Did you know that you can alter the reality of your buyers?

It’s not magic. It’s not some creepy internet marketing method. Unless, of course, you’re a creepy internet marketer kinda guy (or gal) then there’s just no hope for you.

So let’s say that you have this fabulous new PDF manual that you want to start selling. On top of everything you need to get in line to launch the book, you also have to think about the experience your customers are going to have when they buy the book.

I know what you’re thinking – this isn’t the Ritz freaking Carlton. There’s no experience. It’s a book.

{insert dramatic music}

Have a seat – we’re going to talk perception.

The first time I really started thinking about perception was when I started learning about energy healing and how it helps removes blockages surrounding all sorts of trauma.


I don’t have trauma, you say.  But really, it’s all about the things your brain perceives trauma.  Did you round the corner one happy afternoon only to turn back and momentarily think you lost your parents? Yep. That’s perceived trauma. Your parents didn’t ditch you and life didn’t come to a screeching halt, and yet that perceived feeling of abandonment still lingers.

What does that have to do with your business? Good question grasshopper – let’s get back to the lesson.


When you buy a Coach purse, there’s really not much difference between that purse and anything you can find at a department store. (if you’re telling me there’s a big difference, then your reality has changed to meet your perception. A purse is, ultimately, a big sac to put your stuff in). Do you know what else you get with your purchase? A nifty inexpensive key chain that shows the world how super cool you are. The new reality is that you are part of something. That something could be the expensive shoppers who have the discerning taste or it could be the small group of people with an expansive pocketbook that can afford this gorgeous Coach purse.

I watched a video by an infamous internet marketer that described the AMEX black credit card. He talked about how a credit card is just a credit card – it doesn’t matter if it’s a free card or the very, very expensive black AMEX card. The difference is the perceived value that AMEX builds into the experience of using that card. He laid out the entire contents of the black box that his card arrived in:

: a titanium credit card
: a calfskin billfold
: a very formal looking documents envelope
: a thick and exquisite benefits book

There was nothing special about this card (other than the elitist group he was now in having had to spend $250,000 in one year with an AMEX card in order to be offered it along with the hefty yearly and monthly fees) and yet people are buying into the experience of owning the card because of the perceived value in owning it.

Now, let’s apply that to your product, but first a disclaimer.

If your book/program/whatever sucks, then creating a new reality by perceived value isn’t going to do shit. 

One thing you’ve hopefully already done is to research your target market. You know what makes them tick and what’s going to get their blood moving. You know what makes them feel good, and you know what’s going to make them stand up in a crowd and say “hey! guess what I have”. (think of that last one as the adult version of “nanner nanner”)

You can take that knowledge and use it to craft a perfect landing page that will convert customers. You’ll be able to offer things in conjunction with your book that will increase the perceived value of your book. It may be a free set of worksheets; coaching time; or a template that you’ve created.

I joined a mastermind program and a week later there was a handwritten note in my mailbox thanking me for my purchase and welcoming me to the group.  I felt special.  I felt like the group must be something big to warrant sending out a hand written thank you note, because who does that anymore.  I have a client who sends out physical graduation certificates and handwritten notes to all the graduates of her program.  When Target opened up here, my first impression of the store was wwwoooowww because I was actually greeted at the store, employees walking by would make eye contact, smile and say good morning, and when I left, there was someone outside in the parking lot collecting carts who came up and helped me put things in my trunk so he could take the cart and save me a trip to the cart corral.

Do you see what I’m getting at here?  You start with something fabulous, and then you create the extra layer of perceived value by creating an amazing experience surrounding it.