I got caught in a good trap…I think.
A while ago, I was online ordering a book from Amazon. The book listed for $24.95, and Amazon was offering it for $18.00.
I clicked to add it to the shopping cart and a message popped up. “WAIT!” It warned….or something like that. “Add $7.00 to your order to qualify for FREE Super Saver Shipping!”
So I did what you’ve probably done ‘cause you know you’ve been here, too.
I considered every book and CD that I’ve ever thought about buying. I asked everyone in the house what books they might need. I scrounged to find another item, added it to my shopping cart and felt proud…clever… that I had saved myself $3.99 in shipping charges.
At a cost of $16.99.
Getting something for free feels very good.
Zero is not just another price, it’s a turn on.
Zero is an emotional hot button…a source of irrational excitement. We chase FREE in ways we don’t any other offer.
What is it we find so irresistible about zero? And how can we use this exuberance more effectively as we price our products and services?
Zero comes with no risk. There aren’t any hidden “got cha’s” to decode. There’s no downside. There’s no math, no calculations, no figuring out just how good the offer really, really is.
Now I hasten to offer you the fine print on this seemingly delightful offer. Free is a great enticement. However, if you use it too often, you’re programming your folks to just wait for free. And if you use it on one of your deeply valuable services, you’re giving away too, too much.
Free is one thing. Crazy, stupid generous is something else entirely!
This is powerful insight.
What can you do to eliminate the downside of purchasing from you?
Go forth and do great things,
Martha Hanlon & Chris Williams
P.S. Remember what we said last week…there will always be an offer.