Dean GraziosiCofounder @ Mastermind & AI Advantage | Serial Entrepreneur

The Perception of Value (Sales Psychology)

4 Sept 2024 · 1 min

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Dean Graziosi explains how paying for an event increases attendee attention and attendance. He contrasts a free event (about 22% show-up rate) with a paid event (example fee $97) where approximately 90% show up, using events he co-hosted with Tony Robbins as examples to illustrate the perception-of-value effect.

When you pay for something, you pay more attention. Let me give you an example. When Tony and I do a free event, about 22% of the people who register for the event actually show up because it was free. When Tony and I do a paid event, even if it's a smaller fee, a $97. What kind of percentage do you think show up? 90. Free. 22%. Sometimes just as much value. In the free event, when we pay, we pay attention. We're exchanging money for value.