TO MY MIND THIS IS MISLEADING
AND LACKS TRUTH IN ADVERTISING

One of the things that you need to know, is that you need to pick up a book. We know that this is extra homework but, believe us, it’s homework that’s going to pay off in a big way.

You need to pick up a book called “Influence – The Psychology of Persuasion.” I know that it sounds dry and boring but it’s a fantastic book I feel all marketers should read!

Everybody wants to know about some of the main books they
should read to really learn how to make a lot of money marketing products. You should check this book out, It’s written by Robert Cialdini (?), and it’s a fantastic book. Read it once all the way through, then put it on your schedule to read it at least five more times!

In his book, he specifically talks about the “contrast principle.” This is how it works and how it relates to sales letters and website sales copy. . .

Let’s say you’re offering a product in your copy. When you reach the end of your copy you state, “This product is fantastic. It costs $26.50.” Immediately, people are focusing on that price alone. All of a sudden, you have to convince them that it’s worth $26.50. That can be difficult.

However, what if you were to say the package would normally be sold at a full retail price of $80? Then, contrast the price that the prospect will be paying of $26.50 with that higher “retail” price. Even though the marketer has always
planned to sell that product for $26.50, in the mid of the prospect they’ll be getting a discount because it SHOULD sell for a retail price of $80!

By using that one technique, you have beaten the problems of trying to get the prospects to believe the product’s worth $26.50 because you’ve put a retail value on it of $79. Now they’re getting an automatic discount, even though
they’re buying it for $26.50 either way (whether or not you put that information in there or not).

This is a very powerful concept. It’s something that you can use with virtually any product. A lot of marketers use it. For example, if you were just coming up with a product and you were just going to sell it for $26.50, you could tell people in your letter (or more specifically, on your Website) that this is a brand
new offer.

You want to test the price of $26.50 and later on down the road, you’re probably going to be selling it for $100 or $1,000. Or, you may create a distributorship for $5,000 or franchise for $10,000. But, if they get it right now, they get it for the amazing DISCOUNTED price of only $26.50. By using that contrast principle, it makes your sales job a lot easier.