It’s all about size in America – cars, meals, and penises… And simplicity. In a nutshell, we like big simple things. Sounds very archaic if you think about it.
How can we avoid the pitfalls that many companies make?
…eye-opening information. One thing I definitely walked away with was understanding the psychology of choosing – being able to simplify the choices in developing a pricing strategy for my brides. I came away with so many ideas…
- Greg Bumatay
High Pedigree Names
We hate small. Small means inferior. Inferior means loss. We fear loss. Loss means to lose. No one likes to lose.
McDonald’s
SUPER SIZE fries with FANCY KETCHUP – nothing small about that
Starbucks
Let’s talk coffee. Upon opening the doors to Starbucks, I am consumed by the aroma of premium coffee and the sound of milk steamers.
Their menu is simple. Tax is included on everything, so there are no pennies to deal with.
It took a couple of trips to get used to it, but I like it…the names sound fancy. They sound European, don’t they?
- Tall
- Grande
- Venti
Pizza Hut
Some restaurants just start on the medium size and move up; so medium, large and extra-large. Pizza Hut only has medium and large pizzas; their small pizzas are called “Personal Pan” pizzas.
Therefore, do not call any of your packages “small” or anything that references to that.
Simplicity
There are so many ways to irk someone, even with names. Perhaps it’s too cutesy, pretentious, complex, etc. Keep things simple. Recognize any of these?
- C, E, S
- IS, ES, LS
- 3, 5, 7
They’re the models for Mercedes, Lexus and BMW respectively. Nothing special. Maybe it’s because their trunks do not have enough space for long names. Just maybe.
In any event, keep it simple.
You like?
- I’ll give you x’s and o’s for sharing via Retweet and Facebook buttons below!
- Comment other places that avoid small (even if it’s your own business).
Other Chapters
- Preface: What are You Worth?
- Chapter 1: Psychology of Choosing
- Chapter 2: Choosing is Painful
- Chapter 4: Secrets on How to Handle Discounters
- Chapter 5: How to be Fearless in Pricing
- Chapter 14: 2 Steps for Naming Your Packages
Your sometimes-overboard-shopaholic,
Lawrence Chan
P.S. A lovely note from Leeray Lainez about my pricing e-book.
I just want to thank you for the articles that are on your blog. I stumbled upon them just a few weeks back and started to read them from the very start. A lot of useful info!
Also, I managed to read your pricing and packaging e-book. A very good read, indeed. With it, I’ve been able to book more shoots for a higher price.
Leeray
-Manila, Philippines
Read more about this e-book HERE.
Or …
- Pricing Strategy PDF
- Psychology of Choices
- Sample Price Sheet
- Pricing Strategy PDF
- Psychology of Choices
- Sample Price Sheet
- 1.5 Hour Consultation
- Skype Desktop Screen Share
- Market Research
- Help Customize Pricing
- Help Customize Packaging
- Demo Sales Tactics
How about just collections 1, 2, and 3? Or I can name my smallest collection “personal pan”!
I came home from the workshop and had some a-ha moments on how I am actually going to put my packages together and what I will call them – and it has NOTHING to do with small. I’m going with different rooms in the house since I’m a family and child photographer and that’s usually what the images are being purchased for. I’m putting the large canvas in the living room package and the small desk top images in the office package. It’s going to take some working, but at least I feel like I have some inspiration. Once I start hammering it out, I’m sure I’ll have some questions. Hopefully, the FB group will be up by then?
Thanks Lawrence!!!
That’s a great idea, Rhonda!
I have to say I’ve always hated starbucks sizing system. I always thought, “why can’t they just say small, med, large?” But something is obviously working for them.
Right now I’m using the “too pretentious and complex” type of package names. I’m not happy with anything about my packages so I’m going to be starting over, thanks for some great ideas :)
I know someone is using Starbucks coffee sizes for her packages but I can’t remember who. What I really want to learn is how to package those packages so that most people would want to at least choose the biggest and/or middle option instead of the cheapest/last option (if I have 3 options).
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Great points! Our business name Aevum is Latin, so we went with latin names for our packages. I think they describe the size of the package quite well: Minimus, Maximus and Perfectus. So what if Perfectus isn’t a proper Latin word? Our clients dig it!
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I like reading everyone’s comments to give me some ideas. Right now I’m going with “Basic, Premium, and Premier” as my 3 wedding package names. hmmm.. rethinking “basic” – maybe it’s too “basic” for a name. haha!
How about just collections 1, 2, and 3? Or I can name my smallest collection “personal pan”!
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Struggling for a substitute for “basic”…. great post, thank you! I’m hungry now.