(EMAILWIRE.COM, September 01, 2010 ) Goshen, MA – Prices are numbers, but how those numbers are selected, justified and displayed can have much more impact than bean counters would like to admit. A new book by Marcia Yudkin, Persuading People to Buy: Insights on Marketing Psychology That Pay Off for Your Company, Professional Practice or Nonprofit Organization, explains recent research findings and some unintuitive principles of pricing psychology (www.yudkin.com/guides/index.htm).

“Pricing can increase or dampen desire,” says Yudkin, author of 6 Steps to Publicity and 11 other books, “and you’d be horribly mistaken if you assumed lower prices always win the battle for buyers. In fact, there are a great many subtleties in pricing that surprise even the researchers in this field.”

Persuading People to Buy contains nine brief chapters on pricing and perception that make points such as these:

* Why posting high prices for professional service firms (who traditionally post no prices at all) attracts million-dollar clients

* The importance of sheer nerve in pricing

* Why pleas of poverty should never convince you to give a client a break

* The role of the Resentment Factor in setting prices you can live with

* Why you should always present more expensive options first

To purchase Persuading People to Buy, ISBN 978-0-9716407-0-2, and learn more about the psychology of pricing and marketing, visit www.yudkin.com/guides/index.htm or your favorite online bookshop.

Contact Information:
Creative Ways
Marcia Yudkin
Tel: 413-582-4052
Email us


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