Price-anchoring offer

The pattern

This still is filed under Price-anchoring offer.

Define

A higher reference number is shown first so the real price reads as a concession, not as a starting bid.

Mechanism

People judge a price against the first number they see. The anchor must be a real comparison or it collapses.

Verdict

We have a credible reference the buyer will accept

Why it works

The ad shows two cameras as two clear tiers: a folding camera with lens and shutter specs at 170 piastres on top, and a simple box camera for beginners, easy to use with guaranteed results, at 60 piastres below. Seeing the serious model first makes the box camera look like an easy way in, while the enthusiast has his own reason to spend more. The large outlined Certo logo sits between the two so both tiers share one name.

The big idea

Two Certo cameras as two clear steps: a compact folding model with a serious lens at 170 piastres, and a beginner's box camera at 60.

The offer

Certo folding camera, anastigmat 7.7 lens, 1/100 second shutter, 170 piastres; Certo box camera for beginners, 60 piastres. At City Photo, 21 Qasr al-Nil Street, Cairo, and Photohall, 14 Sherif Pasha Street, Alexandria.

The proof

Lens and shutter specifications printed for the folding model, and results guaranteed for the beginner's model.

Lines from the ad

آلات للتصوير

Cameras

مجهزة بأعظم العدسات فى العالم

Fitted with the greatest lenses in the world

مصنوعة خاصة للمبتدئين سهلة الاستعمال مضمونة النتائج

Made especially for beginners, easy to use, results guaranteed

Steal this when

When you sell a pro version and an entry version and want each buyer to find their own step without a sales clerk.