Humans resist big upfront costs and think short-term, so the speaker's company switched to weekly, low-cost pricing with easy cancellation. Getting prospects moving matters more than the initial price. Once people experience value, they stay.
People are remarkably bad at thinking long term. You, me, everyone is. We like are really short term focused. And when we see the money in the long term, it doesn't affect us as much as when we see the money in the short term. If it's too big, if like the money we show people at once is too big, there's a lot of resistance, which is why when they're trying to sell you a house or they're trying to sell you into like college, they give you a shorter or a smaller now number. And that's what we started doing. We used actually weekly pricing and made it like really low, allow you to opt out whenever you wanted in order to increase LTV, because we understood that our prospect at rest tends to stay at rest, but our prospect in motion tends to continue in motion. So we gave out a smaller pricing in the beginning so that people would test out the value of the solution and then they would keep on going when they realized that the value was already there.
