How to Make Your Price Look Like a Steal Without Changing It

Always Have an Outrageous Price Tier

In the 90s, Williams-Sonoma launched a $275 bread maker. It barely sold.

The problem was that no one knew what a bread maker should” cost — so $275 felt expensive…

Then the company added a $429 deluxe model.

They didn’t expect to sell many. They were confused… But got lucky.

Once customers saw the $429 version, the $275 model suddenly looked like a smart, affordable choice.

Sales of the $275 bread maker nearly doubled.

The $429 model didn’t exist to sell but existed to make the other one sell.

Your price is never judged in isolation. It’s judged against what’s next to it. A premium tier can make your target offer look like a bargain, even if no one buys it.

The Power of Proximity in Social Proof

Researchers ran an experiment in hotel rooms to boost towel reuse.

If the sign just said “Help the environment — reuse your towels,” 35% of people did it.

If it said “Most guests in this hotel reuse their towels,” 44% did it.

If it said “Most guests in this room reuse their towels,” 49% did it.

Same request. Different framing.

Proximity builds peer pressure. The tighter the circle (“this room” vs “this hotel”), the stronger the sense of people like me already do this.

Specifics beat scale.

Telling guests “Thousands of people reuse towels” is nice.

Telling them “Most guests who stayed in this very room reused their towels” is persuasive.

The number doesn’t have to be huge, it just has to feel like your people already do it.

The closer the proof is to you, the harder it is to ignore.

When showcasing testimonials, highlight people exactly like your target customer, same role, same company size, same location. Specific proof moves buyers.

“You will stop doubting yourself when you stop doubting the outcome. You will stop doubting the outcome once youve done it so many times you can’t stand it anymore. Once you’ve done it so many times you cant stand it anymore, you’ll be good. Then itll make sense u have no doubt.” - Alex Hormozi

Best,

Maxi | The Warrior’s Newsletter