How to Coach Yourself and Others How to Influence, Persuade and Motivate | Page 289

can hardly believe it — you'll get over $800 worth of products for only
$297. You are really interested now and you're just about ready to buy,
when wait — it gets even better! If you order now, you can even make
three easy payments of $99 for the next three months. You can't believe
your luck so you order right away.
You were thinking of spending only about $99 and you ended up
spending triple that amount — $297 to be exact. Why? Because of the
Rule of Contrast, you were going to get over $800 worth of product and
the deal kept getting better. This law is critical for you to understand when
showing others the value of your product. No one buys unless they feel
like they are getting value for their money.
When you "sweeten the pot," you add bonus items to make the deal more
and more valuable. We can all learn from the example of a high school
bake sale: When the cashier told one group of customers they could
purchase one cupcake and two cookies for a total cost of 75 cents, 40
percent of customers bought. The cashier then told