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All Marketers Are Liars Blog




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« The slush pile | Main | Do you trust marketers? »

Most people don't really care about price

Of course, you've heard the objection. "It just costs too much."

Today's Times reports that 411 accounts for more than a billion calls a year--at just one provider. That's more than a billion dollars a year being spent for a service that is truly a commodity--you want the number, here it is, bye.

And yet, Easy411 provides precisely the same service to callers for half the price. Why doesn't everyone use them? Because it's not just the price. It's the hassle and the set up and the "I didn't get around to it" nature of saving a few bucks.

Example 2: check out the parking lot at Costco. Lots of $40,000 or more cars and SUVs in the lot, people who wasted a few shekels worth of gas to drive out of their way to invest an hour of time to save a dollar on a big jar of pickles. These are the same people who will spend an extra $100 on an airplane ticket to save a few minutes in getting home after a meeting.

My point, and I do have one, is that price is a signal, a story, a situational decision that is never absolute. It's just part of what goes into making a decision, no matter what we're buying.

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Listed below are links to weblogs that reference Most people don't really care about price:

» But, PCs are cheaper! from Nate's Blog
The first thing that came to my mind when reading Seth Godins blog entry regarding price, was the PC versus MAC argument. Now, I know the Internet is a place where EVERYONE has a voice, but I have seen this argument abused all over the place (E... [Read More]

» Its All About Value from Perspective
Seth Godin is reminding us all that when someone utters the immortal words, It just costs too much they are not actually talking about the price, but the value they perceive at that point in time. No one ever buys cheap because its... [Read More]

» Price Matters, But.... from LandingTheDeal
Seth Godin makes an argument today that price doesn't matter, at least not as a main reason for not doing business with you. In some cases, I'd agree. But price does matter. The real argument that I'd make, in response... [Read More]

» Find the real obstacle from clock -- watching time, the only true currency
Seth Godin reminds us that Most people dont really care about price. Dont take that at face value, but read to remember that price is only a single obstacle in the battle to change human behavior, or otherwise precipitate ac... [Read More]

» The Price is Wrong? from Acton Institute PowerBlog
Seth Godin contends today that most people dont really care about price. He uses a couple of arguments that involve aspects of convenience, and so he concludes, price is a signal, a story, a situational decision that is never a [Read More]

» Does price matter... from Small Business Technology
In your decision when purchasing IT products and services? This article may shed some light. [Read More]

» Envidia a todos los niveles from oiradarío
... tostadores, qué sé yo, para que un "aficionado" se lleve todos los aplausos. Y es que no siempre lo más exitoso es lo mejor... Les recomiendo que vean ambos videos.... [Read More]

« The slush pile | Main | Do you trust marketers? »