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No two products are any similar than twins are. Yet twins often complain that the first of the two whom a person meets always remains their favorite, even though the person also gets to know the other one.
The 22 Immutable Laws of Marketing
Al Ries
In the example, I might have ten people willing to pay $500, but two of them willing to pay $5000. So, I would make more, have lower costs (more profits), provide more value, and increase the demand in the remaining prospect base by selling *fewer* units. Think about how exclusive scenario one vs scenario two would *feel*. Think about all the people who would want to purchase, but would not be able to. Would this increase or decrease their desire? It would increase it, of course.
$100M Offers: How to Make Offers So Good People Feel Stupid Saying No
Alex Hormozi
Simple heuristic: If you’re evenly split on a difficult decision, take the path more painful in the short term.
The Almanack of Naval Ravikant
Eric Jorgenson
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