The Price Trick That Makes People Say "Shut Up and Take My Money!"

Ever walked into a store, saw a $300 jacket slashed down to $150, and thought, “Damn, that’s a steal!”?

Yeah, you just got hit with price anchoring—one of the most powerful (and totally ethical) persuasion tools in marketing.

What Is Price Anchoring?

Price anchoring is when businesses set an initial (higher) price as a reference point, so when they lower it, customers perceive it as a great deal. It’s how our brains work—we compare prices rather than judging them in isolation.

When we say "this is cheap" or "this is expensive", we always have a subconscious answer to the question "Cheap compared to what?"

Anchoring is not lying. It’s psychology. But it only works if the “anchor” price actually makes sense.

The Fake Discount Trap (And Why It Fails)

You ever see those drop-shippers listing a fidget spinner for $100, slapping a big red X on it, and then “discounting” it to $10?

Yeah… no one’s falling for that. Why?

Because there was never a valid reason for the $100 price tag in the first place. No craftsmanship, no premium materials, no justification. Just a desperate attempt to fake a deal.

If you’re going to anchor your pricing, it has to be believable.

How to Make Price Anchoring Work (Without Feeling Like a Scam Artist)

1. The Higher Price Has to Make Sense - If you're selling a course, show that the original price reflects the value—include testimonials, success stories, or bonuses that justify it. If you're selling a physical product, highlight its premium materials, limited supply, or added benefits.

   
   

2. Give a Reason for the Discount - People love deals, but they also love knowing why they’re getting one. Are you running a holiday sale? A limited-time promotion? Clearing inventory? Say it! It builds trust.

   
   

3. Use Comparisons to Reinforce Value - Ever seen a “Basic Plan” for $29, a “Pro Plan” for $99, and an “Enterprise Plan” for $299? That’s price anchoring at work. The high-end option makes the mid-tier feel reasonable.

   
   

4. Add a Bonus Instead of Just Dropping the Price - Instead of slashing prices, consider adding an extra incentive: “Normally $200, but today only, get it for $150 PLUS a free bonus!”—now it feels like a real win.

   
   

Price Anchoring Done Right = More Sales & Happy Customers

When done correctly, price anchoring isn’t deception—it’s framing. You’re showing people the real value of what they’re getting, helping them make a smart purchase.

You're pleasing the emotional side of their mind with a big deal, and you're pleasing the rational side of their mind with a valid justification for the previous price and the current price.

So, next time you structure your pricing, remember: if the value is real, the deal is real.

Now go out there and make your customers excited to buy. 🚀

Want help coming up with price structures that make people feel like they found the deal of their lifetime? Fill-in this form for a free consultation. This is what we do.