I have been thinking about how to order your pricing in a subscription model. These last couple of months i have been reading; ” Influence: The psychology of persuasion.” One of the models that the author addresses is reciprocity. He states that the compliance rate of the rejection- then- retreat technique is very significant. As an example; if we ask on a campus if a student would be willing to go to the zoo with youth juveniles every week for a year 83% would say no. But if we back off after this question and ask them to at least go once, 50% would say yes. While if we would just ask them to go once, the compliance rate is only 25%. So, by asking a more and then backing off you get your compliance rate to increase with 100%. This principle is caused by a combination of the reciprocity tendency and the contrast mis-reaction tendency. Now to the marketing part; i am wondering, why are all subscription models priced like this; free – $100 – $ 1000 ( from cheap to expensive). Wouldn’t it make more sense to go from expensive to cheap ( $ 1000 – $100 – free). By doing so people will make a concession and take the second option.
Jay’s Answer: The reciprocity model in the book is about a conversation. Start with a large demand, but with the goal of actually achieving a lessen demand. That works well when there’s one offer in front of a person at a time and you understand what the person needs.
When someone visits a website or reads your marketing materials, there’s likely no one from your company there to influence. The person reading may not be a serious lead, but is simply curious. So, would you rather have a random person interact with your company regularly (for free) or walk away? One common goal is to use the sales funnel to move them from free to very-low cost, and up the chain. You give them a taste and hope they buy a box to take home. If you start with a large price at first, the random person would read no further.
If you have a pre-qualified lead, then it would make sense to offer the $1000 option first.
Trying to optimize for an artist website and the dilemma is with the difference in his name and his “brand.” His widowed wife is the steward of his work and she is trying to carry on his artistic legacy and develop an online shop. Everyone called him “Bob” (nicknamed from Robert). And in the body copy of the website and blog he is referred to as “Bob” (and/or Bob/Last Name). But his brand, the sig on his work when he signed it, is his Middle/Last name because his familiar name, Bob/Last name, is the same as another prominent artist (and also another prominent author). And so, in trying to distinguish himself in the art market, he began using his Middle/Last name. The domain name is his brand (Middle/Last name) not Bob/Last Name. So how to optimize headings… external links, etc? And if galleries are referring to him as Middle/Last name, but the blog on the website is “Bob” because that’s what he was called by everyone… then how best to establish a primary and hierarchy naming/brand and content structure? Any assistance would be greatly appreciated.
Jay’s Answer: Experiment with the various ways you could show Bob’s name. What looks best to people? How do they compare from a search perspective? For the time being, try all the variations and see what works best (now that you have a clean slate) and optimize from there.
I have a YouTube and Instagram presence under Marta Laura Zayas. I started it with my name not thinking it would grow. I would like to rebrand the channel name and mine. My audience is mostly women over 40. Topics include health and beauty. Occasionally technology and special interest causes; the homeless, gentrification, or other community issues. I would like to focus on health topics but not loose my opportunity to include special interest issues. I hope to be a wellness coach. What name could I use on my YouTube channel that I could also use as my brand?
Jay’s Answer: Here are some naming approaches:
- Z Code for Living
- Z Club
- Life Recipes
- Happy Dose
- The Z Code
- The Club
At this point, why not leverage your name in your brand? For example, “Be Well, Marta” or “Inspiration by Marta”?
I currently sell my software for $750, per user license. This is perpetual license, and every year they pay 20% for maintenance. More and more customers are asking about subscription model. I’m looking for successful stories of transitioning from perpetual software license to subscription model – not Adobe, but small software vendors, distributors, without millions of customers. Looking for pricing ideas, how to ‘sell’ new idea to customers.
Jay’s Answer: In general, subscription means cloud-based software (think SaaS). You could transition your desktop license into a time-expiration version (rolling out a new version to support this “feature”), but it can be tricky to do this right.
From a marketing perspective, these articles may provide the insight you’re looking for:
We currently have an annual Women on the Move luncheon that follows our power women feature in our publication. Women are nominated and selected for their incredible contributions to their work place and/or their community. This event is being overhauled to liven it up, and i want it to be clear with a new name and colors – bold is the theme! Also looking to encompass more generations into this event – ideally, younger women would want to attend as an opportunity to network with these high power women.
Jay’s Answer: Some ideas to consider: “Power of Women” “Amazing Women” “Women Rising (Up)”
Need a name and tag line that excites people near and far about returning to celebrate with classmates 50 years later. They will be invited to share a low-key gala at an oceanfront country club and a couple days of hometown events. The title and tagline needs to reach out on this golden anniversary to a diverse group of individuals and engage even those who are not excited about celebrating 50 years of anything.
- Your Golden Ticket Awaits
- Go For the Gold
- Share the Golden Memories
The Parent Assn at our little catholic K-8 school is having a fundraising party with an old west or Wild West theme. We need a tag-line or title for the event. We’re having it at the Social center and our school is St Perpetua or St P’s.
Jay’s Answer: “Circle ‘Round St. P’s” or “St. P’s Jamboree”
We are about to commence a programme to bring our contact centre from an outsourcer in a different country back into our head office. We need a good name for the project – as the best our committee came up with was the Contact Centre relocation project. (Inspiring, right?!?)
Jay’s Answer: “Bringing It Home” or “Contact Begins At Home”
I need to refresh my brand and make it more inclusive to customers. My products are predominantly nuts, seeds, coconut and nut butters free from preservatives & refined sugars. Vegetarian, paleo, keto, low carb friendly, but anyone can enjoy my products (obviously just not anyone with a nut allergy!) All my products are a healthier alternative. I need something quirky to catch the attention of potential customers please.
- A Crunch Above
- Do Your Crunches!
- Less Sugar. More Crunch
I am currently planning a Innovation IT Workshop and looking for a catchy and relevant name/title for the workshops.
Inhouse staff will attend, its an open workshop where they pop in and ask anything they want IT Innovation related and get an answer or demo.
They will attend because they are interested in doing their job better or being more effective with the tools they have. It will occur approximately once a month.
Any ideas would be appreciated.
- Find IT
- Improve IT
- Fix IT
- Make IT Better