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Thanksgiving sale: Get my books at a big discount

by Randall Craig on November 29, 2013

Filed in: Blog, Book, Make It Happen Tipsheet

Tagged as: , , , ,

Did the headline really capture your attention?  If you are a frequent reader of my material, you probably recognize that this is not the type of headline that you will usually find.

I’ve written many times about how organizations (and individuals) compete on the Price-Expertise-Trust spectrum, and that Trust is by far the most enduring dimension.  I’ve also written about content marketing and thought leadership, and how continuously demonstrating Expertise is one of the most powerful mechanisms to build Trust.

So why the headline?  And more particularly, how does Price fit into the equation?  Yes, demonstrating value is important, but a discounted price – sometimes even zero – is a powerful way to encourage trial.

  • A consultant might give people an opportunity to test-drive their services with a modified version of their services – an audit, for example – at a lower-than-normal entry point.
  • A restaurant might give free samples to encourage trial.
  • A speaker or software vendor might host webinars at a low-or-no-cost level, once again as a test-drive for new prospects – and a value-add for existing clients.

While Black Friday and Cyber Monday are particularly exciting for retailers to generate real and cyber foot-traffic, the concept of using the price lever to encourage trial can be used by every organization.  It just needs to be done in a brand-appropriate, and strategic manner.

This week’s action plan:  Let’s see if this works:  Test drive my ideas beyond the Tipsheet and buy one of my books or learning resources.  Click here for the catalog.

The Make It Happen Tipsheet is also available by email. Go to to register.

Randall Craig

@RandallCraig (follow me)


Randall has been advising on Digital Strategy since 1994 when he put the Toronto Star online, the Globe and Mail's GlobeInvestor/Globefund, several financial institutions, and about 100+ other major organizations. He is the author of eight books, including Digital Transformation for Associations, the Everything Guide to Starting an Online Business, and Social Media for Business. He speaks and advises on Digital Transformation, Digital Trust, and Social Media. More at

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