This extract from prize winning "Double Your Price" by David Falzani examines the power of price as a signal of value. The author challenges common assumptions about pricing, arguing that consumers are not purely rational decision-makers and often associate higher prices with better quality. Falzani explores the role of emotional value in purchasing decisions, highlighting how branding and marketing influence perceptions. He also provides examples of companies that have successfully used premium pricing strategies to achieve significant growth. The text encourages businesses to challenge their pricing assumptions, conduct market experiments, and develop strategies that leverage emotional value to unlock growth potential.

Double Your Price: The Strategy and Tactics of Smart Pricing - Winner of The Sales & Marketing Book 2024, Business Book Awards.

https://www.amazon.com/Double-Your-Price-Strategy-Tactics/dp/1292426349/

https://www.amazon.co.uk/Double-Your-Price-Strategy-Tactics/dp/1292426349/

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