Customers compare an offer with what they expected or previously received. A price rise and the removal of a familiar benefit can therefore feel different from the same offer presented to a new buyer.
This chapter applies reference points, gains and losses to pricing communication. Treat benefit presentation and prize promotions as testable choices. Data restricted to particular apps is not interchangeable with unrestricted data, and any comparison must make that difference clear.
Put it to work
Rewrite one price-change message from the customer’s previous offer as the starting point. State the old and new price, allowance and restrictions. Design a test of benefit presentation while keeping the underlying offer comparable.
A question to try
What does this customer believe they are losing compared with the offer they already have?
