for being a pleasant read. Tasteful. And warm. But I made my purchasing decision from other factors.

1) The burgundy polo shirt felt baby-soft and super-smooth. You could run your hands on top of it for hours. It had a luxury feel you rarely get from the average polo shirt.

2) The champagne slacks made the perfect combination. It's silky-smooth fibers, double-pleats, and cuffs gave it an air of distinction. James Bond: eat your heart out.

3) The shirt and slacks were about half off retail. They didn't require dry cleaning. Then there was another store discount on top of that. It was hard to say no.

4) The sales rep on the floor was extremely helpful. She loved the combination I chose and offered a helpful hint for laundering them. She wasn't trying to sell me as much as inform me. In fact I have never noticed any rep trying to be overly helpful.

At this point I was ready to flip out my credit card. The extreme value, luxury looks and personal high approval of the store sold me. I became a happy customer. This was a classic case of being served champagne for the price of beer.

On the other hand, what if it were impossible to lower your price? That original Ming Vase in your entry way is a little too upscale to sell on Craigslist. How can you persuade your prospects they're getting champagne for the price of beer?

When you market to your prospects, your database, or your customers — one of the most effective ways to sell more product or programs without lowering your price is to raise its perceived value. Several ways to handle this is to give your product a fancier name, include illustrations of customer benefits, and/or a story of how this will solve their problems. Consumers want and need pertinent information in order to make a better-informed buying decision. If you give more, you'll receive more sales in return.

Warm regards,