Example of changing product perception for IHers to sell more

Hey IH.

Sharing this video I found the other day. It speaks a lot about perception.

In my opinion many indie hackers neglect their perception. “A good product is all that matters.” And then they ship with an awful looking website that convinces no one. You can’t sell if you don’t put on a nice image. It’s like dating.

See the example:

Someone set up a pop-up store for a new luxury shoe brand. Fashion influencers were invited. A grand opening was prepared.

Problem is, the brand is completely fake. The supposed luxury shoes, priced around 500$ the pair, were actually bought at 30$ each. But these so-called fashion experts bought into the hoax.

And that's the thing about luxury brands - it's completely bogus. Sure, the material might be better compared to mid and low-tier competitors, but a large chunk of what you pay is only for the brand price premium.

These brands spend considerable money in making you - and others around you - believe that by wearing it you raise your social status. It's all perception.

So an exercise for you: what could make your customers and audience see more value in your brand?

Here's the video for you to watch.

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Diogo here - thanks for reading. I write a thought-provoking, 5 minute essay every week. Click here if you want to read more.