The compilation pricing lessons from the best sources like Harvard Business Review, Buffer Blog, Kissmetricks blog. What's covered? Psychological fundamentals, pricing cues & tactics, innovations in pricing, value-capture pricing strategies and more. We've also created an article that describes those lessons in depth: https://medium.com/@dreamandexec/the-compilation-of-32-pricing-lessons-for-startups-8758bbb6322e#.snsmmcfr6. Follow us for more compilations like this one.

1. 32 lessons in pricing
The first compilation by Dreamers and Executors community

2. What will we
cover?
Part 1: general lessons in psychology
(fundamentals)
Part 2: exploiting pricing cues
Part 3: capturing more value with prices
Part 4: innovations in pricing
Part 5: pricing and psychology of
consumption

3. Part 1: general lessons in
psychology (fundamentals)

4. Lesson # 1: Understanding the
customer psychology makes
business and marketing a bit
more predictable.
Source: Forbes.

5. Lesson # 2: Sally, the owner of
your mobile app, is not rational.

6. Lesson # 3: Value your prospects
and make them feel significant.

7. Lesson # 4: Highlight your
strengths by admitting
shortcomings.
Source: Buffer blog.

8. Lesson # 5: Tailor your
marketing messages to the
personality traits of your target
customers.
Source.

9. Lesson # 6: Understand what the
buyer wants.
Source: KISSMetrics.

10. Lesson # 7: Remind customers
how easy it is to get started and
achieve their goals with your
solution.
Source: Buffer app blog.

11. Lesson # 8: Use urgency the
smart way.
Source: Buffer app blog.

12. Part 2: exploiting pricing
cues

13. Lesson # 9: “Sale” can increase
demand by more than 50%.
Source: Harvard Business Review’s article titled Mind Your Pricing Cues.

14. Lesson # 10: Products with
prices that end in 9 still have
remarkable power, but not when
they are already on sale.
Source: Harvard Business Review’s article titled Mind Your Pricing Cues.

15. Lesson # 11: Pricing cues should
be implemented systematically.
You should mindful of their long-
term implications.
Source: Harvard Business Review’s article titled Mind Your Pricing Cues.

16. Lesson # 12: Pricing cues work best if:
customers purchase infrequently, are
new, if product designs vary over time,
prices vary seasonally, quality or sizes
are not standarized.
Source: Harvard Business Review’s article titled Mind Your Pricing Cues.

17. Lesson # 13: Pricing optimization
should be balanced with efforts
to cultivate brand image.
Source: Harvard Business Review’s article titled Mind Your Pricing Cues.

18. Lesson # 14: Customers do use
price as an indicator of quality.
Source: Harvard Business Review’s article titled Mind Your Pricing Cues.

19. Lesson # 15: Consumer satisfaction
with a product depends, at least in part,
on the amount of effort in which the
consumer expends to obtain the
product.
Source: Harvard Business Review’s article titled Mind Your Pricing Cues.

20. Lesson # 16: Sometimes customers pick
higher-priced brand as a way to reduce
the risk of choosing a product of
significantly poorer quality.
Source: Harvard Business Review’s article titled Mind Your Pricing Cues.

21. Part 3: capturing more
value with prices

22. Lesson # 17: Switch your focus
from transacting your customers
to building relationships with
them.
Source: Harvard Business Review’s article titled Pricing to create shared
value.

23. Lesson # 18: Be proactive in your
pricing.
Source: Harvard Business Review’s article titled Pricing to create shared
value.

24. Lesson # 19: Flexibility is value.
Source: Harvard Business Review’s article titled Pricing to create shared
value.

25. Lesson # 20 : When choosing
pricing, focus on simplicity.
Source: Harvard Business Review’s article titled Pricing to create shared
value.

26. Part 4: innovations in
pricing

27. Lesson # 21: You can innovate on
the price-setting mechanism.
Source: Harvard Business Review’s article titled Capturing more value with
prices.

28. Lesson # 22: You can change the
payer.
Source: Harvard Business Review’s article titled Capturing more value with
prices.

29. Lesson # 23: You can change the
price carrier.
Source: Harvard Business Review’s article titled Capturing more value with
prices.

30. Lesson # 24: You can change the
timing.
Source: Harvard Business Review’s article titled Capturing more value with
prices.

31. Lesson # 25: You can change the
segment.
Source: Harvard Business Review’s article titled Capturing more value with
prices.

32. Lesson # 25: You can change the
segment.
Source: Harvard Business Review’s article titled Capturing more value with
prices.

33. Part 5: pricing and
psychology of consumption

34. Lesson # 26: People are more
likely to consume a product when
they are aware of its cost.
Source: Harvard Business Review’s article titled Pricing and psychology of
consumption.

35. Lesson # 27: When employing
your pricing tactics, always
consider their impact on long-
term consumption.
Source: Harvard Business Review’s article titled Pricing and psychology of
consumption.

36. Lesson # 28: Higher consumption
means higher sales.
Source: Harvard Business Review’s article titled Pricing and psychology of
consumption.

37. Lesson # 29: Consumption helps
establish switching costs, which
can drive the value of your
business through the roof.
Source: Harvard Business Review’s article titled Pricing and psychology of
consumption.

38. Lesson # 30: Pricing drives
perception of cost.
Source: Harvard Business Review’s article titled Pricing and psychology of
consumption.

39. Lesson # 31: Get the payments
and consumption in sync.
Source: Harvard Business Review’s article titled Pricing and psychology of
consumption.

40. Lesson # 32: Price bundling may
increase short-term demand, but
decrease long-term consumption.
Source: Harvard Business Review’s article titled Pricing and psychology of
consumption.

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