{"id":4107,"date":"2026-01-16T09:52:44","date_gmt":"2026-01-16T09:52:44","guid":{"rendered":"https:\/\/edd2026.com\/?p=4107"},"modified":"2026-01-31T08:09:54","modified_gmt":"2026-01-31T08:09:54","slug":"price-anchoring-its-all-relative","status":"publish","type":"post","link":"https:\/\/edd2026.com\/index.php\/2026\/01\/16\/price-anchoring-its-all-relative\/","title":{"rendered":"PRICE ANCHORING (IT\u2019S ALL RELATIVE)"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>SCRIPTURE: For who is greater, he who sits at the table, or he who serves? (Luke 22:27)<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">THE ENTREPRENEUR\u2019S REFLECTION<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Pricing is psychological. If you walk into a store and see a $2,000 watch next to a $10,000 watch, the $2,000 watch looks &#8220;cheap.&#8221; If you see it next to a $50 watch, it looks &#8220;expensive.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Rory Sutherland teaches us that we do not evaluate value in absolute terms; we evaluate it in relative terms. You need to control the comparison. If you are a consultant charging $500, do not let them compare you to an employee who costs $20\/hour. Compare yourself to the $50,000 mistake you are saving them from making. Context determines cash flow.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">THE EXECUTION PROTOCOL<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Create a Decoy: Offer a &#8220;Premium&#8221; package that is very expensive. Even if no one buys it, it makes your &#8220;Standard&#8221; package look like a bargain.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Reframe the Cost: Don&#8217;t say &#8220;$100 a month.&#8221; Say &#8220;$3 a day\u2014less than a cup of coffee.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The Comparison: Explicitly state what you are replacing. &#8220;This software costs $50, but it replaces a $2,000 accountant.&#8221;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>SCRIPTURE: For who is greater, he who sits at the table, or he who serves? (Luke 22:27) THE ENTREPRENEUR\u2019S REFLECTION Pricing is psychological. If you walk into a store and see a $2,000 watch next to a $10,000 watch, the $2,000 watch looks &#8220;cheap.&#8221; If you see it next to a $50 watch, it looks &hellip;<\/p>\n","protected":false},"author":1,"featured_media":4137,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[85],"tags":[],"class_list":["post-4107","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-january"],"_links":{"self":[{"href":"https:\/\/edd2026.com\/index.php\/wp-json\/wp\/v2\/posts\/4107","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/edd2026.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/edd2026.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/edd2026.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/edd2026.com\/index.php\/wp-json\/wp\/v2\/comments?post=4107"}],"version-history":[{"count":2,"href":"https:\/\/edd2026.com\/index.php\/wp-json\/wp\/v2\/posts\/4107\/revisions"}],"predecessor-version":[{"id":4241,"href":"https:\/\/edd2026.com\/index.php\/wp-json\/wp\/v2\/posts\/4107\/revisions\/4241"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/edd2026.com\/index.php\/wp-json\/wp\/v2\/media\/4137"}],"wp:attachment":[{"href":"https:\/\/edd2026.com\/index.php\/wp-json\/wp\/v2\/media?parent=4107"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/edd2026.com\/index.php\/wp-json\/wp\/v2\/categories?post=4107"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/edd2026.com\/index.php\/wp-json\/wp\/v2\/tags?post=4107"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}