“Every great brand
(even those with low prices)
is known for something other than
how cheap they are.
Henry Ford earned his early success
by using the ideas of mass production
and interchangeable parts
in a magnificent race
to the most efficient
car manufacturing system ever.
But then, he and his team learned that
people didn’t actually want the cheapest car.
They wanted a car
they could be proud of,
they wanted a car
that was a bit safer,
a bit more stylish,
a car built by people
who earned a wage
that made them contributors
to the community.”
The race to the lowest price
in romance eBooks
has already reached zero.
Writers can’t be the lowest price player.
They can merely tie for that spot
with THOUSANDS of other writers.
Eventually, your industry will look the same.
The lowest price might not be free
but it will be zero profit.
Price can’t be your competitive advantage,
not in the long run.
Work on some other competitive difference.