N°14 - Is Your Marketing Unknowingly Coded for Survival Buyers?

00:00:13: Welcome to the Premium Way podcast.

00:00:16: A space where premium is not reduced to aesthetics or price tags but understood as identity, a way of life.

00:00:24: In here we operate at the intersection of psychology perception strategy leadership and the invisible signals that decide who gets chosen trusted and remembered.

00:00:39: Our philosophy did the stereotypes Ditch the idea that premium has only one face.

00:00:47: Premium was never meant to be sterile, it was meant to rich in character reflective of your true core and your dream buyers' deepest desires Like a finest wine layered complex unique unmistakable.

00:01:04: those who know what they are tasting refined without losing its edge Unafraid to be different and impossible To confuse with anything else.

00:01:17: This is the room where The Ordinary stops applying, this Is Where Standards Are Set Not Followed And Where Premium Stops Being Something That You Chase And Become Something You Embody!

00:01:32: This Is Your Permission Slip To Succeed Your Way.

00:01:36: I'm your host Yasmin... ...and THIS IS THE PREMIUM WAY.

00:01:46: Not every client is looking for a lifeboat.

00:01:50: Some are looking for yachts, and that's the thought I want to explore with you today because i think huge amount of marketing as far as I saw it in this past decade or being in business even marketing that claims to speak too high caliber premium or sophisticated buyers still fundamentally coded for survival deepened today.

00:02:17: Because I saw a woman posting on threads and she said something along the lines of, And if you don't know this about me, I have a slight obsession with interior design.

00:02:46: In my first apartments when i moved to Dubai ,I worked with an interior designer who also specialized in feng shui and those two things the post-about-the-retreat and watching people pay someone to beautify their already very beautiful homes brought me back to something...i've been thinking about four weeks.

00:03:07: Not every client is in survival mode.

00:03:14: Some people invest because they want their life to become even more beautiful, They don't need to be rescued.

00:03:25: They want to luxuriate, they want to bless out... ...they want to be surprised!

00:03:31: They want access to a level of precision beauty proximity or transformation.. ..they could not create alone or simply don't want too.

00:03:41: Because let's be honest I did NOT hire my interior designer because i was incapable of selecting pillow covers myself.

00:03:50: I could have decorated the apartment, chosen all of furniture.

00:03:54: Could've measured everything and spent months selecting All pieces and researching where each piece should go or just winged it...I would probably created something perfectly decent but.. I didn't want perfectly decent.

00:04:11: Hiring her confirmed that woman i knew had become Having someone design my space in alignment with that woman felt like an obvious thing for her to do.

00:04:23: I didn't even think twice about it.

00:04:25: I Didn't Do It For Instagram, i didn't need anyone else To Understand My Decision?

00:04:30: I just wanted it!

00:04:31: It Felt Luxurious, it Felt Good and That Was good enough for me to put decent money on the table.

00:04:38: She didn't have to convince me of the value of interior design.

00:04:42: she didn't Have to write twelve paragraphs explaining why my life would remain unbearably painful if I continued choosing My own cushions, i was intrinsically presold before I contacted her.

00:04:59: and So is your buyer.

00:05:02: But then, your buyer arrives in the world and you immediately begin explaining why they should invest.

00:05:09: They come into a profile maybe intrigued by their branding but what they find is so much explanation, so much objection handling when objections haven't even been put on that table!

00:05:21: You tell them how quickly the offer will pay for itself...you only need to sign one client.

00:05:29: you emphasize how affordable the monthly installment is.

00:05:32: You answer objections they haven't made and neutralize risks that they have not even perceived yet, And then suddenly after feeling intrigued by your over all look & feel They think oh maybe I don´t belong here?

00:05:52: Then leave because your language suggests that the person this offer was built for needs far more convincing than they actually do.

00:06:02: And so much marketing is still coded for the bottom of the pyramid, The Pyramids Of Needs, the Hierarchy of Needs as per Maslow and the underlying statements and messages in your messaging and your contents In the way you price Your Offices ,in the Way You Design Your Office are.

00:06:19: fix This Immediately.

00:06:20: Stop Struggling Heal What's Broken Escape The Life That You Dread.

00:06:24: And even when you don't say those things verbatim, the underlying assumptions remain.

00:06:31: They are lacking.

00:06:33: they are desperate...they won't invest unless the problem is painful enough!

00:06:38: ...They surely cannot afford the full investments.

00:06:43: They need to know precisely how the offer will generate a financial return before they're allowed to desire it.

00:06:50: and Those assumptions are felt.

00:06:53: They run through your messaging.

00:06:55: You offer design, pricing and sales process And then you're surprised about who you attract or don't attract Who actually fail to attract.

00:07:04: based on that I can already hear someone saying and objecting Yes this is me assuming Based on experience But Yasmin!

00:07:15: I've done the messaging programs, i'm speaking to high caliber bias.I call them powerful and iconic.

00:07:22: my copy says this is for established entrepreneur but you can say they are premium.

00:07:32: does your output reflect that?

00:07:34: You truly deeply assume because your assumptions show up in what you rush to neutralize The price before even object the risk before they even hesitate, The ROI Before They Even Ask.

00:07:49: The payment plan because you already assumed that they wouldn't consider paying in full anyways.

00:07:55: Your pricing language your offer design language may be telling a completely different story from your front-facing positioning and That's A Gap!

00:08:04: That's a Gravity League!

00:08:05: That is a Coherence & Congruence League that repels premium buyers.

00:08:10: Maybe you explain that the offer only needs to bring in one client, pay for itself before they have even questioned the price or before they've indicated that they need a kind of guarantee.

00:08:24: Maybe you lead with the installments before stating full investments?

00:08:29: Maybe every time you offer a discount do you want it more accessible because money is tied into this economy!

00:08:38: And I want to be nuanced about this.

00:08:41: None of these individual choices are inherently wrong when we look at them in an isolated way, but it's different in a contextual way!

00:08:51: I personally offer discounts at times and payment plans.

00:08:56: Discounting something does not automatically make it localeable and offering a payment plan doesn't make your offer less premium – offering flexibility is the problem.

00:09:06: But there is a difference between accommodating a buyer's choice and building your entire sales process around their presumed incapacity.

00:09:17: It's not the option, it's the assumption!

00:09:21: Do you present paying in full as the natural standard?

00:09:25: And then offer flexibility?

00:09:27: or do you lead with the payment plan because you cannot imagine that they might simply pay?

00:09:32: Pay in full, pay on this spot.

00:09:35: Are you surprised when they pay in full?

00:09:37: That tells us a lot too.

00:09:40: Do you offer a desirable private opportunity at a preferred rate, or do you immediately attach this count to the story about how your buyer probably can't afford an original price?

00:09:54: Do you explain that ROI because it's relevant?

00:10:01: Or are you frantically manufacturing enough justification to make the investment feel permissible?

00:10:09: Those differences are subtle, but premium positioning lives in subtlety.

00:10:17: The elevated buyer doesn't necessarily need a more painful problem – sometimes they simply desire a more exquisite experience!

00:10:27: And that creates an uncomfortable identity question for lots of experts, coaches and service providers….

00:10:33: Who are you when your client doesn't need rescuing?

00:10:39: When they don't arrive, collapse, confused or incapable.

00:10:43: You cannot prove value by pulling them out of the muds!

00:10:47: When they do not need to save their business fix life and convince them finally believe in themselves Can we still trust our work when refining something that is already good When you beautify something that is already functional, when you amplify someone who IS already successful.

00:11:09: Can you let elevation be valuable?

00:11:13: can You Let Pleasure Be Valuable?

00:11:15: Can You Let Desire Be Enough?

00:11:19: Because ultimately YOU choose YOUR VIRE!

00:11:24: You are not predestined to work with those in survival.

00:11:28: You ARE ALLOWED TO BUILD OFFICE THAT BEAUTIFYSOMEONE'S LIFE.

00:11:33: You are allowed to sell elevation without manufacturing an emergency.

00:11:38: you Are allowed to serve the person who doesn't need a lifeboat and would simply enjoy A much more extraordinary art.

00:11:47: But first your marketing has to stop speaking To the person that you pessimistically believe is most likely to buy And start speaking to The person, you actually desire to work with and recode yourself internally as well to not assume, twenty-four seven that people are broke.

00:12:08: the economy is hot.

00:12:10: they don't invest in pleasure anyways.

00:12:12: we're continuously surrounded by And obviously I have it very easy living here in Dubai.

00:12:18: I see those super cars, the malls being full and people walking around with dozens of bags from luxury stores after they purchased stuff that you don't even need for a multi-five or six figures!

00:12:33: People do invest things simply for pleasure.

00:12:39: An interior design is one of the best examples for this.

00:12:44: Your assumptions determine who recognizes themselves at the entrance to your world.

00:12:51: So ask yourself, what are my marketing prices and offers coded with?

00:12:58: Survival or self-actualization?

00:13:02: And do they reflect the buyer I truly desire Or merely the buyer i've learned how to

00:13:08: convince?".

00:13:12: In that second there is a supercar engine going off next in my building.

00:13:18: And if this episode exposed a mismatch for you, Dreambuyer Portal is private one-on-one week with me designed to change exactly that and clean the mismatch up.

00:13:30: We refine the buyer who wants your world to be built around.

00:13:34: Identify assumptions keeping current clientele in place and recode entrance to brand accordingly.

00:13:41: In short position yourself as an actual person or not based on pessimism and dysfunctional assumptions.

00:13:51: You can find the details in The Show Notes, best is if you message me on Instagram with the code word dream buyer portal And we will set you up!

00:14:02: Have your walk through the Dreambuyer Portal.