Updated: Apr 28, 2021
There's always a person who is willing to spend more than they should for something they think they ought to have. You know, a sucker.
Chances are, you've been one at least once, and if you haven't, well, it's the kind of lesson that experience teaches particularly well.
But we all fall for something eventually, don't we?
Even if it's a girl/boy we fancy, being a sucker or played for a fool isn't as shameful as they say. It's a learning experience.
Who is your Target Sucker? It's worth considering this as part of your marketing strategy.
Goes against your ethics, does it? Why?
Your stuff is being offered at fair to awesome value. If Target Sucker is willing to pay above market for something you have to offer, why is that unethical?
You can exploit weaknesses without harming anyone. It's a great way to get to know your market better, too.
How to segment the suckers
Sometimes, a Target Sucker values status.
Sometimes, the Target Sucker values convenience.
Sometimes, the Target Sucker makes decisions on more complex factors such as guilt-driven giving to charity.
What's Wrong with Learning?
Having our weaknesses exposed can be a good thing, so don't feel bad when you strategically position and price items for a Target Sucker.
caveat emptor, remember?
Why High Margins = Respect
Give your target market some credit by letting them make their own mistakes. The trick is doing it in a way that retains their business and their respect.
If you are the best, if you have something really irresistible to offer. And if you receive complaints about price gouging, you then have a great opportunity to tune into what their underlying needs were in the first place so you can serve them better.
Then maybe they'll no longer be your Target Sucker.
This is how you win.