| As you may or may not know, I used to work | | | | other connoisseurs what to drink. So, they open |
| for Howard Stern. It was over ten years ago, but | | | | up this expensive bottle of wine and give it a try. |
| I'm still in contact with him once in a great while. I | | | | The result? It was the best wine experience they |
| listen to the show every day, and I think it's | | | | ever had. They waxed poetic about the incredible |
| better than it's ever been. I'm bringing this up | | | | flavors and just how amazing this wine was. |
| because Howard and Robin had a conversation | | | | However, they weren't drinking the $3,000.00 |
| about wine that serves as a great marketing | | | | bottle of wine. By mistake, one of them grabbed |
| lesson for magicians. This story is a bit long, but | | | | a cheap $10 bottle of table wine you'd get from |
| bear with me, it's worth your time. | | | | any grocery store. They had to be honest in their |
| Here's what happened: Howard, Robin, and some | | | | reporting, so they came clean and told the story. |
| other people from the show went out to dinner. | | | | Robin said, "Well, sure, when you pay that much |
| Robin is learning about wine and Howard let her do | | | | for wine, you're paying for the marketing." |
| the ordering. When Howard got the bill, he was | | | | Here you have someone that knows she's paying |
| shocked to see the price of the wine. How much | | | | (or Howard's paying) a lot more for something |
| was it? $800.00...a bottle...Robin ordered three | | | | simply because it costs more, not necessarily |
| bottles. | | | | because it's better. She knows it and does it |
| Of course, the next several minutes of the show | | | | anyway! |
| were devoted to Robin's rudeness and goofing on | | | | Although perception and quality don't go hand in |
| her pricey ordering. Howard went on to tell the | | | | hand, I think they should. In other words, you can |
| story of two wine experts that purchased a | | | | use marketing to position yourself any way you |
| $3,000.00 bottle of wine. They didn't want to | | | | want. However, just because you CAN doesn't |
| spend so much, but it was their job as big shot | | | | mean you should. |
| wine experts to report back, so they bought it. | | | | Honestly evaluate what you can bring to a client |
| They saved this very expensive wine for a year | | | | and price yourself accordingly. This means not |
| before opening it and writing their reviews. | | | | charging more than your worth but it also means |
| Remember, these are wine EXPERTS. They get | | | | not selling yourself cheap. Ironically, the latter |
| paid to review wines all over the world and tell | | | | problem happens more often than the former. |