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Psychological triggers: Price

Psychological triggers: Price: Writing Ad Copy
Psychological triggers: Price: Writing Ad Copy

Consumer Choice Theory dictates that rational consumers seek to maximize their utility of a potential purchase given their budget constraints. While ad copy tends to focus on the “utility” aspect of this theory, is it possible to shape how the budget constraint is presented? The psychology of pricing is one of the most overlooked aspects of successful ad copy, yet price is one of the first things people look at when making a decision. In this video tutorial, Mike explains how marketers may not be able to change the price, but they can shape how that price is perceived and its role in ad copy and provides five strategies you can use in your next piece of ad copy to make sure the price really is right.

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Skill Level Beginner
1h 7m
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