Adding to the noise

When you’re going into the market and set yourself with what the market pays/charges/”accept”, you’re only adding to the noise.

It gives your prospect one more option to choose from. This overwhelms them.
Without noticing, they go into the paradox of choice: the more choices you can choose from, the more anxiety and harder it is to choose one option.

So, unless your price stands out from the crowd, you won’t differentiate yourself. You’ll get compared on merely numbers. And you do NOT want that.

When things get too complex for your market to understand and evaluate, they go to the ONE THING they do understand: the price.

There can be 2 ways to stand out in your market re: price.

Go all the way down.

Or go up.

Going in with market-based prices (aka. what the market charges) is shooting yourself on the foot.

Uncommon offerings command uncommon prices.

And a low price with a big promise will always seem sketchy/dodgy.

Links:

​The paradox of choice | Barry Schwartz | TED Talk video. 20 mins

​Uncommon offerings command uncommon prices. art. by Tim Williams​

​“Buying Toilets” with April Dunford [vid 10 mins from the time stamp linked]