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.
Creating speculative ads was a game-changer for my career. Inside, I explain why and how I make them.
When I start working with a new copywriting client, I watch all the parodies of their industry’s ads. Here’s why.
I don’t start writing before I open this cheat sheet