Nicolas ColeCo-Founder Ship 30 for 30, Premium Ghostwriting Academy

The Copywriting Trick Saas Companies Use To Get You To Buy #shorts

7 Jul 2026 · 1 min

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0:31

In this YouTube Short, Nicolas Cole explains a common copywriting technique used by SaaS companies called priming, which involves presenting multiple pricing options where the extreme choices (a low‑value “basic” plan and a high‑price “B2B” plan) are intentionally unattractive. By doing so, the middle‑priced plan appears as the most reasonable and desirable choice, steering the customer toward the intended purchase. Cole frames the extreme options as “false” or “decoy” options that create context, making the middle option feel like the best value.

Chapters

In the world of copywriting, this is what's known as priming, where you deliberately present different options knowing that they're not going to want the other options, they want one of them. So, you're almost like creating or giving them false options. This is the same thing software companies do all the time. You go to the landing page and it's like, "Which plan do you want? Do you want the shitty basic version? Do you want the mega expensive B2B version? Or do you just want the one in the middle that gives you all the things that you're looking for?" You're like, "Well, yeah, I just want the one in the middle." The other two options are not real options. They're there to create context for the middle option.