It’s one of those “must read” marketing behavior books. I got a chance to whip through it over the weekend along with reading Michael Masterson’s “Ready, Fire, Aim” and came across the decoy effect.
Now, I first heard of this before from my friend Todd Brown and Rich Schefren a while back. This decoy effect is the true secret to behavior and buyer control. Something Frank Kern would call “crowd control.”
So here’s what it is…
Dan did a test with The Economist magazine on their subscriptions and here we the results…
Today I got an email from Nate Bolt, the owner of Ethnio, the web 2.0 recruiting research app. I must say, Nate, great job! This is a great idea and I applaude you on going BIG with the clients you’re after. Ethnio’s clients include CNN, Sony, Adobe, and many more Fortune 500 companies.
Like many web 2.0 companies Ethnio started off FREE and built a nice base of users…
BUT…
No one took them seriously until they did something unthinkable. Something so wrong in the web 2.0 world.
THEY CHARGED PEOPLE MONEY FOR THEIR SERVICE!
Oh my god! What do you mean?!
I thought you’re supposed to give away your stuff for free?
Wrong.
What’s interesting is once Ethnio started charging people money for their service, their traffic actually went up.
Two weeks ago I went to San Diego, California for Frank Kern’s Mass Control event. I must say this was one of the best event’s I’ve been to in a long time. It really wasn’t an “event” but a “party!”
On the last day, my mentor Bob Serling invited us to go on his sailboat and coast around the bay in San Diego. My good friend and wunderkid copywriter, Chris “Money Fangers” Haddad, Peter “Double P” Parks, my girlfriend Alex and her friend hopped on Bob’s boat.
Here is our journey…
Bob taught myself, Chris, and Peter a huge deal of money making strategies using licensing. I highly recommend his course Million Dollar Licensing if you’re interested in an easy, proven, and highly lucrative way to make a huge amount of money.
Peter made over $823,000 using Bob’s Strategies. Haddad has made gob’s of cash, and myself… I’ve made a nice, very nice, chunk of residual cash just doing ONE of Bob’s simple strategies.
This chunk of cash is taking myself and my girlfriend to Brazil for 35 days!
I got started back in 2002 with zero marketing skills or understanding about business. I accidently created an internet business form my college apartment in Tallahassee, FL. Built it up, sold it, but still had no knowledge of marketing. Went on a journey for discovering and learning "true" hardcore marketing principles. Over the years, built, developed, sold many internet businesses. Check out my bio for more info.
