When given a choice of 3 items to purchase, most consumers will purchase the middle item. The psychology behind it says that we don’t want to be seen as buying the least expensive option (for fear of being labeled as cheap), and that we’re hesitant to over-spend with the most expensive option. This is why we feel safest buying in the middle. We’re all guilty of it, and the key is to use this to your advantage as a pro photographer.
Any photographer with experience selling wall art will tell you that if you want to sell 20×24 prints or canvas’, you need to show 3 sizes: 16×20, 20×24 and 24×30. If you want to start selling 24×30’s, you need to drop the 16×20 and replace it with a stunning 30×40.
Years ago, Wendy’s introduced the double hamburger featuring 2 beef patties. Sales were disappointing and didn’t pick up until they introduced the triple hamburger. From wall art to hamburgers, people “buy in the middle”.
So how can you take advantage of this middle mentality?
If you want to sell 8 hours of coverage, offer 6, 8 and 10 hours. If you want to sell 10 hours, offer 8, 10 and 12 hour packages.
If you want to sell 10×10 albums, offer 8×8, 10×10 and 12×12.
For Parent Albums and Portrait Albums, if you want to sell 8×8 albums, offer 6×6, 8×8 and 10×10.
If you want to sell 80 photos in your albums, offer packages with 60, 80 and 100.
If you want to sell 100 photos in your albums, offer packages with 75, 100 and 125.
Look at every single item in your price list as see how you can apply it to maximize revenue.
If you’ve had success using the Good, Better, Best approach in your business, please share it with other photographers.