Understanding When Higher Prices Work Better

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Welcome to an eye-opening episode all about selling smarter, not harder! 🚀 Ever wonder why some people splurge on the priciest option, even when cheaper ones are available? Or how your sales approach should change based on what you’re selling? We’re diving into the nitty-gritty of marketing magic, from offering different prices to understanding why people buy. Get ready for some marketing wisdom that’ll change the way you sell. So, buckle up and get ready for some fascinating insights! 💡

[01:49] Multiple Pricing Options in Webinars:

  • Offering several price points for the same product during a webinar can be highly effective.
  • By giving consumers the freedom to choose, e.g. $500, $1,000, and $3,000, they often choose higher-priced options because they think these options offer better value or prestige.
  • Igor ran a promotion with options priced at $200-$300 and $497. Most people chose the $497 option, showing this strategy works well.

[02:49] Consumer Behavior Towards Higher-Priced Options:

  • When presented with multiple pricing options, many consumers choose the more expensive one.
  • Sharing a story about a customer, he wanted to choose the most expensive item and rejected the cheaper option when the priciest one wasn’t available.
  • This is like luxury car buyers who choose high-end brands despite higher costs, showing that some people see higher prices as a sign of better quality or status.

[05:33] Differences in Sales Approaches Based on Price:

  • For products under $300, use video sales letters (VSLs) with audio, text, and video to cater to different preferences and boost conversions.
  • VSLs work well because they appeal to those who like to listen, read, or watch content.
  • For products under $100, a simple text-based sales page is enough, as these purchases are often impulsive.
  • Text pages are more effective for low-cost items because they provide direct and straightforward information.

[07:18] Importance of Pre-Sell Content:

  • Pre-sell content, like educational videos, interviews, or articles, warms up potential buyers before the sales pitch.
  • A joint venture partner who usually includes pre-sell content before a sales presentation saw lower results when he skipped this step, indicating the importance of conditioning the audience.
  • Pre-sell content builds trust and prepares the audience, making them more ready to buy when they see the offer.

[08:10] Tailoring Campaign Types to Audience Preferences:

  • Different audiences respond better to different types of sales campaigns. 
  • It’s important to understand the audience’s preferences and how they were conditioned to receive information.
  • Some audiences might respond better to webinars, while others might prefer VSLs or cost-per-lead (CPL) campaigns.
  • We need to offer different campaign types (webinars, VSLs, CPLs) and choose the best one based on what the audience prefers. This tailored approach maximizes marketing effectiveness.

[09:50] Igor’s Book On Email Marketing:



Igor Kheifets is an amazon best-selling author of the List Building Lifestyle: Confessions of an Email Millionaire.

He’s also the host of List Building Lifestyle, the podcast for anyone who wants to make more money and have more freedom by leveraging the power of an email list

He’s widely referred to as the go-to authority on building large responsive email lists in record time.

Igor’s passionate about showing people how to live the List Building Lifestyle.