Have Tried It? It Really Works.

My friend Mark was really excited to have his new suite.

He entered into a well decor Branded shop.

“ What's the price of the suit, there is no tag by mistake I think  ?” I really like the colour, wanna have it for Christmas.

Harry ( the salesman working on the floor)-” I’m new sir, let me ask Misha, she is in inventory management, we are sorry for the inconvenience.

“ Hey, Misha( Harry Shouting) what's the price of this blue suit?

Misha- $82.

Harry- Sir, it’s for $52. We've got the last stock. There is a huge demand for this colour. It's the new launch. And you can feel the material- how fine it is.

Mark to himself… Is everything ok? She is shouting $82, he is telling me $52. Harry might have some hearing problem. But why should I think about all this? It's a great deal for me, I'm getting it. He pays the bill & makes a quick exit. 

Mark got the suit for $52 & left the Shop with a proud smile. He planned to come back again there for his family’s shopping. 

This dramatic story comes our way from the master copywriter & multi-millionaire businessman, Michael Masterson, who credits it in turn to persuasion expert Robert Cialdini.

I know you get the idea…

It demonstrates the “Law Of Contrasts” in a sale. The Law Of Contrast is where you underscore the greatness of the product, and offer something...by comparing it to something else.   

In this case price, $52 dollar seemed like a deal where compared to the $82 dollar seemed SUPPOSED to cost. 

Suddenly without offering any discount, free gifts or changing any detail of the original offer… the contrast with the higher price alone makes $52 dollar a great deal, for Mark a great bargain.

Now the story is of course old enough, but consider the formula of “ Contrast Pricing” while getting ready for your next sale, writing a new copy or just having some greatly satisfied customer. 

Amita Singh.

Direct Response Copywriter

theamitasingh.com