Making Them Believe

I worked hard and continue to work hard in exchange for opportunities, rights, privileges, benefits, privacy, and luxury that others cannot have, and I’ll admit that some of my enjoyment is fact that others can’t have it.

is really no secret that the affluent want what others cannot have. They prefer living in gated enclaves; they invest in original art and rare collectibles; they want to attend sporting events in their own luxury sky-boxes or at least ringside seats; they eschew first class commercial air travel in favor of private jets; they join private clubs; and vie to get their offspring admitted to elite, private pre-schools, academies and universities. This is motivation clearly seen at work in almost all the buying behavior of the rich. But it lives in the minds of the less affluent too, regardless of their ability or inability to indulge it. “Keeping up with Joneses” may drive much of the Chevrolet crowd’s purchasing, but a desire to get one up on the Joneses is ever-present, and can be used by astute marketers with just about any demographic group.

Dr. Brinkley’s own words, in defense of this procedure, and in presenting it to candidates:
1. The client was able to afford such luxury so why should he settle for less than the best?
2. Such human glands were certainly not easy to get but Dr. Brinkley had his proprietary sources
3. These were no ordinary human glands, but those of a healthy, virile young male
4. Did the patient really want the glands from a goat transplanted inside his body? (Yes, Brinkley was willing and bold enough to sell against his own product!)
5. Because human glands are not always accessible, the patient must be ready at a moment’s notice to make himself available for the surgery
6. This procedure using the human glands was so superior and reliable that a performance/satisfaction guarantee could be made—unheard of, of course, in medicine: a guarantee that the human glands will be of the highest quality and if there is any dissatisfaction then they patient may request a new set free-of-charge (only having to pay basic hospital costs)

there’s never any trouble selling the penthouse—especially when it consumes the entire top floor of the building.

extreme, dramatic difference between the product or service you sell to the majority of your customers and a much higher priced, exclusive, very limited in supply alternate version of that product or service offered to a discerning few, for whom price is no object in securing the best, and securing what others cannot have.

Only one person can possess it and in doing so, he possesses what many others wanted and want but were too late to acquire, or cannot afford, and cannot have.

ow let’s examine these price justification marketing points:
1. Appealing to one’s sense of ego and pride because you obviously are a man that appreciates the finer things in life and you have the intelligence and means to get what you want
2. Promoting the fact that not everyone who wants a set of human glands can get them but because you have had the good fortune to learn about Dr. John R. Brinkley, the only man around who can procure such a precious commodity, and are a discerning and accomplished and therefore affluent individual, you can

. Highlighting the exclusive nature of what the patient will receive, as in “young” and “healthy.” Also enticing the prospect with the knowledge that the words “young” and “healthy” in this context imply sexual stamina and increased sexual ability and pleasure.
4. An additional ego appeal: you’re a human male so why sink to the level of implanting something from a goat inside your body, especially in this most important region of your being? As well, talking up the medical/health aspects of goat versus human testicles being transplanted inside you. (Keep in mind that only a select few amongst the doctor’s prospective patients ever got to learn about the availability of human testicles. The majority of men were only aware that Dr. Brinkley was offering to make them whole again via a goat’s virility.)
5. Conveying excitement into the mix as in “you’ll not know when this special gift will arrive so I’ll need you standing by; ready to jump when I call.” The prospective patient lies in bed at night wondering if tomorrow will be the day!
6. Taking away any fear or concern of failure. Brinkley took away the last vestige of doubt, with a guarantee.

The answer to price was implicit: because it’s Dr. Brinkley, that’s why.

, upon citing your prices or fees to a family member or friend who questions them, your customer doesn’t automatically give the ‘because it’s Dr. Brinkley, that’s