Sean D’Souza Psychotactics – Dartboard Pricing

A series of three books that show you how to increase prices, use the yes-yes system and why sequential pricing matters

Book 1: The Psychology of Pricing

A Systematic Method To Increase Prices (Without Losing Clients)

In this book, we’re going to take a journey into the psychology of pricing, and then learn how to use a system to increase prices. We finally look at three core strategies that not only help the client buy more but stay with you longer—and at higher prices.

In this 52-page book you will learn:

• The case for increasing prices and why cheaper prices drive clients away in the long run.
• Will this pricing model for me? (How the strategy works for products, services or courses).
• The power of the Dartboard experiment—and how to price a new product or service.
• The “three gorillas” that most people miss—and why it’s so hard to increase prices without these “three gorillas” in place.

But is there a system that you can just “cut and paste”? Why yes, there is, and it’s called the Yes-Yes System.

Book 2: Increasing Prices

How to Use the Power of the Yes-Yes System

Have you noticed how you buy a product or service? In most cases, you look at what’s being offered and then look around for a better price, or at least better value. This behaviour means you’re not just considering one brand, but also working out what that brand’s competition is offering. The Yes-Yes gets rid of the competition once and for all.

Instead of your client comparing between you and the competition, they compare two prices: your regular price and the premium price. The client no longer heads away but is fixated on getting the premium offer. But what causes the client to behave in this seemingly irrational behaviour?

Why do they completely ignore the competition? Aha, you’re just about to discover the power of the Yes-Yes system.

In this 49-page book you will learn:

• Why you should provide only two buying choices for your product (never more!)
• Why 98% of clients pick the higher priced product or service (even when offered a lower price).
• Why the bonus is more important than the product or service itself (This logic makes no sense, but it works).
• Why you need to “copy” the price grid (and how any unwanted creativity will get clients to go elsewhere). This grid has been tested to perfection and in companies all over the world. It’s perfect—there’s no need to tweak it and really, you shouldn’t.

Which takes us to Book 3.

Book 3: Sequential Pricing

The Magic of Sequences (And Why They Transform A Business)

When a customer comes to your sales page, they’re faced with a range of products or services. How is the customer supposed to know where to start? The answer lies in Karate. If you’re a white belt, what comes next? If you’re a yellow belt, what comes next? Life is full of examples of sequences, where we know where we are, and where to go next.

But what if you have a ton of existing product or services? How do you string seemingly unrelated products and services together? Or let’s say you’re just starting out; how do you design a sequence that clients will follow (just like a karate sequence)?

That’s the magic of Sequential Pricing—which by the way, is the coolest book in this series.

In this in this 44-page book you will learn

• How to create amazingly powerful sequences with your products/services (clients actually follow this sequence).
• How to take clients from small products/services to higher prices—and then back down again (just like going from starters to mains—and back to dessert)
• Why you should avoid discounting completely—and what to do instead.

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