Hard Sells Easy

If you make the alternative look exhausting…

The service you provide is priceless.

Like cleaning your trash cans.

It sounds easy enough. But then you drag it into the yard, glove up, boil water, grab the hose, and start scrubbing.

Then comes the smell. The splash-back. The sludge runoff with nowhere to go.

After 45 minutes of elbow grease, the can still smell just a little, and you need to go clean yourself off, too.

That’s why we led with the DIY column when reworking this process:

We took steps 1 through 5 and turned them into a comparison of the DIY versus the service. Here’s the wireframe showing how we positioned it:

No scrubbing. No stink. No mess.” vs. the long, icky process of cleaning your can. Which would you choose?

That’s the power of anchoring.

When you show how inconvenient the alternative is, your offer becomes the easy, obvious choice.

You should be applying this concept to your pricing, too. Learn how here.