Sticker shock

You may look at car ads (or any ad for that matter) a little differently after reading this post.

I always thought that car ads displayed the price of the car as a way of demonstrating good value or as a benchmark to compare against other car models.

But a big reason the price is displayed is to reduce sticker shock.

We’ve all had the experience of going to purchase a product but stopping in our tracks when we hear the price.

So when it comes to one of our biggest financial decisions, it’s better for the dealer if the buyer knows about the price before arriving on the lot.

This extends to our careers and our businesses.

The more familiar and comfortable you make others about the price of your value, the better placed they’ll be to make a decision.

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