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It doesn’t much matter why people will pay for things they might be able to get for free. What matters is to recognize that they often do pay. You don’t have to understand gravity in order to make it work for you.
Construct your products or services in a way that incorporates one or more of the Seven Attributes I listed above. Then test and tweak. You will not get it right the first time: Your price may be off, your sales message may be only partially on target, and so on. But with some patience and consistent effort in the direction of your goal, you’ll get a better message-to-market match, and that will bring more success and money.
What other attributes can you think of that people will pay for?
