Direct Marketing Strategies: 3 Ways to leverage numbers and pricing

Interesting article about pricing, over on

A couple of professors out of Virginia Tech recently did some studies about how consumers react to prices.

And it turns out, HOW you present things is FAR more important than WHAT you are presenting.  Which should be no surprise to anyone who’s had even a little bit of success using direct-response marketing.

So for example, when you present something like, “70 songs for $29,” this makes the deal much more appealing than “$29 for 70 songs.”

You should read the article to find out why — it’s very interesting.

While we’re on the subject, I wanted to give you a few strategies and some do’s and don’ts when it comes to pricing:

1.  Easiest offer to sell is the buy one, get one.

It’s simple to understand and there’s a huge perceived value proposition in the customer’s favor here.

Same thing with buy two, get two free… buy two, get three free is even better

2.  DON’T use percentages.

No one can figure out what 29% savings means.  Even when it’s 29% of $100 dollars, it doesn’t matter.  No one’s going to do “mind work,” to get you paid.

Plus, “percentage” is not tangible.  Slashing $29 bucks off the price is easy to understand, and your buyers can translate $29 bucks into value.

Like, “Hey $29 can get me two coffees at Starbucks, cool.”

But 29%… not so much.

3.  I haven’t tested this one, but based on the article I would test it out, for sure.

Since people have a hard time calculating the “per item” cost / value, I’d test giving them this number versus NOT giving them this number.

So in the example above, I’d test “70 songs for $29,” versus “70 songs for $29 (that’s only 41 cents a song!)”

My gut tells me this would help your response, in this particular situation, so it’s worthy of testing, for sure.

Now go sell something,  Craig Garber

P.S.  In Chapter 12 of “How To Make Maximum Money With Minimum Customers,” I reveal a pricing strategy that causes as many as 98.4% of your customers to spend more money with you.  Make sure you check it out.

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About the Author

Craig GarberAuthor of "How To Make Maximum Money With Minimum Customers, " and publisher of Seductive Selling - an offline marketing newsletter currently read in 15 countries, world-wide. In a nutshell, I do two things: 1. I show you how to attract a reliable, steady stream of pre-qualified leads who are ready to do business with you NOW... 2. And I increase your net profits and cash-flow, by increasing your customer, client, or patient value -- often, dramatically. How do I do this? By developing, and helping you implement, unique, personalized lead generation and marketing strategies... using compelling sales messages that push your customers emotional buy-buttons. I've worked with over 300 clients in more than 104 different industries, since March of 2000, and I really enjoy what I do. I'm a stable, reliable, happily married family guy with three kids who loves life and always follows through on my commitments and promises. I love to listen to music, workout, read, travel with my family, take pictures, and go bass fishing. I always say "Yes," when it comes to good cigars, good books, and good coffee :-)