http___www.selfmadebusinessman.com_2014_08_25_perceived-value__lang_ga_1.xml
1.1 2.1 3.1 4.1 5.1 6.1 7.1 8.1 9.1 10.1 11.1 12.1 13.1 14.1 15.1 16.1 17.1 18.1 19.1 20.1 21.1 22.1 23.1 24.1 25.1 26.1 27.1 28.1 29.1 29.2 30.1 31.1 31.2 32.1 33.1 34.1 35.1 36.1 37.1 38.1 39.1 40.1 41.1 41.2 42.1 43.1 44.1 45.1 46.1 47.1 48.1 49.1 50.1 51.1 52.1 53.1 54.1 55.1 56.1 57.1 58.1 59.1 60.1 61.1 62.1 63.1 64.1 65.1 66.1 66.2 66.3 67.1 68.1 69.1 69.2 70.1 70.2 71.1 72.1 73.1 74.1 74.2 74.3 75.1 76.1 77.1 77.2 78.1 79.1 80.1 80.2 81.1 81.2 82.1 83.1 83.2 83.3 84.1 85.1 85.2 86.1 87.1 88.1 89.1 90.1 91.1 92.1 93.1 94.1 95.1 96.1 97.1 98.1 98.2 99.1 100.1 101.1 102.1 103.1 104.1 105.1 106.1 107.1 108.1 109.1 110.1 111.1 112.1 113.1 114.1 115.1 115.2 116.1 117.1 118.1 119.1 120.1 121.1 121.2 122.1 122.2 123.1 124.1 125.1 126.1 127.1 128.1 129.1 130.1 131.1 132.1 133.1 134.1 135.1 135.2 136.1 137.1 138.1 139.1 140.1 141.1 142.1 143.1 143.2 144.1 145.1 146.1 147.1 148.1 149.1 150.1 151.1 152.1 153.1 154.1 155.1 156.1 157.1 158.1 159.1 160.1 161.1 162.1 163.1 164.1 165.1 166.1 167.1 168.1 169.1 170.1 171.1 172.1 173.1
The other day I was watching a webinar, where the host was selling a product for $397. At the end of the presentation, I was left with the decision as to whether or not I was going to buy. Despite the claims by the host that the product was worth well beyond the $397 price tag, I decided that for me, it wasn’;t worth it. However, it was interesting to me that naturally there would be some people who would buy, as well as some people who would not. How is this possible? The answer is perceived value. If we lived in a world where the value of a good was indisputably equal to its price tag, we would never have these issues. Instead, we live in a world where people come up with their own interpretation of the perceived value of a good. If their perceived value is greater than the price tag, in most circumstances they will buy. If it is not, they won’;t. It’;s really as simple as that. Why Is Perceived Value Important? If we accept the fact that a perceived value greater than the price tag leads a consumer to buy, then we have two options. We can lower the price, such that it will fall below their perceived value, or, we can increase their perceived value of the product, such that it crosses the price threshold. Of the two methods above, which is preferable? Logically, we would conclude that raising the perceived value is better than lowering the price and settling for narrower profit margins. This is essentially, the fundamentals of marketing and advertising, and it is why companies spend billions of dollars a year to convince consumers why their product is “;worth it”;. But not so fast. In many cases raising the perceived value of a product comes at a cost, so it is not so cut and dry. However, if we inform our decisions through research, we will see that there are quite a few ways to increase perceived value without strenuously taxing our wallets. Let’;s explore. Increase The Price Most of us tend to believe that people want to buy cheaper goods in order to save money. While there is some truth to that, the opposite can be just as true; sometimes people want to buy the more expensive item. Robert Cialdini, author of best selling novel Influence, put it best: “In markets in which people are not completely sure of how to assess quality, they use price as a stand-in for quality.” In short, people assume that higher priced goods are better (because, often, they are). This is particularly noticeable with luxury goods. In a study by Stanford and Caltech researchers recruited 11 male Caltech graduate students who said they liked red wine. The subjects were told that they would be trying five different Cabernet Sauvignons. But, only three wines were used—two were given twice. The first wine, which normally costs $5, was shown in two bottles, one costing $5 (real price) and one supposedly costing $45 (fake price). The second wine was done in reverse, normally costing $90 and shown in a $90 and $10 bottle. They found that increasing the perceived price of a bottle of wine increased the actual AND perceived enjoyment that tasters derived from drinking the wine. The participants said they could taste five different wines, even though there were only three, and added that the wines identified as more expensive tasted better. In this case, it is clear that merely putting a high price tag on a bottle of wine was enough to increase the perceived value (which then actually translated into actual value through their enjoyment of it). Additionally, we can conclude that when it comes to wine –; no one really knows what they are talking about. Take Price Off The Table Sometimes it’;s better to direct a consumer’;s focus away from price altogether. Pricing is icky, after all, and mentioning money tends to make people more physically withdrawn and less likely to help others –; not the type of mood you want your consumers in. And when you have a luxury good, like diamonds, that are already priced so high –; raising the price is probably not going to be as effective. Maybe that’;s why DeBeers’; slogan is: “A diamond is forever.” & not “A diamond is expensive.” The first has a nicer ring to it, doesn’;t it? All of the sudden what was a several thousand dollar bill is now a lifetime investment, and a product that lasts a lifetime has a very high value, because the relative cost becomes less and less every year we still have it. Without changing the product or the price, we are able to influence buyer behavior simply by conveying a different attitude towards the good. Change The Unit Of Measurement Facebook made headlines when it bought WhatsApp, the most popular messaging app for smartphones, for a crisp $19 Billion. For many of us, however, this was just a big number. Until a slew of articles came out showcasing what Facebook could have bought instead. Then we saw that Facebook could have bought clean water for the entire planet (est. $10 billion) and we said: “;wow, that’;s A LOT of money”; The thing is people don’;t derive direct value from money, they derive it from the things that money buys. Unless of course you’;re Scrooge McDuck, and you swim in a pile of gold coins. But most of us are not, and don’;t. We look at $10 billion and say –; “;hey, that’;s pretty awesome”; But then, if you consider that it’;s equivalent to clean water for the entire planet, you begin to think “;now that’;s AWESOME”;. Therefore, if you want to closely convey the value of something, you put it in terms of other goods that people recognize. The beauty is, it works both ways. Consider a relatively expensive item such as the cost of a gym membership (ballpark $50 a month). For your average family, this is a decent amount of money for a monthly membership fee. But if you’;re Gold’;s gym and you say “;well, it’;s just the price of three large pizzas”;, all of the sudden it sounds a lot more reasonable. I can just scale back on those pizzas (which I should anyways if I want to live a healthier life) and then I can afford this membership. Einstein famously said “;It’;s all relative”;, and we see that pricing is no different –; we just need something to make it relative to. Rebrand It To Improve It’;s Image It’;s probably no wonder why so many movie stars are hired to endorse products. We want product X to be cool (or whatever adjective you’;re going for). Stars are cool. If they endorse product X, product X is now cool. In fact, this type of marketing has been around for centuries. Consider the legend of Frederick The Great and how he introduced potatoes to Austria. As the story goes, the Prussians were in the midst of a horrible famine. Frederick believed that potatoes were the answer. The thing is, no one really likes potatoes. Right? So, instead, he made potatoes a “;royal”; vegetable and ordered his soldiers to guard the royal potato field. This made potatoes something to be coveted, which made peasants want them, which made them widespread. There are many ways to approach this in the 21st century, packaging, for example, is a big one. Consider the toy industry. There is a perception that a larger package equals greater value. If there are two packages on a shelf with the same volume, but one has a package size of a quarter less material (and they’re the same price), a good percentage of consumers will automatically choose the larger package. (Source) Because, as they say, bigger is better. Now that might be the toy industry. In the alcohol industry it might be a shinier, flashier box. Either way, we can change the object’;s image, either literally through packaging, or figuratively through associating and branding, to improve its perceived value. Convey Scarcity Or Urgency Traditional micro-economic theory assumes that consumer preferences are independent of market forces like supply, demand, and price. However, this assumption is inconsistent with psychological research on commodity theory; we believe that the rarer something is the more valuable it must be. Consider the example of the rare 1865 baseball card auctioned for $80K. Baseball cards are virtually entirely perceived value, and this one, being a supposed “;one of a kind”; sold for astronomically high prices. And further evidence supports this. , subjects read about a white wine that was described as either scarce or available depending on the experimental condition. In addition, subjects either were or were not informed about how much the wine cost. After reading the description of the wine, subjects evaluated it on a variety of measures such as perceived expensiveness and desirability. The study found that scarcity enhanced the perceived expensiveness and desirability of a wine only when subjects were not told how much it cost. Reverting back to the baseball card example, we see that where there is no price associated with the item itself, its value is primarily dependent on its scarcity. Since it is a one of a kind, it is very valuable. Nowadays, you might see variations of this such as: - “;Limited time only”; - “;Special Offer”; - “;Only 5 items left”; This copywriting is ubiquitous in marketing and it is used to convey scarcity and increase demand and price. Showcase Proof One of the biggest questions consumer’;s have concerning a product is, is it going to do what it’;s supposed to do? Can I trust it? We can increase the perceived value of a product by decreasing the fears that consumers have about it in a variety of ways, such as: Money Back Guarantees The first incidence of the Money Back Guarantee is credited to J.R. Watkins, who cooked natural remedies in his kitchen, bottled them in his woodshed and sold them door-to-door from a horse and buggy.(Source) Because, as they say, bigger is better. Now that might be the toy industry. In the alcohol industry it might be a shinier, flashier box. Either way, we can change the object’;s image, either literally through packaging, or figuratively through associating and branding, to improve its perceived value. Testimonials People want to envision seeing themselves succeeding with the product. One way to accomplish this is through approximation –; showing them people like themselves who succeeded i.e testimonials. This is why landing pages and commercials so often quote past consumers on the success they’;ve had with the product/service. We can assume that if I am like this person, and this person succeeded, then I too, will succeed. Video Proof Who can forget the Bounty Quicker Picker Upper commercials from the 90’;s? Fast forward to 18 seconds and we see that, accompanying research, is a video, side by side comparison of Bounty outperforming the national brand. What is the message here? Essentially it is “;live”; proof that Bounty is better than the national average. We have every reason to believe that we can replicate the video in real life because it was made in real life, therefore, we can trust the product. Free Trials What a better way to build authority than to offer a free trial. It’;s essentially no risk for the customer, but will it decrease conversions? Consider the following case study performed by GetResponse. GetResponse wanted to test if adding a “Free Trial” button on the home page would influence the number of purchases of paid accounts and number of registrations of free accounts. They setup an A/B test in which one variation had an extra “Free Trial” button next to the “Buy Now” button. The results were that by adding free trial buttons on homepage, the number of free accounts increased by 158.60%, while there was no negative influence on the number of paid accounts created via homepage. Show Authenticity Some products’; selling point is their authenticity, and again, this is a point of fear for many consumers, particularly with luxury goods where fakes are widespread. Consider this case study by Express Watches, which wanted to ensure customers that their products were authentic. They replaced an image on the right hand side of the product that initially said “Never Beaten on Price” in the control. The result was a 107% jump in conversion rate during the 30 day test, taking the conversion rate from 1.81% to 3.76% overall and effectively doubling Express Watch’s business. Note that this badge of authenticity was not simply added as an extra, but in fact it replaced the badge in control that guaranteed low prices. This proof of authenticity converts doubters that they might get something other than what they are expecting. As a result, their perceived value of raised and they are more inclined to buy at the same price level. Compare It To More Expensive Alternatives Let’;s say I want to whiten my teeth –; what are my options? - I can buy a whitening toothpaste (price $10-$15) - I can buy whitening strips (Price $40) - Or I can get a professional teeth whitening done (Price $400+) If I’;m trying to sell whitening strips then I may consider positioning it up against a professional teeth whitening. Our perception is most likely that the professional teeth whitening is going to do a better job because it’;s - More expensive - Done by a professional - More time intensive And in all likelihood, it is more effective. But is it 10x more effective, to justify the 10x increase in price? Effectiveness is important, but perhaps more important is effectiveness per cost i.e value. If we didn’;t care about effectiveness per cost, everyone would go out an buy a Porsche. As such, if we feel that the whitening strips have a superior effectiveness per cost, which is almost the default scenario as a result of us not being able to properly quantify the effectiveness of the more expensive good, we’;re more inclined to purchase them. Even though my teeth won’;t be as white if I do so. Tell People The Value, Even If You’;re Selling For Less Ever wonder why Neil Patel has “;Valued at $300″; on his opt in form, even though he is giving it away for free (in exchange for your email)? The reason, is because he wants to convey the value of what he is giving away. This leads people to believe that they are getting a deal, and people like deals. It’;s the same reason why the left is more preferred over the right: Value is in the eyes of the beholder. Whatever Neil is valuing his course at is, for the most part, arbitrary, since he is giving it away for free. At the end of the day, I would rather pay $40 for something I think is worth $48, then $39 for something I think is worth $39. Or in Neil’;s case, I would rather get something for free that I think is worth $300, than something for free, of which I cannot determine the value (but may assume something less than $300). Improve Typography There is a lot to be said in the words that we use and the way that we use them. Even details as seemingly minuscule as the size of our font can have impacts on the bottom line conversions. Marketing professors at Clark University and The University of Connecticut found that consumers perceive sale prices to be a better value when the price is written in a small font rather than a large, bold typeface. Additionally, one restaurant during lunch time, found that removing dollar signs from prices (24 instead of $24) increased sales. Even just adding zeros at the end of the price make a product appear more expensive. Why? Because this lengthens the time that a customer spends reading the price and heightens the sensitivity that the customer has to spending actual money. Typography can be used to evoke certain moods from customers and therefore it is important to pay close attention that our typography matches our intended messaging. Give Bonuses Before Discounts What would you rather have? Buy one month get the second free (off a monthly subscription), or 50% off the first two months? As you might note, these two offers are equivalent. Or are they? According to most consumers, the first is preferred (despite the fact that, mathematically, the two offers are equivalent). A research team at University of Minnesota’s Carlson School of Management found thatconsumers are more interested in getting more than getting discounts (less), even when the offers are equivalent. This is known as price innumeracy and stems from the average consumer’;s inability to make basic mathematical comparisons. Nowadays, it seems, less is just less, and more is more. From a branding perspective, additional features, add-ons, or all around bonuses may do a better job at increasing your product’;s perceived value than slashing prices. Conclusion Two typical actions to increase sales are to - Lower prices - Increase actual value (improve the quality or functionality of the product) Option one decreases revenue, while option two increases costs, and therefore both options can negatively affect our bottom line (unless we were at a suboptimal place to begin with). Another, more strategic way to improve conversions is to focus on increasing the perceived value of our product. In many cases, as we have seen with the wine example, perceived value and actual value go hand and hand in the eye’;s of the consumer. Therefore, it is worth exploring all the options before we break the bank. What other ways can you think of to increase perceived value?
1.1 2.1 3.1 4.1 5.1 6.1 7.1 8.1 9.1 10.1 11.1 12.1 13.1 14.1 15.1 16.1 17.1 18.1 19.1 20.1 21.1 22.1 23.1 24.1 25.1 26.1 27.1 28.1 29.1 29.2 30.1 31.1 31.2 32.1 33.1 34.1 35.1 36.1 37.1 38.1 39.1 40.1 41.1 42.1 43.1 44.1 45.1 46.1 47.1 48.1 49.1 50.1 51.1 52.1 53.1 54.1 55.1 56.1 57.1 58.1 59.1 60.1 61.1 62.1 63.1 64.1 65.1 66.1 66.2 66.3 67.1 68.1 69.1 69.2 70.1 70.2 71.1 72.1 73.1 74.1 74.2 74.3 75.1 76.1 77.1 77.2 78.1 79.1 80.1 80.2 81.1 81.2 82.1 83.1 83.2 83.3 84.1 85.1 85.2 86.1 87.1 88.1 89.1 90.1 91.1 92.1 93.1 94.1 95.1 96.1 96.2 97.1 98.1 98.2 99.1 100.1 101.1 102.1 103.1 104.1 105.1 106.1 107.1 108.1 109.1 110.1 111.1 112.1 113.1 114.1 115.1 115.2 116.1 117.1 118.1 119.1 120.1 121.1 121.2 122.1 122.2 123.1 124.1 125.1 126.1 127.1 128.1 129.1 130.1 131.1 132.1 133.1 134.1 135.1 135.2 136.1 137.1 138.1 139.1 140.1 141.1 142.1 143.1 143.2 144.1 145.1 146.1 147.1 148.1 149.1 150.1 151.1 152.1 153.1 154.1 155.1 156.1 157.1 158.1 159.1 160.1 161.1 162.1 163.1 164.1 165.1 166.1 167.1 168.1 169.1 170.1 171.1 172.1 173.1
An lá eile a bhí mé ag breathnú ar webinar, áit a raibh an ósta ag díol a táirge do $397. Ag deireadh an chur i láthair, Fágadh mé leis an gcinneadh i dtaobh an bhfuil nó nach raibh mé ag dul a cheannach. In ainneoin na n-éileamh ag an ósta go raibh an táirge fiú go maith thar an $397 tag praghas, Chinn mé go dtí mé, it wasn’;t worth it. Mar sin féin, Bhí sé suimiúil dom go nádúrtha mbeadh roinnt daoine a bheadh a cheannach, chomh maith le roinnt daoine a nach mbeadh. Cén chaoi a bhfuil sé seo indéanta? Is é an freagra a fheictear luach. Má bhí cónaí orainn i ndomhan ina raibh an luach a bhaineann le dea-indisputably comhionann lena chlib praghas, ní ba mhaith linn a bheith ar na saincheisteanna. Ina áit sin, cónaí orainn i ndomhan ina daoine teacht suas leis an léiriú féin ar an luach meabhairbhraite a dea-. Má tá a luach meabhairbhraite níos mó ná an chlib praghas, i gcúinsí an chuid is mó a bheidh siad a cheannach. Más rud é nach bhfuil sé, they won’;t. It’;s really as simple as that. Luach Cén fáth go bhfuil bhraitear tábhachtach? Má ghlacaimid an bhfíric go thoradh le luach meabhairbhraite níos mó ná an chlib praghas tomhaltóir a cheannach, ansin ní mór dúinn dhá rogha. Is féidir linn a níos ísle ar an bpraghas, den sórt sin go mbeidh sé titim faoi bhun a luach meabhairbhraite, nó, is féidir linn a cur lena luach meabhairbhraite an táirge, den sórt sin go dtrasnaíonn sí an tairseach praghas. As an dá mhodh thuas, atá níos fearr? Logically, ba mhaith linn a thabhairt i gcrích go bhfuil ardú ar an luach a fheictear níos fearr ná ísliú an praghas agus a shocrú do corrlaigh bhrabúis níos cúinge. Tá sé seo go bunúsach, an bunúsacha na margaíochta agus fógraíochta, and it is why companies spend billions of dollars a year to convince consumers why their product is “;worth it”;. Ach ní go tapa mar sin. In a lán cásanna a ardú ar an luach a fheictear táirge a thagann ar chostas, mar sin nach bhfuil sé gearrtha amhlaidh agus tirim. Mar sin féin, má táimid lenár gcinntí trí thaighde, beidh muid a fheiceáil go bhfuil go leor le roinnt bealaí chun cur le luach meabhairbhraite gan dian cáin a ghearradh ar ár sparán. Let’;s explore. Méadú ar an Praghas An chuid is mó de dúinn claonadh chun a chreidiúint go bhfuil daoine ag iarraidh a cheannach earraí níos saoire chun airgead a shábháil. Cé go bhfuil roinnt fírinne leis, is féidir leis an os coinne a bheith díreach fíor chomh; uaireanta daoine ag iarraidh a cheannach ar an mír níos costasaí. Robert Cialdini, údar an fearr Tionchar a imirt úrscéal a dhíol, a chur sé is fearr: "I margaí ina nach bhfuil daoine go hiomlán cinnte ar conas cáilíocht a mheasúnú, úsáideann siad praghas mar seastán-i do chaighdeán. " I mbeagán focal, daoine glacadh leis go bhfuil earraí ar phraghas níos airde níos fearr (mar gheall ar, go minic, go bhfuil siad). Tá sé seo faoi deara go háirithe le só-earraí. I staidéar ag Stanford agus Caltech taighdeoirí earcaithe 11 fireann Caltech mic léinn iarchéime a dúirt thaitin siad fíon dearg. Dúradh na hábhair go mbeadh siad ag iarraidh cúig Sauvignons Cabernet éagsúla. Ach, Tugadh cuireadh ach trí fhíonta a úsáidtear dhá dhó. An chéad fíon, a bhfuil costas de ghnáth $5, Taispeánadh i dhá buidéil, costáil amháin $5 (praghas fíor) agus ceann amháin ar chostas supposedly $45 (praghas falsa). Rinneadh an dara fíon a rinneadh i droim ar ais, chosnaíonn ghnáth $90 agus léirítear i $90 agus $10 buidéal. Fuair siad amach go ag méadú an praghas ar a bhraitear buidéal fíona méadú ar an taitneamh iarbhír agus a bhraitear go tasters a dhíorthaítear ó ól an fíon. Dúirt na rannpháirtithe a d'fhéadfadh siad a blas cúig fhíonta éagsúla, cé nach raibh ach trí cinn, agus chuir sé go tasted na fíonta atá aitheanta mar níos costasaí níos fearr. Sa chás seo,, is léir go ach a chur tag praghas ard ar buidéal fíona a bhí go leor chun cur leis an luach meabhairbhraite (a ansin aistrithe iarbhír i luach iarbhír trína taitneamh a bhaint as é). Ina theannta sin, we can conclude that when it comes to wine –; fhios ag aon duine i ndáiríre cad atá siad ag caint faoi. Tóg Praghas Off an Tábla Sometimes it’;s better to direct a consumer’;s focus away from price altogether. Is Praghsáil icky, tar éis an tsaoil, agus luaitear airgead claonadh a dhéanamh le daoine a tharraingt siar níos fisiciúil agus níos lú seans ann cabhrú le daoine eile –; nach bhfuil an cineál giúmar mhaith leat do thomhaltóirí i. Agus nuair a tá tú só maith, cosúil le diamonds, that are already priced so high –; ardú praghas nach dócha ag dul a bheith chomh héifeachtach agus. Maybe that’;s why DeBeers’; Tá mana: “A diamond is forever.” & Ní "Tá Diamond daor." An chéad Tá fáinne nicer dó, doesn’;t it? Tá gach de na tobann cad a bhí roinnt mílte dollar bille anois infheistíocht feadh an tsaoil, agus tá a táirge a mhaireann ar feadh an tsaoil le luach an-ard, toisc go mbeidh an costas coibhneasta níos lú agus níos lú gach bliain tá muid fós é. Gan athrú ar an táirge nó ar an bpraghas, bhfuil muid in ann tionchar a imirt ar iompar ceannaitheoir go simplí trí iompar dearcadh difriúil i dtreo an dea-. Athraigh an tAonad Of Tomhas Rinne facebook ceannlínte nuair a cheannaigh sé WhatsApp, an app teachtaireachta is coitianta do smartphones, ar feadh crisp $19 Billiún. I gcás go leor de dúinn, áfach, Bhí sé seo ach roinnt mór. Go dtí slew earraí tháinig amach taispeáint cad Facebook d'fhéadfadh a cheannaigh ina ionad. Ansin, chonaic muid go bhféadfadh Facebook a cheannaigh uisce glan le haghaidh an phláinéid ar fad (Is. $10 billiún) agus dúirt muid: “;WOW, that’;s A LOT of money”; Is é an rud people don’;t derive direct value from money, dhíorthú siad é ó na rudaí a cheannaíonn airgead. Unless of course you’;re Scrooge McDuck, agus snámh tú i carn de bhoinn óir. Ach nach bhfuil an chuid is mó de dúinn, and don’;t. We look at $10 billion and say –; “;hug, that’;s pretty awesome”; Ach ansin, if you consider that it’;s equivalent to clean water for the entire planet, you begin to think “;now that’;s AWESOME”;. Dá bhrí sin,, más mian leat a chur in iúl go dlúth luach de rud éigin, chuir tú é i dtéarmaí na n-earraí eile a aithníonn daoine. Is é an áilleacht, oibríonn sé an dá bhealach. Smaoinigh ar earra sách daor, mar shampla an costas a bhaineann le ballraíocht giomnáisiam (ballpark $50 in aghaidh na míosa). Chun do theaghlach an meán, tá sé seo le méid réasúnta airgid ar tháille ballraíocht mhíosúil. But if you’;re Gold’;s gym and you say “;go maith, it’;s just the price of three large pizzas”;, gach ceann de na tobann fuaimeanna sé go leor níos réasúnta. Is féidir liom a scála díreach ar ais ar na píotsa (ar chóir mé ag anyways más mian liom chun saol níos sláintiúla) agus ansin is féidir liom acmhainn seo ballraíocht. Einstein famously said “;It’;s all relative”;, and we see that pricing is no different –; ní mór dúinn ach rud éigin a dhéanamh i gcoibhneas le. Rebrand It To Improve It’;s Image It’;s probably no wonder why so many movie stars are hired to endorse products. Ba mhaith linn a táirge X a bheith fionnuar (or whatever adjective you’;re going for). Tá réaltaí fionnuar. Má thacaíonn siad táirge X, Is táirge X fionnuar anois. Go deimhin, Tá an cineál seo margaíochta a bhí thart ar feadh na gcéadta bliain. Smaoinigh ar an finscéal Frederick Mór agus conas a thug sé prátaí ar an Ostair. Mar a théann an scéal, bhí na Prussians i measc na gorta Uafásach. Chreid Frederick go raibh prátaí an freagra. Is é an rud, Is maith aon duine i ndáiríre prátaí. Ceart? Mar sin,, ina ionad, he made potatoes a “;royal”; glasraí agus d'ordaigh a chuid saighdiúirí a garda an réimse prátaí ríoga. Seo a rinneadh prátaí rud éigin a coveted, a rinne peasants is mian leo, a rinne forleathan iad. Tá go leor bealaí a chur chuige seo sa 21ú haois, pacáistiú, mar shampla, Is ceann mór. Smaoinigh ar an tionscal bréagán. Tá tuiscint ann go ionann pacáiste níos mó ar luach níos fearr. Má tá dhá pacáistí ar sheilf leis an toirt chéanna, ach tá ceann a mhéid an phacáiste ón gceathrú cuid ábhair lú (agus tá siad ar an bpraghas céanna), céatadán maith de thomhaltóirí a roghnú go huathoibríoch ar an bpacáiste níos mó. (Foinse) Mar gheall ar, mar a deir siad, Tá níos mó níos fearr. Anois d'fhéadfadh a bheith ar an tionscal bréagán. Sa tionscal alcóil d'fhéadfadh sé a bheith ina shinier, bosca flashier. Bíodh bealach, we can change the object’;s image, ceachtar literally trí pacáistiú, nó figuratively trí chomhlachú agus brandáil, chun feabhas a chur ar a luach meabhairbhraite. In iúl ganntanas Nó Práinne Glacann micrea-eacnamaíoch teoiric Traidisiúnta go bhfuil roghanna do thomhaltóirí neamhspleách fhórsaí an mhargaidh mar an soláthar, ar an éileamh, agus praghas. Mar sin féin, tá an toimhde nach dtagann sé le taighde síceolaíoch ar theoiric tráchtearraí; creidimid go bhfuil an rud éigin rarer an níos luachmhaire caithfidh sé a bheith. Smaoinigh ar an sampla de an annamh 1865 cárta baseball auctioned le haghaidh $ 80K. Cártaí baseball go beagnach luach hiomlán a fheictear, agus an ceann seo, being a supposed “;one of a kind”; dhíol le haghaidh praghsanna arda astronomically. Agus tacaíonn fianaise bhreise seo. , ábhair a léamh faoi fíon bán a bhí cur síos ar mar ceachtar gann nó ar fáil ag brath ar an gcoinníoll turgnamhach. Chomh maith leis sin, ceachtar raibh ábhair nó nár ar an eolas faoi cé mhéad an costas fíona. Tar éis a léamh an cur síos ar an fíon, subjects evaluated it on a variety of measures such as perceived expensiveness and desirability. Fuair an staidéar amach go ganntanas feabhas expensiveness bhraitear agus a inmhianaithe fíona ach amháin nuair nach raibh ábhair inis cé mhéad costas air. Bheifí ar ais go dtí an sampla cárta baseball, feicimid go nuair nach bhfuil aon praghas a bhaineann leis an mír féin, is é a luach ag brath go príomha ar a ganntanas. Ós rud é go bhfuil sé ar cheann de chineál, tá sé an-luachmhar. Lá atá inniu ann, go dtiocfadh leat a fheiceáil athruithe mar seo ar nós: - “;Limited time only”; - “;Special Offer”; - “;Amháin 5 items left”; Tá an copywriting uileláithreach i margaíocht agus úsáidtear é ganntanas a chur in iúl agus éileamh agus praghas a mhéadú. Cruthúnas Showcase One of the biggest questions consumer’;s have concerning a product is, is it going to do what it’;s supposed to do? An féidir liom muinín é? Is féidir linn a mhéadú ar luach a fheictear táirge ag laghdú an eagla go bhfuil tomhaltóirí mar gheall air ar bhealaí éagsúla, mar shampla: Ráthaíochtaí Airgead Ar ais Is é an chéad minicíocht an Ráthaíocht Ar ais Airgead chun sochair JR. Watkins, a cooked leigheasanna nádúrtha ina chistin, mbuidéil iad ina woodshed agus a dhíoltar iad dhoras go doras ó capall agus Buggy.(Foinse) Mar gheall ar, mar a deir siad, Tá níos mó níos fearr. Anois d'fhéadfadh a bheith ar an tionscal bréagán. Sa tionscal alcóil d'fhéadfadh sé a bheith ina shinier, bosca flashier. Bíodh bealach, we can change the object’;s image, ceachtar literally trí pacáistiú, nó figuratively trí chomhlachú agus brandáil, chun feabhas a chur ar a luach meabhairbhraite. Testimonials Daoine ar mian leo a envision iad féin a fheiceáil ina dhiaidh sin leis an táirge. One way to accomplish this is through approximation –; a thaispeáint dóibh daoine cosúil iad féin a d'éirigh .i testimonials. This is why landing pages and commercials so often quote past consumers on the success they’;ve had with the product/service. Is féidir linn glacadh leis go bhfuil má tá mé mar an duine seo, agus an duine seo d'éirigh, ansin mé ró, éireoidh. Video Cruthúnas Who can forget the Bounty Quicker Picker Upper commercials from the 90’;s? Ar aghaidh go tapa chun 18 soicind agus feicimid go, taighde a ghabhann, Is físeán, taobh le comparáid taobh Bounty outperforming an branda náisiúnta. Cad é an teachtaireacht anseo? Essentially it is “;live”; cruthúnas go bhfuil Bounty níos fearr ná an meán náisiúnta. Ní mór dúinn gach cúis aige chun a chreidiúint gur féidir linn mhacasamhlú an físeán i saol fíor toisc go raibh sé déanta i saol fíor, dá bhrí sin,, Is féidir linn muinín an táirge. Trialacha Saor in Aisce Cén slí níos fearr a údarás a thógáil ná mar a thairiscint triail saor in aisce. It’;s essentially no risk for the customer, ach beidh sé laghdú conversions? Smaoinigh ar an méid seo a leanas cás-staidéar a rinne GetResponse. GetResponse wanted to test if adding a “Free Trial” button on the home page would influence the number of purchases of paid accounts and number of registrations of free accounts. Siad thus thástáil A / B ina raibh "Triail Saor in Aisce" a bhrú breise athrú amháin in aice leis an "Ceannaigh Anois" a bhrú. Bhí na torthaí go bhfuil ag cur cnaipí triail saor in aisce ar leathanach baile, an líon na gcuntas saor in aisce méadú de 158.60%, cé nach raibh aon tionchar diúltach ar líon na gcuntas a íocadh a cruthaíodh trí leathanach baile. Taispeáin Barántúlacht Some products’; Tá pointe díol a n-barántúlacht, agus arís, tá sé seo le pointe eagla a lán tomhaltóirí, go háirithe le hearraí só-áit a bhfuil fakes forleathan. Smaoinigh seo cás-staidéar ag Fairí Express, a bhí ag iarraidh a chinntiú go bhfuil custaiméirí go raibh a gcuid táirgí barántúla. Siad in áit íomhá ar thaobh na láimhe deise ar an táirge a dúirt ar dtús "Ná buailte ar Praghas" i rialú. Ba é an toradh a 107% léim i ráta comhshó i rith na 30 Tástáil lae, ag cur an ráta comhshó ó 1.81% go 3.76% tríd is tríd agus go héifeachtach dúbailt gnó Express Watch ar. Tabhair faoi deara nach seo suaitheantas ar bharántúlacht cuireadh ach mar breise, ach i ndáiríre in áit é an suaitheantas i rialú a ráthaítear praghsanna íseal. Seo cruthúnas ar bharántúlacht athraíonn doubters go bhféadfadh siad a fháil ar rud éigin eile seachas an méid a bhfuil siad ag súil. Mar thoradh air sin, a luach meabhairbhraite de ardaithe agus tá siad níos claonta a cheannach ar an leibhéal praghsanna céanna. Déan comparáid idir é a Roghanna níos daor Let’;s say I want to whiten my teeth –; cad iad na roghanna atá agam? - Is féidir liom a cheannach Toothpaste whitening (praghas $10-$15) - Is féidir liom a cheannach stiallacha whitening (Praghas $40) - Nó is féidir liom a fháil ar fiacla gairmiúil whitening dhéanamh (Praghas $400+) If I’;m trying to sell whitening strips then I may consider positioning it up against a professional teeth whitening. Our perception is most likely that the professional teeth whitening is going to do a better job because it’;s - Níos costasaí - Arna dhéanamh ag gairmiúil - Níos mó ama dian Agus i ngach dóchúlacht, tá sé níos éifeachtaí. Ach tá sé 10x níos éifeachtaí, a dhlisteanú an 10x méadú i bpraghas? Tá Éifeachtacht tábhachtach, ach b'fhéidir níos tábhachtaí éifeachtúlacht ó thaobh costais in aghaidh an ie luach. If we didn’;t care about effectiveness per cost, go mbeadh gach duine dul amach ar a cheannach Porsche. Mar sin, má bhraitheann muid go bhfuil na stiallacha whitening ar éifeachtacht níos fearr in aghaidh an costas, atá beagnach an scéal réamhshocraithe mar thoradh ar dúinn nach bheith in ann a chainníochtú i gceart ar éifeachtacht an dea-níos costasaí, we’;re more inclined to purchase them. Even though my teeth won’;t be as white if I do so. Inis Daoine Luach, Even If You’;re Selling For Less Ever wonder why Neil Patel has “;Valued at $300″; ar a rogha an diúltaithe i bhfoirm, cé go bhfuil sé ag tabhairt ar shiúl ar saor in aisce (mar mhalairt ar do r-phost)? An chúis, mar gheall ar mian sé a chur in iúl ar an luach ar a bhfuil sé ag a thabhairt ar shiúl. Seo mar thoradh ar na daoine chun a chreidiúint go bhfuil siad ag fáil déileáil, agus daoine cosúil Déileálann. It’;s the same reason why Is é an taobh clé níos fearr thar an gceart: Tá luach i súile an beholder. Cibé rud a bhfuil Neil meas a chúrsa ar é, don chuid is mó, treallach, ós rud é go bhfuil sé ag tabhairt ar shiúl ar saor in aisce. Ag deireadh an lae, Ba mhaith liom a íoc in áit $40 as rud éigin Sílim go bhfuil fiú $48, ansin $39 as rud éigin Sílim go bhfuil fiú $39. Or in Neil’;s case, Ba mhaith liom rud éigin a fháil in áit saor in aisce go Sílim go bhfuil fiú $300, ná rud éigin saor in aisce, nach féidir liom a chinneadh an luach (ach d'fhéadfadh rud éigin níos lú ná glacadh $300). Feabhas a chur ar Typography Tá go leor a rá i na focail a úsáid againn agus an bealach a úsáid againn orthu. Is féidir fiú sonraí mar is cosúil gcruthaíonn sé minuscule leis an méid ar ár cló tionchar ar na conversions líne bun. Ollúna margaíochta ag Clark Ollscoil agus an Ollscoil Connecticut le fáil go bhrath tomhaltóirí praghsanna díola a bheith ina luach níos fearr nuair a bhíonn an praghas a scríofa i cló beag seachas mór, cló trom. Ina theannta sin, bialann amháin le linn am lóin, fuarthas amach go a bhaint comharthaí dollar ó phraghsanna (24 in ionad $24) díolacháin méadaithe. Fiú amháin nialais chur ag deireadh an praghas a dhéanamh ar a táirge le feiceáil níos costasaí. Cén fáth? Toisc go lengthens sé seo an t-am a chaitheann custaiméir ag léamh an praghas agus heightens íogaireacht go bhfuil an gcustaiméir a airgead a chaitheamh iarbhír. Is féidir clóghrafaíocht a úsáid chun evoke moods áirithe ó chustaiméirí agus dá bhrí sin tá sé tábhachtach a aird go mbeidh ár clóghrafaíocht ár teachtaireachtaí atá beartaithe. Tabhair Bónais Roimh Lascainí Cad a bhfuil tú in áit? Ceannaigh aon mhí a fháil ar an dara saor in aisce (as síntiús míosúil), nó 50% as an chéad dá mhí? Mar a d'fhéadfadh tú faoi deara, tá an dá tairiscintí coibhéiseacha. Nó tá siad? De réir formhór na dtomhaltóirí, is fearr an chéad (in ainneoin go, matamaiticiúil, Is iad an dá tairiscintí comhionann). Foireann taighde ag Ollscoil Minnesota ar Carlson Scoil na Bainistíochta fuarthas amach goTá tomhaltóirí níos mó suim a fháil níos mó ná lascainí a fháil (níos lú), fiú nuair atá na tairiscintí coibhéiseach. This is known as price innumeracy and stems from the average consumer’;s inability to make basic mathematical comparisons. Lá atá inniu ann, is cosúil, níos lú ach níos lú, agus tá sé níos mó. Ó thaobh brandáil, gnéithe breise, add-ons, or all around bonuses may do a better job at increasing your product’;s perceived value than slashing prices. A thabhairt i gcrích Dhá ghníomh tipiciúil a mhéadú díolacháin a - Praghsanna níos ísle - Méadú ar luach iarbhír (cáilíocht nó feidhmiúlacht an táirge a fheabhsú) Rogha amháin laghduithe ioncam, agus costais rogha dhá mhéadú, agus dá bhrí sin is féidir an dá rogha tionchar diúltach ar ár líne bun (mura rud é go raibh muid in áit suboptimal chun tús a chur leis). Eile, Is bealach níos straitéisí conversions a fheabhsú chun díriú ar mhéadú ar an luach a fheictear ar ár dtáirge. In a lán cásanna, mar atá feicthe againn leis an sampla fíon, perceived value and actual value go hand and hand in the eye’;s of the consumer. Dá bhrí sin,, is fiú féachaint ar na roghanna go léir sula sos againn ar an mbanc. Cad iad na bealaí eile ar féidir leat smaoineamh ar a mhéadú ar luach meabhairbhraite?