How to make your core offer look cheap…

You know what’s funny?

Nobody really wants to buy the $200 lobster at a fancy steakhouse.

But guess what happens when that lobster’s sitting on the menu…

Suddenly, the $65 ribeye looks like a steal.

That, is the magic of a price anchor.

Here’s how it works in your business:

If your core offer is, say, $3k…

You should also have a premium anchor offer sitting right next to it.

But not just a little more expensive... I’m talking 3–4x more expensive.

Big. Bold. Lobster-level.

Not because I expect you’ll sell much of it…

Because more leads will grab your core offer (and feel like they got a deal).

Only 5–10% of people (whales) will actually buy your premium offer.

But it will make you so much more that you won’t mind the extra time or resources it will take to deliver.

“But… you always say to focus on selling less things?”

Yes, you’re right.

I’m talking about selling the same thing in different ways…

Examples:

→ “Done for you” instead of “Done with you”

→ 24/7 access to you or your team

→ Deliver the service faster

→ 1:1 calls vs. group calls

In other words, the kind of upgrade that makes someone say: “Yeah, I’ll pay extra to save time and skip the line.”

But again, I’m not expecting you to sell a lot of it…

(although you will sell some, and instantly increase revenue)

I’m expecting you to increase conversions of your core offer.

Make that ribeye steak feel like an opportunity.

It’s a small change that will get you:

→ thinking bigger

→ making more money

→ worrying about bigger problems

Oh, and one more really important thing…

For this to work well, you need to mention your lobster item before your core offer.

Get them to think, Wow, first.

Then, relief when they hear about your core offer.

That’s what creates the price anchoring effect.

See you all next Thursday 👋

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