Why you do that
Buy the book

Set up pricing and options so people choose well

Sales & InfluenceAnchoring effectLoss aversionChoice overloadDefault effect

When to use

You're deciding how to present a price, package, or set of options.

What you'll get

A redesigned pricing presentation with the right number of options, correct default placement, a well-calibrated anchor, and descriptions that highlight value rather than cost.

The prompt

I'm presenting the following pricing or offer: [DESCRIBE YOUR PRICING STRUCTURE]. Options: [LIST YOUR TIERS OR OPTIONS]. The option I most want customers to choose: [YOUR PREFERRED OPTION].

A few things that reliably affect which option people choose:

- Too many options produces analysis paralysis — people are less likely to choose anything, and less satisfied with what they do choose. Three options is usually the right number for tiered pricing.
- The option that requires no active decision — the default — gets chosen far more often than alternatives, regardless of whether it's the best fit. Which option is currently the default, and is it the right one?
- People evaluate prices relative to the first number they see. What should they encounter before they see the price I most want them to choose?

Redesign how I present this: tell me if I have too many options and what to cut; identify which option should be the default or most prominent and how to position it; set the right opening anchor; and reframe each option in terms of what the customer gets rather than what they pay.
Why this prompt works
The default placement decision is often the highest-leverage change available. In tiered pricing, the default is chosen by a significant majority — making the right tier the default is often more effective than any price adjustment.

The psychology behind this

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