Johnny could barely contain himself. Tyler too.

Thousands of cars were neatly arranged in pre-marked rows, just as they always were. We must have walked past 100 already as we drew near to the iconic gates. Just 9am and you could already feel the heat coming off the asphalt.

It was clear there would be some time spent waiting in the hot Florida sun before we could enter. But it would be worth it. The boys had been waiting for months already.

Finally, we got our turn at the booth.

“That will be $428 sir”, the fresh-faced young lady said with a smile.

“My gosh, $428 for a roller coaster ride and a parade?”

“No sir, it’s for entrance to “The most magical place on Earth!”

If you’re keeping the price of your soap as low as you can so people who compare it to the dollar-a-bar, store-bought kind will buy it, you’re barking up the wrong tree Rover.

Lowest price is a race to the bottom. You’ll be out of business very soon.

Stop selling SOAP.

There are 100’s of products that can easily and cheaply be plucked from grocery and department store shelves which will wash away odor and grime.

You can’t compete with that.

Be like Disney instead. Sell the experience!

Sell the luxury of all-natural, hand-made soap.

Sell the exclusivity…not everyone can buy your soap. There is only so much that is made, and with great care. You want only the finest natural ingredients looking after your skin. Touching you. Right?

Sell the experience of drawing a hot bath, lit with the dim dance of candle fire. Slide into the majesty of magnolia oils and frankincense. Relax in your splendor, secure in the knowledge that only 100 people on the planet will ever have the opportunity to feel and experience the luxury of this fine soap against their skin.

“It’s OK to feel special. You are. Relax. You’ve earned it.”

Why do folks pay $100 to $1000 for perfume and cologne?

Why do folks spend $100+ for concert tickets? Clearly they’re not paying for that small piece of ticket paper.

They paying for the experience they expect to have listening to their favorite artist perform live while surrounded by 1000’s of other fans.

They’re buying the right to tell all their friends what they “got to do”. They’re paying for the experience of feeling “special”.

Why will the rich gladly pay $4000 for a dress when you would gladly go to three stores to get one on sale for $49?

How can Disney draw long lines year-round charging more than $100 per for the opportunity to enjoy their park? And then plan to easily extract another $100 or more per person once you’re inside? (Have you ever noticed that all the rides exit you to a gift store where you can part with more money? That’s not an accident. It’s by smart design.)

You are not your customer.

If you’re struggling to sell premium hand-made soap to the masses, you’re talking to the wrong prospects. You’re casting pearls before swine. You’re pushing a rock uphill.

But the rich may be looking for you!

What (why) do the rich buy and gladly spend more:

1. Premium Ingredients
2. Exclusivity – you can’t have it. Only I can. I’m special.
3. Story – something they can brag to friends about
4. Snobbery – I can’t be seen being cheap
5. Esthetics – everything looks so pretty

If you want to sell more of your fine soap, its far easier to sell it, and more of it, at higher prices to the folks who will appreciate it most.

Stop selling soap. Sell the experience.

I’m feeling sick. Too much sun, too many butter beers, Space Mountain rides, and turkey legs for this old boy. And my credit card is clearly overheating.

The kids and I will be telling and re-telling this story for years to come.

Was it worth the expense? You bet it was.

So is your soap.

Sell on!

If you need help, I’ve found 101 Ways to Sell More Soap. You can get access to that special report by clicking HERE.

Robert Schwarztrauber

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