Willie Crawford says "you can charge thousands for things that others are charging hundreds for". His comment is based on 35 years experience in direct marketing and 12 years in marketing information products online.

As part of Dan Kennedy's Info Riches course, Rob Toth interviewed Wille Crawford as one of the top information marketers. The interview series is called the "Future Of Information Marketing".

According to Willie the best thing to do is to "focus on selling a product that offers a solution to a really, really huge and painful problem...one that people would happily pay to solve". So many people start off trying to sell things that the market really doesn't want. "People know what they want", says Willie. You could try to sell them something that they don't want but you won't get anywhere. Even if they want it and don't understand that they want it you are facing an uphill battle. You probably won't succeed.

Do your research. You need to "find something that is so incredibly painful that people would do almost anything to buy the solution". Once you know what they want so badly, sell them the best solution in the market.

You don't have to have a perfect product or service. It's good enough if it is noticeably better than they can get anywhere else.

As an example, consider the baby boomer market. These people are getting old and sick. They are willing to do anything to avoid the pain and eliminate the disease. Many of these people have a lot of money too.

Many of these people are not invested in the right place so they are going to face serious financial difficulties. You can offer the package to rescue them from their dilemma.

Many of these people have time on their hands and can afford to travel. You can offer them the best travel packages.

The big problem is actually psychological. People are "not properly valuing their expertise, so they are underpriced".

You need good copywriting skills to demonstrate and prove that the value of your product is real. You just need to "take a deep breath and add another zero or two zeros." "Keep a straight face and people will pay those prices because it's not about the prices. It's about delivering experiences. It's about delivering value to people's lives".

Position yourself so you are at the high end of the price-quality spectrum. "Once you learn to position yourself as THE expert who has the information those people are looking for then it's really not that difficult to sell to those people", says Willie.

"People who are willing to pay more money are looking for a higher end product. They are looking for expertise that the average person can't afford. Just let them know that's you and they'll buy it.