The Truth About The Fallacy Of "7"

Ted Nicholas is a marketer with a proven track record. He
has opened, operated and sold 21 profitable businesses, and
is responsible for the direct or indirect publishing of
hundreds of books and publications. Ted Nicholas is a well-
known and respected leader in the information marketing
business.

Ted Nicholas has mastered the art of selling. His million
dollar best selling books and other successful ventures will
show you how you can use the power of the written and spoken
word to grow your business.

His business development strategies are designed to help you
achieve higher profits and lower taxes. Ted has assisted
hundreds of entrepreneurs in building successful businesses.
His skills as a copywriter and direct mail marketer have
earned him the title "Guru of Direct Mail Marketing".

All of that notwithstanding however, in my not so humble
opinion, he has also perpetrated one of the biggest and most
inaccurate fallacies in the history of marketing.

Ted has convinced countless number of marketers to, when
pricing their products and services end their prices with
a "7."

For example, instead of pricing your product at
$19.95, price it at $19.97. Or better yet, he advises
dropping the change altogether and pricing your product at
$17.00 or $27.00 or $97.00. His research supposedly proves
that the number seven dramatically increases sales.

Even more remarkable is how many marketers accepted this
fallacy as gospel, without doing any real testing of their
own.

I have no idea what scientific formula Ted used to arrive at
his conclusions, but with all due respect to Ted Nicholas,
his theory's a bunch of bull!

How do I know? Because I thoroughly tested his theory myself
and discovered no discernible difference in response or
profits.

I also base my conclusion on perhaps the greatest authority
in marketing: Televison infomercials.

If you want to see marketing at its absolute finest, watch
television infomercials. Yes, I know many of the products
are garbage and don't work as advertised, but the marketing
itself is simply brilliant! And their market research is
second to none.

In other words, producers of television infomercials are
masters at pricing products for optimum response.

And almost without exception, every infomercial I've watched
over the years, regardless of the product, have prices that
end with a five or a nine. For example, $29.95, $39.99,
$249.95.

Of course, you don't have to take my word on this, you can
check it out yourself at:

http://www.AsSeenOnTV.com

This website features literally thousands of the famous tv
products you've seen advertised over the years. Just check
how they price their products.

And I'll take it one more dramatic step further. I'm sure
you've heard of Ron "Veg-O-Matic" Popeil. But just in case
you haven't, I'll give you some background information.

Ron Popeil is the undisputed "king" of infomercials and a
multi-millionaire many times over. Over the last 40 years he
has sold more than a billion dollars worth of products. He
was voted by "Self" magazine readers as one of the 25 people
who have most influenced the way we eat, drink and think
about food.

The 70 year old Popeil is still going strong, his latest
product, the "Showtime Rotisserie and BBQ"--which he
invented--flies out the door by the thousands every week.

Here's his website:

http://shop.ronco.com/

Again, check out how he prices his products.

This man has sold more than a billion dollars worth of
products, so I would say he's got this pricing thing pretty
well mastered, wouldn't you?

In conclusion, the number "7" may be lucky in dice, but in
marketing, it's just another number!