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Nearby Words

 

DisciplinesMarketing > Pricing > Nearby Words

Description | Example | Discussion | See also

 

Description

Use words around the price to make suggestions that the price is particularly good value or that the product should be bought as soon as possible. The types of words you can use include:

  • Just...
  • Only...
  • Reduced to...
  • Look at this!...
  • Last few at...
  • This week only...
  • ...including tax
  • ...including guarantee
  • ...until price rise next month
  • ...cheapest in town
  • ...price promised

Even an exclamation point after the price can suggest good value (eg. $50.00!).

Example

A shop adds 'just' before prices on its lead items of the week. It sells many more.

A market trader adds a 'half shop price' note after the price on her wares.

Discussion

When we look at a price, we want to know how good this is, so we look for clues around it. Even though we know that words added are promotional, many of us find these encouraging.

A common principle in using words nearby is to emphasize scarcity, suggesting that these are the only products at this price. Other tricks include:

  • Adding 'including tax' suggests honesty and simplifies choice.
  • 'Reduced to' indicates that the price is less than it was.
  • 'Price promise' (and even 'just', etc.) suggests that you cannot get the items cheaper elsewhere.

See also

Scarcity principle

 

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