Page 58 - Duct Tape Marketing

42 Part I: Getting Started in Marketing

ߜ Don’t let your offer get too complex.
ߜ Don’t be misleading.
ߜ Do present prices so they look visually attractive and straightforward.
ߜ Do make the price compelling. In today’s world of outlet malls, online

bargains, and warehouse stores, “10 percent off” isn’t considered an
offer at all.
ߜ Do support your pricing announcements with positive reasons and
added benefits. Price alone is never reason enough to buy.

Table 3-3 Pricing Presentation Do’s and Don’ts

Don’t Do Why

We’ve just cut our nightly Announcing a new The second approach
rates — $89 mid-week. St. Louis number to makes the deal sound
Some restrictions apply. remember — $89 per noteworthy, whereas
night the first approach
provides no positive
rationale and implies
that “small print
applies.”

Sofa and Loveseat Sofa and Loveseat $1,995 When prices are more
$1,995.00 than $100, drop the
decimal point and
zeroes to lighten the
effect.

25% off two or more 1/2 off second pair Complicated discounts
are uninspiring, plus
“1/2 off” sounds like
double the discount of
25% off when you buy
two.

30% off Regularly $995; now 1/3 off sounds more
$695 while supplies compelling than 30%
last off; but showing a
$300 reduction is
stronger yet. “While
supplies last” ads
incentive and
urgency.