This kind of thinking is so common, yet so wrong. People use price as a mental shortcut for quality. Ferrari vs. Honda. Saks vs. Target. Jimmy Choo shoes and Gucci handbags. We “know” the pricier item is the better item. And sometimes we get fooled, but those times are the exception, not the rule.

The only time putting the price down results in sales is when stores discount. Yay, 25% off, and they buy.

But while people will buy, they also learn not to pay full price because they think you overpriced in the first place. Even if you didn’t.

Discounting is a race to the bottom, because there’s always someone willing to go out of business faster than you.

Sorry for the rant — lol. This is what I do for a living.

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