𝟯 𝗦𝘂𝗯𝗹𝗶𝗺𝗶𝗻𝗮𝗹 𝗦𝗲𝗰𝗿𝗲𝘁𝘀 𝘁𝗵𝗮𝘁 𝗰𝗮𝗻 𝗺𝗮𝗸𝗲 𝘆𝗼𝘂𝗿 𝗣𝗿𝗶𝗰𝗲 𝗠𝗼𝗿𝗲 𝗔𝗽𝗽𝗲𝗮𝗹𝗶𝗻𝗴

Because sometimes it’s the small changes that matter the most to your bank account.

While Perceived Value is all in your head…

There are often good reasons we pay more for some things than we do for others.

To answer the question: what’s more valuable, a diamond or a glass of water?

Your answer might change if you happen to be lost in the desert for hours…

So while the value of things is attached to supply and demand – it can still mean different things, to different people, at different times…

This is why choosing the right price point can be a bit of a dance between – what you want to get paid, and what your clients are willing to invest…

Yet if you are in business, it’s your job to show your clients exactly how their life is going to change by hiring you, or by buying your product.

There’s a simple way to do this…

𝗧𝗵𝗲 𝗔𝗻𝘀𝘄𝗲𝗿 𝗶𝘀 𝘁𝗼 𝗚𝗶𝘃𝗲 𝗧𝗵𝗲𝗺 𝗔 𝗖𝗼𝗺𝗽𝗮𝗿𝗶𝘀𝗼𝗻

Because your client’s brain is perfectly designed to compare things…

Humans make comparisons all the time, that’s what we do –

When we scroll Facebook, choose a movie to watch, or come up with what we are going to eat for dinner.

Yet, when it comes to numbers –

They’re more abstract.

What I’m saying here is our minds are not as aware and precise about how we compare and measure numbers…

So if you learn from this article how to make these numeric comparisons, it will be easier for your audience to understand how valuable your product or service is…

And when they do – you’re going to sell more.

Do you have a high-priced item – that you’d like to appear less than it is?

𝗛𝗲𝗿𝗲 𝗮𝗿𝗲 𝟯 𝘀𝗶𝗺𝗽𝗹𝗲 𝘄𝗮𝘆𝘀 𝘁𝗼 𝗦𝘂𝗯𝗹𝗶𝗺𝗶𝗻𝗮𝗹𝗹𝘆 𝗦𝘁𝗿𝗲𝗻𝗴𝘁𝗵𝗲𝗻 𝗬𝗼𝘂𝗿 𝗣𝗿𝗶𝗰𝗶𝗻𝗴

𝟭.  𝗦𝗵𝗼𝘄 𝗧𝗵𝗲 𝗣𝗿𝗶𝗰𝗲 𝗜𝗻 𝗔 𝗦𝗺𝗮𝗹𝗹𝗲𝗿 𝗙𝗼𝗻𝘁

When you see the price written up in a smaller font size than the rest of the text, the amount you are actually paying can seem less.[1]

That’s because our brains normally link the small size of the font to the cost of the item.

So a smaller font is a good way to make the price seem less than it is.

𝟮.  𝗥𝗲𝗺𝗼𝘃𝗲 𝘁𝗵𝗲 𝗖𝘂𝗿𝗿𝗲𝗻𝗰𝘆 𝗦𝘆𝗺𝗯𝗼𝗹 𝗮𝗻𝗱 𝘁𝗵𝗲 𝗖𝗼𝗺𝗺𝗮 𝗧𝗼 𝗠𝗮𝗸𝗲 𝗬𝗼𝘂𝗿 𝗣𝗿𝗶𝗰𝗲 𝗔𝗽𝗽𝗲𝗮𝗿 𝗦𝗺𝗮𝗹𝗹𝗲𝗿

This isn’t surprising to me…

Maybe it’s because we’ve all had a negative experience with money at some point?

Whatever the reason…

If you 𝗿𝗲𝗺𝗼𝘃𝗲 𝘁𝗵𝗲 𝗱𝗼𝗹𝗹𝗮𝗿 𝘀𝗶𝗴𝗻 $[2] it may lessen some of the sales resistance you’ve been getting to your price.

It can also make a difference to 𝗿𝗲𝗺𝗼𝘃𝗲 𝘁𝗵𝗲 𝗰𝗼𝗺𝗺𝗮[3], as well.

Probably because this also makes it appear smaller visually.

𝟯. 𝗦𝗵𝗼𝘄 𝗟𝗮𝗿𝗴𝗲𝗿 𝗡𝘂𝗺𝗯𝗲𝗿𝘀 – 𝗕𝗲𝗳𝗼𝗿𝗲 𝗬𝗼𝘂 𝗥𝗲𝘃𝗲𝗮𝗹 𝗬𝗼𝘂𝗿 𝗣𝗿𝗶𝗰𝗲 𝘁𝗼 𝗧𝗵𝗲𝗺

Our amazing brains group and organize things –

Studies show you can prepare your client for a higher price, just by mentioning a larger number – before they see your price.[4]

Here’s an example of how I did this for a recent client:

“My private one-on-one clients paid over $3,500 for this”

And –

 “Get complete access to the same method that has changed the lives of over 50,000 drinkers…”

 (Before I mention the price of 997).

Even when a number has nothing to do with the price, the brain still associates this number with your price.

So subliminally “lowering” your price can be as simple as…

“Invoice # 8997”

And like magic, the price will seem lower because you just gave their brain another number to compare your price to…

Amazing, isn’t it?

Hopefully – implementing these secrets will make you several thousand dollars more on your offer.

As marketing professionals, we’ve discovered hundreds of business tips like this –

And they all add up to make an enormous difference in getting your product seen, heard, and sold.

𝗜’𝗱 𝗹𝗼𝘃𝗲 𝘁𝗼 𝗵𝗲𝗮𝗿 𝗵𝗼𝘄 𝘁𝗵𝗶𝘀 𝗮𝗿𝘁𝗶𝗰𝗹𝗲 𝗮𝗻𝗱 𝗼𝘁𝗵𝗲𝗿 𝗽𝗿𝗶𝗰𝗶𝗻𝗴 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀 𝗵𝗮𝘃𝗲 𝗺𝗮𝗱𝗲 𝗮 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝗰𝗲 𝗳𝗼𝗿 𝘆𝗼𝘂…

 

𝗣.𝗦. To get more of these money-making messaging strategies –

and be sure to like, comment, subscribe and share.

[1] Coulter, K. S., & Coulter, R. A. (2005). Size does matter: The effects of magnitude

representation congruency on price perceptions and purchase likelihood. Journal of

Consumer Psychology, 15(1), 64-76.

[2] Yang, S. S., Kimes, S. E., & Sessarego, M. M. (2009). Menu price presentation influences on

consumer purchase behavior in restaurants. International Journal of Hospitality Management,

28(1), 157-160.

[3] Coulter, K. S., Choi, P., & Monroe, K. B. (2012). Comma N’cents in pricing: The effects of

auditory representation encoding on price magnitude perceptions. Journal of Consumer

Psychology, 22(3), 395-407

[4] Adaval, R., & Monroe, K. B. (2002). Automatic construction and use of contextual

information for product and price evaluations. Journal of Consumer Research, 28(4), 572-

588.