- Economist.com subscription – $59 for online access
- Print subscription – $125 for printed issues
- Print & Web subscription – $125 for both print and online editions
Wait a minute. Logically, this makes no sense. From a potential subscribers point of view, it's a no-brainer to choose option #3. Which is precisely what the magazine wants you to do.
This is really good marketing. It seems as consumers, we don't really understand the value of something unless it's relative to something else. When you can see options in context, it's easier to make a decision.
How can you apply this to your content writing? Well, if you're writing to get people to take some sort of action, give them options. Then make one option vastly superior.
I immediately thought about how I can apply this tactic to my own newsletter services business. I don't offer print subscriptions anymore, but I do offer long and short versions of articles.
Here's what I'm thinking for subscriptions to Coaching Matters newsletter services:
- 12 articles, condensed version (1000 words) – $450
- 12 articles full version (2000 words) – $600
- 12 articles both long and short versions – $600
You can get the short version, or the long version, or both at no extra cost. See how this works to put the value into context?