Практика Shadowing: What ACTUALLY Makes People Buy Things (Pricing Psychology Explained) - Изучайте разговорный английский по видео

Выберите режим практики

Каждый режим открывает полноэкранную комнату практики.

302 предложений

Если предложения слишком короткие или длинные, нажмите Edit, чтобы их изменить.

In this video, we are going to talk about the psychology of why people buy.

Every single day, whether you shop online or shop in real life, you are inundated with tricks from $9.99 as a dollar value,

to sample packs, to marketing tailored specifically to you without you even knowing it.

And all these are tools in any brand or marketer's toolkit that they can use to better perform in their business.

And it's also things that every consumer should be aware of

so you understand how you're being sold to and more about why you make the decisions you make when consuming.

In this video, we're going to walk through pricing strategies that will help your products sell more

and give examples of how pricing and product tie together to form brand strategy in all kinds of different niches.

And then we're going to dive into personas, how to break your customers into specific segments and give value propositions right to them.

And look at the technology stack to do that effectively.

This is a super tactical video you can actually apply in your marketing career as a brand or really in any business.

But as always, my video is really rooted in the sociology and psychology of why we buy, why we think, why we consume, why we love the brands we do.

I hope you'll have fun no matter what your background is.

There is a super comprehensive free download that comes with this.

You can grab below.

It includes how to build personas, all the pricing tactics, even info on things like how to connect in your social strategy.

And in the first week of May, our next community call, any questions you have, you can come dive in.

There's a link to that below as well.

Let's lock in.

So first, I'm going to speed round through five pricing psychology techniques.

And then we're going to get into some examples of how brands structure their product mix to take advantage of these.

So the first concept is anchoring.

The first number that someone sees on a page reframes every number they see after it.

This is why you will always see when someone sells you something in software

or similar that they will have tiers of a high anchor on the right, a mid-tier in the middle, and a low option that often mostly exists to make the center feel justified

or to get someone to buy in to later upsell them into the other tiers.

This is all about making the product feel reasonable by strategically pricing all three.

And then retail does the same thing.

Luxury stores don't stock a $900 candle because they think you're going to buy it.

They do it to make the $200 candle seem affordable.

And the anchor doesn't have to be your product.

It just needs to be in the frame.

In a bit of a gray tactic, Keenst does this by actually listing the typical retail price that they position against with their lower price.

And you'll see retail structures a lot like this.

Best Buy will go in.

You'll see almost every category they have.

Headphones, washers, TVs have a good, better, and a best.

Someone who just wants the price option can get the good.

The best sells a lot rarer, but helps anchor the price of the middle.

And the middle tends to be a big selling category.

Now, let's talk about price as a quality signal

because this is a big one and one I've had a hard time learning in my career.

But people don't have perfect information about product quality.

If you saw my videos in prior weeks where I talk about cashmere, you'll know that 100% cashmere can mean completely different things but still have the same label.

And so on e-commerce, it's almost impossible to tell.

This is why brands will use price as a proxy.

You may think that your brand, you want to offer people a deal.

You're going to give them an excellent product at an excellent price.

But the problem is the perception based on price may be that your product isn't actually excellent.

So a lot less people even make the choice of buying it to understand.

I look at this in streetwear.

People always ask, how do these brands sell $400, $500 shirts?

In fact, as someone who sells $80 shirts, I'll get a lot of people that will say, that seems too expensive, $80, $100 shipped.

But there are better quality shirts than the 500.

But the boutique owners and the buyers especially will go, it's a sign that something is of a specific level of designer

or a specific level of value just to be priced in that range.

Of course, it's a tell-de-a.

Of course, it's not a blank.

And the positioning any lower than that, you're actually lowering the customer expectation and you may never even get a chance to exceed it.

This makes sense.

This is a reasonable heuristic in a world where people can't try everything before buying.

Price things in an expected way.

And know that underpricing is a brand problem, not just a margin problem.

Then we have charm pricing and rounded pricing.

So $9.99 versus $10.

The difference is one cent, but the psychological difference is actually much bigger.

Prices ending in nine consistently drive higher volume.

This is true in mass and value categories.

But in premium and luxury categories, the opposite is true, the rounded number.

Basically, the $10 says we're not trying to trick you into thinking that $9.99 is a good deal.

We know you're smarter than that.

You will see that play out in a lot of luxury versus value brands.

And at the same time, you have what we call lost price points. $69.

There's a reason why everything is $59 or $99.

If you go all the way up to $79, you might as well be $99. $69, it's so much more than $50, you're looking for a $49.

There's little things in there where you'll notice

that people gravitationally pull towards some of these price points that make sense for them.

So now let's get advanced and let's talk about pricing as it relates to product

and what different products do to fill in the consumer experience as a full product mix

or how all the products in a brand work together.

We'll get some concrete examples.

So for instance, when you go into an Aesop, you'll notice they have affordable products, $27.

You can get a hand soap in the store.

It's really expensive for a hand soap, but it's cheap for Aesop overall.

This is what we call an entry-level product.

It gets you into the ecosystem.

It's low risk.

It's high trial.

They want to make sure you have a banger for that low price product.

So they want to then buy more because they had a good experience with it.

And then you'll get the core product.

The thing most people actually buy, the real business.

So for Aesop, a lot of that is $60 to $100 skincare.

Expensive premium skincare.

An actual repeat business that people buy into.

And then you'll have aspirational SKUs.

Dream pieces that sell very little to help anchor the brand and move everything else.

If you've ever gone to a brand page and it's a lot of denim and shirts, They have a $2,000 jacket.

That's an aspirational SKU.

100

And then for Aesop, they have $200 kits and fragrances.

101

Position Aesop as a luxury, not just a nice soap by really getting into higher price points.

102

And they don't even take full advantage of this, the way some of the brands that we're going to talk about do.

103

And with them, that store experience kind of helps close the deal, right?

104

And then we'll go into Halo products.

105

These might not even be for sale.

106

So, for instance, Palace had a car that they put inside their chute.

107

They listed for, I think it was like $40,000 or something.

108

You actually buy the car.

109

District Vision, when they launched Cycling, had a $10,000 bike.

110

It'll be like a one-of-one.

111

No one may even buy it, but it exists to define the ceiling of what the brand could be.

112

And all of these work in concert to build an effective product mix.

113

And you'll notice if you build out your core product and you have success with it, you begin playing in some of those other categories and end up driving more sales to the core.

114

One of the perhaps legendary examples is this when Oreos started doing all these legendary collabs, right?

115

Where they were doing Swedish fish Oreos, crazy flavors, Lady Gaga Oreos.

116

And what they found from the data is those collabs sell like a little bit.

117

The flavors sell like a little bit, but they drive way more sales with the mainline Oreo.

118

They bring people over to the shelf.

119

They get people talking about the brand.

120

And they might laugh and buy a vanity product once, but they buy more Oreo overall.

121

Apple, they execute this to a T as you would expect.

122

Entry level, the iPhone SE, the AirPods.

123

Low barrier and you're in the ecosystem.

124

Then you have the Core.

125

There are iPhones, the MacBooks, the Airs, the majority of the product.

126

The Neo, for instance, is a new entry level for them.

127

Then you have Aspirational, the MacBook Pro, the Pro Displays.

128

People buy a lot of the aspirational products, but they're not for everybody.

129

It positions Apple as a professional tool you're buying into even if you get your air.

130

And then the halo is stuff like the Vision Pro.

131

It exists to say that this is the future and they're investing in it.

132

It makes a $1,600 phone feel reasonable, whether the Vision Pro works or not.

133

Over in luxury, we've got Leropeana.

134

Entry level, $400 to $600 cashmere accessories.

135

Scarves, beanies, small leather goods.

136

They sell a lot of these because people want to buy into the brand, but they can't afford the core.

137

The core is frankly ridiculous.

138

$1,500 to $3,000 sweaters and outerwear.

139

It's for very few people.

140

There's a lot of people that will flex their way up to that one beanie or scarf, a pair of shoes even.

141

And then aspirational, you'll have the Gifted Kings rule, a $12,000 jacket.

142

That just exists to help anchor the $3,000 products.

143

You don't need luxury prices to do this.

144

Glossier is another great example.

145

Their brow product at $18 gets someone in.

146

Skincare at $35 keeps you.

147

And then they upsell into fragrances at $75.

148

Makes them a brand.

149

They do many things.

150

You can live their experience.

151

And so a lot of brands make one of two mistakes.

152

One is they build too many too quick.

153

First, you need to build your core, get something people want to buy, and then hit some walls before you start thinking through all these other things.

154

Or the second is they only build the middle.

155

They only build that core.

156

There's no entry point to help easily acquire new customers, or they only do that entry point with sale on core.

157

And there's no aspirational tier, nothing to anchor your prices against, nothing for people to believe there's something bigger.

158

And if you take this approach in any level, whether you're a designer, whether you're a marketer, you work at a brand launching your own products, and whether you're just consuming, you now understand the ladders of how you engage.

159

But now to really put this into impactful tactical stuff that will help you crush it at work, I want to talk about personas.

160

So what do I mean by that?

161

I mean by the customers of your brand fall into categories.

162

They fall into groups based on similarities of their demographics, like their age, their race, their location, and their habits how they buy, how they consume online, what they listen to, what they follow.

163

By understanding those personas, you can better craft messaging, you can better design products, you can better look at collaborations and marketing and content.

164

It informs everything.

165

And so traditionally, what would happen inside marketing companies, I've been a part of this process a hundred times, people would map those personas out on like a whiteboard, list them out with a marketing agency,

166

do this big exercise, but they would mostly be made up.

167

If they did get data, they would go and they'd pay for surveys, right?

168

But you got to understand the only people

169

that actually do a paid survey for or a brand are generally one type of customer.

170

And even if you've got those couple thousand, it's just so heavily skewed and people really rely on that data.

171

And you'll see people that are really in touch with the consumer, the street team or the marketing or people on social or customer support be like, it's not quite right.

172

But now you can get way more tactical.

173

So one of my absolute favorite pieces of software, not a sponsored video, just something that I use and believe in

174

that I'm trying to get them to let me invest in is called Outer Signal.

175

So what this does, it goes through your customer base in Shopify

176

or your email list and basically builds your personas for you based on the actual data.

177

So when I found this, I was using it for something different.

178

So one of the other things that they do, they just analyze your customers as they come in.

179

So for instance, if I got 133 orders, like you'll see inside this screenshot, in the last seven days, it will tell me, okay, seven of them are ultra high net worth, six of them are influencers,

180

three are industry experts, two are relationships to me or the team somehow, two have media or content businesses, and it'll actually give me their information.

181

So this is a great tool for actually hunting down influencers to represent your brand to make your UGC content

182

because they probably already have them in their customers.

183

That's how I found the tool.

184

But now what we use it for a lot more is these segments.

185

So, for instance, this brand is broken down into high performance executive, affluent health investor, wellness professional athlete, biohacker as a key personas.

186

And it shows the percent of their customer base.

187

14 percent of their customers are high performance executives.

188

Ten point eight are affluent health investors, et cetera.

189

It also shows the difference in their LTV, their lifetime value, how much they buy for you.

190

This matters.

191

This is what you start to get into the sweet spot of what you can do with messaging, How often do they repeat?

192

That all gets put inside this data set.

193

You can actually build your real personas out.

194

You can say this is the real data from our customers online or from our email list.

195

So related to cloud workflow, I want to talk about Granola, who I've partnered with on this video.

196

If you're in a lot of meetings, you probably use your AI note taker or have someone on the team that does.

197

And a lot of times you'll find that what you've actually done with that goes nowhere.

198

So I use Granola to connect my meeting notes to my real workflow.

199

And it's been invaluable, so let's talk about it.

200

Granola is the AI notepad that transcribes your meetings in the background without a bot joining the call.

201

No weird robot participant in Zoom.

202

If you've been in my Cut30 chat, you've heard plenty of jokes about that.

203

But it listens directly off your computer audio, across every platform, or on your phone for in-person.

204

You can jot a few notes if you want it, fill in everything around them, or you do nothing.

205

You come out with clean, structured notes, action items, and a searchable record of the whole conversation.

206

But the part that changes my workflow is the MCP integration with Claude.

207

Granola connects directly in Claude, which means your meeting notes become live context inside of it that you can ask in any chat.

208

You can reference it, or you can just pull up the notes.

209

You're not hunting for it.

210

You don't switch tabs.

211

You'll hunt down a transcript and copy paste it.

212

It is there.

213

Claude knows what's discussed.

214

And there's a connector there.

215

And there's a chat GPT app.

216

I just happen to use Claude more.

217

And they're both for granola.

218

Once you set this up and give it permission, which is a super easy process, you can just query your chat, bring up the date or the topic that was discussed.

219

And it's going to find it.

220

It's super useful for bringing up things in the past you only have light context for.

221

Remember when we were talking about the photo shoot or what was the plan for the social post?

222

I even use it to suggest video ideas for me personally based on conversations I've had throughout the week.

223

What were interesting topics?

224

What did I talk about? or questions people had inside my Zoom calls.

225

The meeting feeds the work instead of just sitting in a folder somewhere.

226

So somewhat unrelated, but I want to shout out their use of a spoon as corporate merchandise, clever.

227

You can try Granola for free at the link below.

228

And thanks to them for sponsoring this video.

229

And so now, what do you do with that in the modern era?

230

So a couple things.

231

Because this is based on email, you can segment your email and SMS communications in software like Klaviyo

232

or whatever you use to actually send different messages to those people based on what they do, especially based on that lifetime value.

233

If you have a category that only buys once and doesn't buy again, specifically work on targeting them to increase that LTV over time.

234

If you have people that buy from you all the time, you're not marketing to them a lot, market to them more.

235

Can you build that LTV out way higher by being more active?

236

Those are the kind of things you can test.

237

And used to be with personas, you have to then brainstorm what the angles are.

238

One thing I love and I include in the guide that you can get in the free download, I have my prompt for this, bring this into Claude.

239

Bring all the information from your persona.

240

It's this person, they have this income, they're from these places, all the information you can download or get, put it into a Claude project.

241

Use the prompt that I have that basically describes how to create marketing copy.

242

It's designed to create marketing copy.

243

And what you do with this, with this specific project, which again is a collection of information about the persona, any brand or product materials you can add in.

244

And then the core of this prompt is basically the project description

245

that you're a copywriter who thinks a certain way like a

246

certain marketer you can adjust any way you want now you

247

can do three things you can write copy for your landing pages your emails and sms

248

and your ads based on this that's number one number two

249

you can design the messaging for your products overall to be in tune with your customers

250

and then three you can decide how to segment because just

251

because you have four

252

or five personas doesn't mean you need four to five messages

253

ask the all-seeing cloud oracle what message would appeal to multiple what messages should we segment

254

when we're launching a product that has this value proposition?

255

How does this message stack up against competition and it will research it?

256

Now you're able to do just like actual interesting marketing.

257

So what do I mean by the copy that we get to in the front?

258

So every e-commerce experience and also every experience of buying a high ticket product

259

or a service or from an agency or a piece of software comes down to the ad that gets the person there.

260

So what is the content you put in front of them?

261

What are the messages you can test?

262

What are the pain points people have?

263

Ask that claw project for these people's pain points relative to your product that's going to give you ad ideas.

264

But most important is the landing page.

265

They land somewhere where you have to sell them with the copy, a headline, a sub headline, some bullet points on why they buy, some frequently asked questions, maybe a video.

266

And doing that by persona is going to work way better because guess what?

267

The wellness professional

268

that we saw inside this here who's buying something for their job is very different than the biohacker who's trying

269

that same wellness product because they want to work on themselves.

270

And if you have two separate landing pages for those and the messages are great, your conversion rate's going to raise.

271

And guess what?

272

Writing that copy with something like this, putting it into a platform, you can do landing pages inside of most email providers.

273

You can do your landing pages directly in Shopify.

274

There's software like Replo and Fermat.

275

You can do it in like in Framer if you have an agency website, whatever it is, just spin up another lander.

276

It's a quick thing.

277

Once you build one lander, you can, and you already have your placeholders for your copy and for your images, just duplicate it and swap it out with the new ones and you will raise your conversion rate.

278

And the last one is the email.

279

You're sending out a new campaign.

280

You're doing an automation sequence.

281

You can build segments based on these personas automatically.

282

And so you may have someone who needs more touches.

283

They need more touch points to sell or someone who needs a longer form message.

284

Again, the professional versus individual consumer is one of the most blatant ones.

285

That's not even, that's a, just a huge persona rift of I'm buying this for work versus I'm buying this for me.

286

If you can segment your email communications with different messages around that, it's going to perform better.

287

This combination of all the pricing and all the techniques you can use to price a product, how those products stack in a mix, whether that's software, whether that's a consumer good or food,

288

even a service offering, it's the same exact thing.

289

What's your entry level $99 audit?

290

Really, I want you to end up buying the $1,000 monthly package.

291

Then do I know who my customer is?

292

Do I make messages for them?

293

This is the time in our world where you used to have such deep expertise in research

294

and copy and messaging and marketing to do this.

295

And you can do an amazing B plus job with a combination of software tools

296

and some basic street smarts that will accelerate your career or accelerate your brand.

297

I would not lose that opportunity.

298

So again, this is all broken down inside a really thorough doc you can get for free below.

299

It'll be a webinar at the end of the month to discuss all of it.

300

I would be stoked to have you there.

301

Any questions you have on brand building, etc., we can dive into.

302

I appreciate y'all watching and there's a guide to yapping coming next week.

Скачать приложение

Всё для свободной речи

ИИ-оценка произношенияОценка каждой фразы

Практика IPAОсвойте каждый звук

СловарьСоберите свой словарный запас

Игра со словамиУчитесь играя

Сканировать QR

Download on theApp Store Get it onGoogle Play

FOR YOU

Лексика и советы по произношению к этому уроку

В этом видео 302 предложений и 3925 слов для шедоуинга. Речь длится 16:27. Говорящий говорит быстро, около 239 слов в минуту, поэтому звуки часто сливаются и сокращаются. 85% слов входят в 3000 самых частых слов английского языка; остальные стоит разобрать перед занятием.

Ключевая лексика этого видео

15 менее частых слов из видео с произношением и значением:

persona /pɝˈsoʊnə/ (существительное) — персона́ж. A social role.
segment /ˈsɛɡmɛnt/ (существительное) — отре́зок, сегме́нт. A length of some object.
anchor /ˈæŋ.kəː/ (существительное) — я́корь. A tool used to moor a vessel to the bottom of a sea or river to resist movement.
luxury /ˈlʌk.ʃə.ɹi/ (существительное) — ро́скошь, люкс. Very wealthy and comfortable surroundings; the state of being that they create.
versus /ˈvɝsəs/ — про́тив. Against; in opposition to.
tier /ˈtɪɚ/ (существительное) — я́рус, слой. A row or range, especially one at a higher or lower level than another.
consume /kənˈsum/ (глагол) — потреблять, расходовать. To use up.
connect /kəˈnɛkt/ (глагол) — свя́зывать, связа́ть. To join (to another object): to attach, or to be intended to attach or capable of attaching, to another object.
psychology /saɪˈkɑ.lə.d͡ʒi/ (существительное) — психоло́гия, пси́хика. The study of the human mind.
soap /soʊp/ (существительное) — мы́ло. A metallic salt derived from a fatty acid, commonly used in cleaning products.
dive /daɪv/ (глагол) — ныря́ть, нырну́ть. To swim under water.
stack /stæk/ (существительное) — сто́пка, ки́па. A large pile of hay, grain, straw, or the like, larger at the bottom than the top, sometimes covered with thatch.
tactical /ˈtæktɪk(ə)l/ (прилагательное) — такти́ческий. Of or relating to tactics.
prompt /pɹɑmpt/ (глагол) — побужда́ть, внуша́ть. To lead (someone) toward what they should say or do.
wellness /ˈwɛl.nɪs/ (существительное) — здравствование. The quality or state of being in good health (sometimes emphasizing both health and safety); mental and physical soundness.

Фразовые глаголы, которые вы услышите

talk about (глагол) — ну и, вот э́то. Used to draw attention to the speaker's characterization of someone or something.
buy into (глагол) — покупа́ться, купи́ться. To believe (something, especially something implausible); to accept (a craze, fad, or notion) as valid.
bring up (глагол) — воспи́тывать, воспита́ть. To mention.
end up (глагол) — зака́нчиваться, зако́нчиться. To bring to a conclusion.
fill in (глагол) — дава́ть бо́лее по́лную информа́цию. To fill; to replace material that is absent or has been removed.
break down (глагол) — ломаться, сломаться. To stop functioning.
come down to (глагол) — спадать до. To reach by moving down or reducing.
come in /ˌkʌm ˈɪn/ (глагол) — вступа́ть, вступи́ть. To enter.

Произношение, на которое стоит обратить внимание

Говорящий использует 74 сокращённых и редуцированных форм, например you're, you'll, we're. Произносите их коротко, так, как слышите.

Звуки «th»: leather /ˈlɛðɚ/, athlete /ˈæθ.liːt/, thorough /ˈθʌɹoʊ/
Звуки «sh» и «zh»: luxury /ˈlʌk.ʃə.ɹi/, conversion /kənˈvɝʒən/, collaboration /kəˌlæbəˈɹeɪʃən/, integration /ˌɪn.tɪˈɡɹeɪ.ʃən/, perception /pɚˈsɛpʃ(ə)n/
Длинные слова — следите за ударением: psychology /saɪˈkɑ.lə.d͡ʒi/, legendary /ˈlɛd͡ʒ.ənˌdɛɹ.i/, affordable /əˈfɔɹ.də.bəl/, ecosystem /ˈikoʊˌsɪstəm/, accelerate /ɪkˈsɛl.əˌɹeɪt/

Как заниматься с этим видео

Прослушайте всё видео один раз молча и выпишите незнакомые слова.
Начните со скорости 0,75×, повторяйте предложение за предложением и вернитесь к обычной скорости, когда станет легко.
Запишите себя и сравните с оригиналом, обращая внимание на такие слова, как persona, segment, anchor.

Грамматика в этом видео

Конструкции, которые говорящий использует чаще всего, с точными словами из видео:

Конструкция	В видео
Условные предложения if + предложение, will/would + глагол — условие и его результат	If they did get data, they would go · if I got 133 orders, like you'll see
«Used to» used to + глагол — прошлая привычка или состояние, которых больше нет	used to be · used to have
Пассивный залог be + причастие прошедшего времени — важно, что происходит, а не кто это делает	are inundated · being sold · is really rooted
Present Perfect have/has + причастие прошедшего времени — прошлое действие, важное сейчас	I've had · you've ever gone · I've been

Что такое техника Shadowing?

Shadowing — это научно обоснованная техника изучения языка, изначально разработанная для подготовки профессиональных переводчиков и популяризированная полиглотом доктором Александром Аргуэльесом. Метод прост, но эффективен: вы слушаете аудио на английском от носителей языка и немедленно повторяете вслух — как тень, следующая за говорящим с задержкой в 1–2 секунды. В отличие от пассивного прослушивания или грамматических упражнений, Shadowing заставляет мозг и мышцы рта одновременно обрабатывать и воспроизводить реальные речевые паттерны. Исследования показывают, что это значительно улучшает точность произношения, интонацию, ритм, связную речь, понимание на слух и беглость речи — что делает его одним из самых эффективных методов для подготовки к IELTS Speaking и реального общения на английском.

Техника шедоуинга: читать полное пошаговое руководство →

Практика Shadowing: What ACTUALLY Makes People Buy Things (Pricing Psychology Explained) - Изучайте разговорный английский по видео

Выберите режим практики

Скачать приложение

Рекомендуемое видео

15 Psychological Marketing Triggers to MAKE PEOPLE BUY From YOU!

How To Price Your Coaching To Get To 100k FAST

Everything Valuable from an MBA in 25 minutes

What Is Pillar Content And Why IT'S WORTH IT

How to Think Fast Before You Speak: Framework Thinking

How to Stand Out in a Saturated Market (Brand Playbook)

What Is a Pricing Analyst? - Responsibilities, Career Path & Skills

How to Make People Beg to Pay You: The Economics of Absence | Robert Greene

Performance Marketer Interview Questions and Answers

Why people don't buy or use products

Introduction to Marketing: The Marketing Mix

What Makes Expensive Websites Expensive