Pricing Models For Direct Marketing And Why Price Cross-Outs Work:
Ever see a price crossed out, and then a lower price next to, or underneath the original crossed out price?
I bet you have.
And in fact, I bet you may have even used this technique yourself.
However… few people know why this is effective, so we’re going to talk about this, today.
It has to do with the level of commitments you’re asking people to make, and… it has to do with the power of contrast.
So for instance – if I told you it cost $35 to buy a really perfectly tasting doughnut… that would seem pretty unreasonable, wouldn’t it?
Sure, of course.
However, if I then turned around, and said “No, I was only kidding. This perfect doughnut only costs $2.99.”
Now, even though this might still be 3 to 6 times more than what you normally pay for a single doughnut… the pricing just seems to be a lot more reasonable, right?
Sure it does.
And that’s because of the power of contrast.
See, once you give someone a baseline of comparison, this is where they anchor their value relevance to. Knowing this, lets you manipulate their perception of the next value reference, as well.
You can also do this another way — where you manipulate the selling variable, instead of the price.
So for instance, let’s say you show that for $499, you’re going to replace all the sod in someone’s front yard.
You can cross that out (the sod offer), and then make a second offer underneath which shows:
Now includes… New Front Yard Sod…
PLUS New Back Yard Sod…
PLUS Free Tree Trimming…
PLUS Free Bush Trimming and Edging…
All yours, when you order by tomorrow!
Pretty cool, right?
And once you understand WHY this strategy works, it’s fairly easy to improvise and use it in loads of different areas.
So have at it.
Oh, by the way — I’m working on a number of consulting projects right now, and we’ve had some more inquiries this week.
Here’s the best way to contact my office and learn about what’s involved with consulting, and get the ball rolling.
Have a great weekend.
Now go sell something, Craig Garber
P.S. Download right now – FREE: 12 NEW Special Reports http://www.kingofcopy.com/mmclub
How To Make Maximum Money With Minimum Customers – Amazon.com
listening to: Sweet Dreams – Roy Buchanan (1972)