Thursday, March 3, 2011

Affordable, on purpose.

When you talk about the same thing over and over again to different people, most of the time you get the key points across though you may use different words. Sometimes we use different words because of our audience and other times we use different words because saying exactly the same thing over and over again can get pretty boring.

I talk about Cybercise. A lot. The talks have gotten different (and I hope better) over time as we’ve added new features and new content. Nonetheless, I have my “elevator speech” down and can deliver a more in-depth explanation in about 4 minutes.  I was going through the 4-minute rendition of Cybercise on the phone last week and at some point I said, “Cybercise is affordable on purpose.”

The person on the other end of the line stopped me. In fact, he said, “Whoa! That is brilliant. What you just said. It really resonates with me. You are ‘affordable on purpose’.”

I read Seth Godin’s blog “On Pricing Power” which has got me thinking. Cybericse has pricing power because we are affordable on purpose. We are affordable on purpose because we can be. We set our membership price at $10 per month to help the people who can’t afford to go to the gym and don’t have the money in their budget to hire a personal trainer and nutrition consultant. We decided on $10 a month because it is something (and studies show free things seldom stick) and it enables us to keep creating and delivering meaningful content without subjecting you to ads and without selling supplements, powders, goo and all the other crazy “health” stuff you see on late night television.

Our goal? Sustainable wellness. We want to you help you discover how to get yourself well and, more importantly, keep yourself well. We’re affordable on purpose so there is one less barrier between you and being the best you possible. And when you’re the best you possible, anything is possible.

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