A few years back, someone on Reddit posted about a scam they encountered in China
The Redditor and their tour group entered a store selling pearls.
At first, the salesman showed the group an array of obviously fake pearls and asked them, “What’s wrong with these pearls?”
Of course, people were quick to point out that they were fake.
The salesman showered them with compliments, telling them how smart they were for identifying the fake pearls.
Lesson over, the salesman brought out the “real” pearls. These were also fake.
But because of the setup, the tourists were more likely to believe that the second group of fake pearls were real.
How to use perceived value by comparison in marketing
Here’s how you can use this in marketing without scamming people: There are two principles at play.
The first one is manufactured liking, and the second is comparison.
Here’s how to use each in your marketing:
Manufactured liking
When people feel smart, seen, and recognized, they’re more likely to buy. You can do this in your copy. Write things that your customers agree with, and avoid talking down to your audience.
Comparison
By showing a visibly worse alternative before presenting your product, you’re increasing its perceived value—and boosting conversion.
Enjoy these psychological insights?
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