Bill Me Later Inc.

Price-The First Component of Every Offer (386 words)
April 1, 2001

By Bill Baird Savvy marketers know there's tremendous leverage in the offer used to promote product. During the next four editions of this column, I'll give tips and ideas about how to get more out of each of the four major components of your offer (see diagram). This month: Pricing. •Price point. Nothing else that you test affects long-term profitability more than price. Test to find the major price thresholds for your product or service. If you can't test, study your competitors and larger, similar types of businesses. For an inexpensive product (less than $50), consider testing in increments of $5. Most resistance