In any message strategy, you have the opportunity to define an anchor.
Many businesses establish a pricing anchor.
Here’s this bottle of beer for $30, so it makes the $15 bottle of beer look much more appealing.
And consider that a sale price is meaningless without also showing the “original” price.
Other businesses have a story as an anchor.
One business in particular works to sell unique products, but that can mean a lot of things to a lot of people. So they use an anchor. “We even sell a giant peacock throne. It’s a chair you can sit on that’s shaped and colored like a peacock. It’s remarkable and it’ll be the statement-piece in your room when your family comes to visit.” Now you have an anchor for what “unique” means.
The real problem for businesses arrives when there’s no use of an anchor.
Truthfully, we’re all wired to seek out an anchor through our process of decision-making. We can’t determine the value of something until we have another similar thing to compare it to. So we’ll search until we find one, and most of the time it’s a competitor who has a lower price, a better story, a greater guarantee.
Stay Positive & Better To Create Your Own Anchors Than Let Another Biz Define Them
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