How rational do you think you are?
Pretty rational, right? You generally make good decisions, and see things as they are?
I thought so too.
I thought I was pretty rational. So does everyone else, really. We all think we’re rational, sane, above-average…
Turns out we humans are, in fact, predictably irrational.
I saw a TED talk by Dan Ariely recently, and it was a real jaw-dropper.
Dan Ariely is a behavioural economist. He’s also a fantastic speaker and author of the VERY good book Predictably Irrational. I thoroughly recommend that you read it, because it will change the way you think about yourself and others.
You can find it here.
The revelations in this book won’t just help you in your marketing, they’ll help you to make better decisions – in your life and your business.
Plus, it’s a damn good read if you’re even remotely interested in people and their behaviour (and why on Earth wouldn’t you be?).
Here’s a quick takeaway for you though: perception of price is altered depending on the way that price is presented. That means that you have to take everything into consideration when selling to your prospects and customers.
If you’re selling in person, consider what you’re wearing and the location you choose.
If you’re selling online, consider what the website looks like, and what else is on the page.
If you’re selling in a retail setting, consider the look and feel of the shop and what else is there.
And if you’re negotiating, remember this: it’s what you say before you say what you want to say that’s important.
That’s quite a thing to get your head around, Harriet. It will transform the way you pitch your pricing and it will make you a LOT more money, if you master it. Which is why I cover it in more detail in my book, Business For Superheroes.
Vicky Fraser is a copywriter, author, and entrepreneur. She really did run away with the circus… but when she’s not swinging from a trapeze, she’s showing other copywriters and small business owners how to work with better clients, make more money, and stop missing bathtimes, first words, and dinners with angry partners. In fact, she wrote the book on it. Get your copy here.
PS Do give Dan Ariely’s TED Talk a watch. It’s 17 minutes long, but it’ll feel like 10. Honestly, you will not regret watching this.