Contrast

This is a preview of a concept contained in The Personal MBA by Josh Kaufman, a book that will help you master the fundamentals of business, hone your business instincts, and save a fortune in tuition. The Personal MBA distills the most powerful principles of business and delivers them quickly and concisely. Order your copy now…

What is “Contrast”?

“The world is full of obvious things which nobody by any chance ever observes.” — Sir Arthur Conan Doyle, author of the Sherlock Holmes books

Key Points:

• We are trained to notice Contrast, not to compare what we perceive with things that aren’t there (the root of Absence Blindness). We believe something is cheap when we compare it to something more expensive, but not necessarily if it stands on its own.
• Contrast is often used to influence buying decisions. In businesses, it’s often used as pricing camouflage.
• Take advantage of Contrast when presenting your offer and you’ll improve the way your customers view your offer.

Questions for Consideration:

• What are your prospects currently contrasting your offer against?
• Can you offer an alternate contrast that frames your offer more attractively?

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