Marketing 102: Think Benefits

This is partly a lesson on basic economics. It explains how people want benefits, not products, and that the only reason they want money is because it can be traded for benefits. Therefore, to receive money from people you have to offer them value, that is a perceived benefit that's worth the cost. The class encourages you to think about the value you are offering and to come up with your USP (unique selling proposition). It also explains why discounting doesn't create value. 

I discuss concepts from Emerson's essay on Compensation explaining how the universe is ultimately fair. I also discuss the unique marketing challenges we face in our industry.

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