‍‍ ‍ ‍ ‍ ‍ ‍ ‍‍ ‍ ‍‍ ‍ some tricks i learned in marketing class that sound useful (and ethical)

generally.

• find your niche (of a product and price).
• do not fall for marketing myopia. think about what the customers want (e.g. what problems they want fixed), not about your product. you might have to change your product to keep the same customers.
• always facilitate feedback (reviews, testimonials) and advertise with them.
• think about additional values of your product (e.g. services, warranty, ...)

pricing.

• make sure you have different products for different price points (e.g. affordable, standard, pro, premium), but not too many
• use a high anchoring price for the most expensive product so that the others seem cheaper in comparison
• giving two similar products different prices increases sales a lot (”oh, this one’s cheaper!”) (anchoring effect)
• pricing strategies
  • penetration pricing: start with low prices so that people try it out, then increase the price
  • price skimming: start with high price to skim off those willing to pay it, then lower the price
  • dynamic pricing: adjust prices depending on demand (but be transparent about it and cap the percentage it can change!)

psychology.

• if you give people free stuff (e.g. free trials) they will feel compelled to give something back
• products that seem scarce (e.g. "only two left", "limit of 5 per customer") feel more valuable
• we hate losing things. this is why free trials work great.
• we get overwhelmed with choice. do not offer too many choices.
• price conveys quality