12. Penetration Pricing
Bonus: Pricing Placebo
In a study, two groups drank the same wine; half thought it was expensive, and the others thought it was cheap. The “expensive” wine people had a blast. But those who drank the “cheap” wine hated it.
In a study, two groups drank the same wine; half thought it was expensive, and the others thought it was cheap. The “expensive” wine people had a blast. But those who drank the “cheap” wine hated it.
Let’s write a DoorDash ad with a simple formula that copywriters love: “[cliché], but [twist].”
IBM’s old ads are a masterclass in B2B advertising. Here are 9 principles I’ve learned from them.
Sometimes, showing a brand’s full range of
offerings can really pay off. Here are two ways I do it.