In this conversation with Kim Payne from 9rok we discuss the roles of language, of personalisation, of price and of effort in communicating the value of professional services. Expensive wine tastes better, in part, because it's expensive. The drawers from Ikea seem more valuable because of the effort you put into constructing them. We discuss how financial advisers, super funds, real estate executives and others can apply these principles in the way they communicate with their clients and members.