This weekend I bought a new pair of sunglasses.
Normally, I buy a few identical pairs of $10 glasses at the mall kiosk and don’t think about it for the next six months until they’re all scratched or lost. (When sunglasses are $10 a pop, you tend to leave them in your jacket pocket with your keys.)
This weekend I blew $90 for a new pair of sunglasses. Some people may find that to be exorbitant. Others might still think I’m a tightwad. However, for me, that was a significantly higher price than I usually pay for sunglasses.
These glasses were not 900% more technically advanced than my previous pair. (In fact, they weren’t even polarized, something the $10 pair were.) They didn’t give 900% better protection from the sun. They didn’t offer x-ray vision or keep my optic power beams in check.
In short, they were no more functional as sunglasses than my previous pair.
However, I wasn’t buying a pair of sunglasses based on functionality. At this point, I assume any decent pair of sunglasses are going to make it easier for me to see in direct sunlight. What I was buying was a new look. Or maybe an increased feeling of self-esteem or confidence. (Damn, am I shallow!)
When pricing your products or services, consider more than their primary function. What will your offering give to someone? Confidence? Security? A feeling of importance? The ability to fit in, or to stand out?
What is a feeling like that worth to someone?
