Oct 12, 2018
I take framing one step further
and talk about the power of numbers in today’s episode. This
behavioral economics podcast will be a break from our foundation
episodes. I get in to some of my most frequently asked questions
(including ending prices in 99 or 97). I also talk about pricing
strategies like using random or “interesting” numbers. I share
research, examples, and how you can apply framing using numbers in
Before I dig in, I want to thank
Justin from 52 Card Media, Jesse from Cinematic Syndicate, and
Jennifer of Jennifer Findlay Portraits for making the website look
so awesome. I have also transitioned to a new YouTube Channel and
all the full episodes of this podcast are on it. Feel free to
subscribe and share it with your friends.
- [09:17] Last week was all about
the concept of framing. Today, we take that concept one step
further by unlocking the power of numbers in your
- [09:45] The way you say
something is often more important than what you're actually saying.
This ties back to loss aversion (which was the focus of episode 9)
- remember framing something as a loss makes people twice as likely
to take action than when it is framed as a gain.
- [11:21] I talked a little bit
about pricing and Episode 5. All of the things leading up to the
price matter more than the number itself.
[12:16] Is it really better to end something in
99 than rounding up to the nearest dollar? Should my prices end in
99 or 97? Should I have a random, but interesting number like
[12:55] It's (generally) better to round down
in the 99 versus one dollar question. This works because you're
bringing down the first whole digit number. 599 looks better than
- [14:24] Consistency is key. If
you list your prices and have them one on top of the next, and they
say, 399, 499, 999 and 2500 it is just weird.
- [16:27] The great debate of 99
versus 97 (or even 95). Any of them are typically better than the
rounded 0 because of the first digit difference.
- [18:21] The LAST question on
pricing is about using totally random and sometimes “interesting”
numbers. This would mean instead of pricing something for $4,600 or
4,599 you would price it at $4,567.89 (so when you look at it the
number reads 456789.)
- [19:09] Making someone stop and
say “what?” can be good if you're trying to disrupt the buying
- [20:50] Journal of Consumer
Research study called “This Number Just Feels Right” states that
luxury pricing or other things bought on emotion (like a bottle of
champagne) sold better when it was priced at $40.00 instead of
$39.72 or $40.28.
- [22:01] In another study on the
pricing of a camera, participants favored the rounded prices
(leisure/luxury/emotional purchase) and the non-rounded prices when
they thought it was for a class project (function or looking for a
- [22:32] Bringing it back to
FRAMING: the mindset that someone is in when they are going to buy
from you matters.
- [23:26] Confidence helps you
sell and encourages people to buy.
- [24:08] Statistics and numbers
can be very persuasive when presented properly. They can also be
negatively persuasive when presented wrong.
- [25:16] Numbers help your brain
value things and make comparisons. Which helps it to make a
decision without flagging your conscious brain.
- [26:22] Look for numbers in
your business. People like to be part of the group and that is a
big reason why framing in numbers matters.
- [27:51] We make assumptions
based on the numbers we see.
- [28:49] Statistics like this
work because people want to be like everyone else.
- [29:39] To know what works
best, you need to try different types of numbers.
- [30:18] Four out of five has a
better context in the brain than 78%.
- [32:24] “Most” sounds better
than 50%. You can also try to flip the framing the other
- [33:42] Find a number in your
business and look at all the different ways to present it. Let me
know what works best for you.
- [40:30] Episode 18, is back to
behavioral economics foundations – when we will talk about priming.
You won’t want to miss it! BE thoughtful.
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