30 replies
I was just wondering why most prices I see in IM end in 7...like only $47, $67, $97. Is there a deep reason behind this or something? I know in the offline world many prices usually end in .99 like only $7.99, $9.99, $12.99 and so on to make customers feel like their paying less . So why 7 thing on the Internet...what's up with 7?
  • Profile picture of the author writeaway
    I don't really care about the explanation behind it. Since ALMOST everyone is doing it, this means IT WORKS. That's the only thing that should matter to you. I tried offering $8 solo ads a couple of years back. Not too many VIEWS. There's definitely something about 7.

    Again, to paraphrase Den Xiaoping: I don't care if a cat is black or white, as long as it catches mice, I am happy. So, whether the 'magic number' is 7, 8, 9, or whatever, as long as it works, I'm on it like white on rice.
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  • Profile picture of the author ezplr
    It seems that mainly people in internet marketing use "7", I think people just copy other successful people in the IM industry. Since, other successful people seem to be selling products that end in 7 they also copy it, in aims of being successful. But, do what works.

    Also, split testing different price points using A/B testing might help too, so you can maximize your profits and conversions.
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  • Profile picture of the author Mark Hess
    This has been a hotly contested debate for years...

    Here's an interesting read: http://www.acrwebsite.org/search/vie...s.aspx?Id=7253

    "The last two price-ending meanings which communicate information about the price concern the commonness of prices ending in 95 and 99 cents. The first is that these endings have become synonymous with the higher even-dollar amount, and thus will be less effective in connoting a low price than the less common endings of 96 and 97. The second is that consumers tend to see prices using these common endings as "correct" and therefore more desirable (Gabor and Granger, 1964: Monroe 1990, p. 48)."

    http://www.warriorforum.com/main-int...-97-bucks.html

    http://www.warriorforum.com/main-int...marketing.html

    http://www.warriorforum.com/main-int...nding-7-a.html

    http://www.warriorforum.com/main-int...-anything.html

    http://www.warriorforum.com/main-int...nding-7-a.html

    http://www.warriorforum.com/main-int...-ends-7-a.html

    http://www.warriorforum.com/main-int...end-seven.html

    http://www.warriorforum.com/main-int...umber-7-a.html

    http://www.warriorforum.com/copywrit...magic-7-a.html

    http://www.warriorforum.com/main-int...-vs-197-a.html

    http://www.warriorforum.com/main-int...umber-7-a.html

    http://www.warriorforum.com/main-int...-ends-7-a.html

    http://www.warriorforum.com/main-int...umber-7-a.html

    http://www.warriorforum.com/offline-...ky-number.html

    http://www.warriorforum.com/main-int...9-27-29-a.html

    http://www.warriorforum.com/main-int...ts-reason.html

    http://www.warriorforum.com/main-int...37-47-etc.html

    http://www.warriorforum.com/main-int...7-67-97-a.html

    http://www.warriorforum.com/main-int...s-end-7-a.html

    http://www.warriorforum.com/main-int...37-why-7s.html

    http://www.warriorforum.com/main-int.../469979-7.html

    http://www.warriorforum.com/main-int...47-97-etc.html

    http://www.warriorforum.com/main-int...-whats-7s.html
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    • Profile picture of the author jungleweb
      [DELETED]
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      • Profile picture of the author graeme_pc
        ...and no-one mentioned Ted Nicholas?!?!? Ted - a billionaire (yes with a 'b') self-published author - discovered through his price testing that people responded better to the number 7 than any other. I believe I am quoting him directly when I say that his best pulling price point EVER was $77.77.

        In our supermarket, they seem to like using numbers ending in 6 and 8. You can do your own test to see which of these looks most attractive to your eye:

        $5.96
        $5.98
        $5.97

        I don't know if it is the shape of the seven, the sound of if in my mental 'ear' or just a feeling of comfort it gives me (maybe we associate it with being lucky?), but I DEFINITELY respond better to the number 7!

        And, yes, for me 5 is a close second. I feel the same antipathy towards 3 and 4 as I do towards 6 and 7.
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    • Profile picture of the author ACandi
      Originally Posted by Mark Hess View Post

      ... Here's an interesting read: Symbolic Meanings of a Price Ending by Robert M. Schindler

      "The last two price-ending meanings which communicate information about the price concern the commonness of prices ending in 95 and 99 cents. The first is that these endings have become synonymous with the higher even-dollar amount, and thus will be less effective in connoting a low price than the less common endings of 96 and 97. The second is that consumers tend to see prices using these common endings as "correct" and therefore more desirable (Gabor and Granger, 1964: Monroe 1990, p. 48)."

      http://www.warriorforum.com/main-int...-97-bucks.html ....
      Hi Mark,

      Thanks for the research.

      LB.
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  • Profile picture of the author IrisMKH
    Great answer, Mark. I wondered about this too.

    Fun fact: in Japan, prices tend to end in 98. ^_^
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  • Profile picture of the author cyberzolo
    Hmm I never really realized that until just now. I guess its time to start using "7" when pricing my products.
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  • Profile picture of the author Graham Maddison
    Some years ago I wrote an ebook on keyword research .it was priced at $7 ..... I had a few sales, but not as many as I would have liked so I decided to give it away as a freebie to build my list ..now here is an interesting thing about this ..... what I actually did, was offer it free to anyone who opted into my list or they could purchase it for $7 without any optin and were sent to a direct download link after payment.

    The curious thing is, after doing this, I sold more copies than I gave away .so it seems there is something about the number 7 .....why after all would you want to pay for something when you can get it for free? .... lucky 7 maybe?!!
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  • Profile picture of the author mrrightme
    7 is a perfect number
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  • Profile picture of the author ThomasOwen
    I'm not all that keen on the $7 price. Its been done for a while now and like already mentioned seems that everyone is doing it. No-one is standing out price wise. Everythings $7, 27, 47 etc.

    The $9.95, $19.95, $29.95 is a proven buying price. Look at all the commercials and adverts on tv etc. People definitely buy at these prices.

    I think the magic of the number $7 could slowly come to an end.
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  • Profile picture of the author UnkwnUsr
    I think psychologically speaking people perceive 7 as a discount from 10 because we are used to thinking of numbers in multiples of 5 and 10. Also people look at it as not being much more than five which is also used by many advertisers offline.
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  • Profile picture of the author DubDubDubDot
    Years ago the top get rich quick info product sellers started ending everything in 7. That wasn't a coincidence, but it wasn't based on scientific data either. They were colluding with one another to fix prices at $1,997 per course. Everything ended in 7 simply because their prices had to be the same and they needed to pick a number just below $2,000. That is the only significance of 7. It could have been $1,995 or $1,999 just as easily.
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    • Profile picture of the author Sid Hale
      Hey dubdub,

      Originally Posted by DubDubDubDot View Post

      Years ago the top get rich quick info product sellers started ending everything in 7. That wasn't a coincidence, but it wasn't based on scientific data either.
      And what, exactly do you base that statement on?
      Do you have inside info from the top info product sellers?

      I ask simply because I am aware of price testing that has been done in this area, so I have to question your response.


      They were colluding with one another to fix prices at $1,997 per course. Everything ended in 7 simply because their prices had to be the same and they needed to pick a number just below $2,000. That is the only significance of 7. It could have been $1,995 or $1,999 just as easily.
      (emphasis added)


      NOT!
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  • Profile picture of the author celente
    7's and 9's over 10's of thousands of orders always worked better. And the next number after that was 5's for some reason....but 7's outpulled 9's, but both did well.

    same reason why shops never have round numbers on products, if so, they would sell less, true story someone actually tested it. That is why they use this numbered system too.
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  • Profile picture of the author rlopez88
    My version - if the product costs $20 versus 19, you feel "okay its less than 20"...but if it costs 17, you feel "okay is around 15 buck". Even though 99 is as good as 100 most of the times a $99 product would look less than hundred, so it'd sell more. Again $97 would be close to $97...so it's "look" cheaper.
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    • Profile picture of the author celente
      Originally Posted by rlopez88 View Post

      My version - if the product costs $20 versus 19, you feel "okay its less than 20"...but if it costs 17, you feel "okay is around 15 buck". Even though 99 is as good as 100 most of the times a $99 product would look less than hundred, so it'd sell more. Again $97 would be close to $97...so it's "look" cheaper.
      Wow, very short, concise and VERY WELL explained. +1 sir.

      I recommend newbies read over this, you just explained the overall psychology of this to a tea.
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  • Profile picture of the author ohman1988
    Hey! It's weird now that you mention it, but thinking back on purchasing anything, maybe they think that it's a way to subconsciously target their customers into buying because in our minds we're used to paying xx.00 and when we look at something like this that's 19.97, 14.57, etc we think we're saving a small amount
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  • I think it based on the sport.

    Check football and basketball.

    For example, football in world cup 2014.

    Portugal.

    Christiano Ronaldo has number 7

    I mean the important role position in a team has the number 7.

    I don't know why it works but people like that number.

    I think it may come from sport as famous players like that number.
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  • Profile picture of the author Rbtmarshall
    The ideology of 7 gives off a positive vibe to most potential customers, so people play that in their pricing scheme.
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    • Profile picture of the author Melissahoster
      Banned
      7 is a safe number. You ask someone to think of any number between one and 9, most would saying something either less than 5 or more than 5 and less than 9. As a customer it makes you feel like you are getting a great deal just because its a bit far away for the nearest even number with a zero.

      You know what, "one thousand two hundred" sounds more than "twelve hundred", even though both are same. LOL. Same for 7's. its closer to five, so makes you feel better about the price.
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  • Profile picture of the author ryanbiddulph
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  • Profile picture of the author RedShifted
    The title of this thread is hilarious. Like "yo number 7, WTF is your problem?"

    If you ask me, there's a lot to it. A lot of little reasons and a few big reasons.

    The longest sequence that a persons brain can recall, on average, is 7.

    This is why phone numbers have 7 numbers. Because your average person would have problems memorizing a number that's 8 or 9 digits long.

    It's the same thing with a grocery list. If someone tells you to pick up 4 specific items, you won't need a list. If they tell you to pick up 6 items, you won't need a list (on average). If they tell you to pick up 8 or 9 items, more often than not you'll have to take out paper and write the items down. Science also says 7 is the easiest number to remember.

    Then there is a gross over representation of the #7 in culture. Which has existed since the beginning of time.

    There is the bible where god rested on the 7th day.

    There are the 7 deadly sins.

    Weeks have 7 days.

    We have 7 continents.

    Snow White and the 7 Dwarfs.

    James Bond - 007

    7 colors of the rainbow.

    7 seas.

    7 notes on the musical scale.

    Se7en - The movie.



    It's a unifying number. There's so much history and culture tied to it.

    Also, if you look at the numbers 1-10 you'll notice something weird.


    1, 2, 3, 4, 5, 6, 7, 8 , 9 , 10


    The numbers 2, 3, 5, 6, 8, 9, 10 all have curves or round shapes in them.
    And those similarities, imo, cancel them all out.

    1, 4 & 7 are the only numbers that don't have curves.

    But 7 is the only number that slants.

    4 might appear "slanty", but the foundation of 4 is straight and logical.


    In some very weird way, I think 7 is the most physically "flawed" number.
    But at the same time, there is something mysteriously beautiful about it.

    And humans are flawed creatures... so maybe we see 7 as the numeric project of ourselves?

    Like the way it always seems to be falling over... and the way humans are always dying... but at the same time there's "that thing" that balances us out.... and balances 7 out... which is the line on top of 7. Without that line, 7 would just be a 1 falling over. It would be a massacre. The world would just fall to shambles. But it doesn't, because we have the number 7.
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    • Profile picture of the author jungleweb
      Originally Posted by RedShifted View Post

      The title of this thread is hilarious. Like "yo number 7, WTF is your problem?"

      If you ask me, there's a lot to it. A lot of little reasons and a few big reasons.

      The longest sequence that a persons brain can recall, on average, is 7.

      This is why phone numbers have 7 numbers. Because your average person would have problems memorizing a number that's 8 or 9 digits long.

      It's the same thing with a grocery list. If someone tells you to pick up 4 specific items, you won't need a list. If they tell you to pick up 6 items, you won't need a list (on average). If they tell you to pick up 8 or 9 items, more often than not you'll have to take out paper and write the items down. Science also says 7 is the easiest number to remember.

      Then there is a gross over representation of the #7 in culture. Which has existed since the beginning of time.

      There is the bible where god rested on the 7th day.

      There are the 7 deadly sins.

      Weeks have 7 days.

      We have 7 continents.

      Snow White and the 7 Dwarfs.

      James Bond - 007

      7 colors of the rainbow.

      7 seas.

      7 notes on the musical scale.

      Se7en - The movie.



      It's a unifying number. There's so much history and culture tied to it.

      Also, if you look at the numbers 1-10 you'll notice something weird.


      1, 2, 3, 4, 5, 6, 7, 8 , 9 , 10


      The numbers 2, 3, 5, 6, 8, 9, 10 all have curves or round shapes in them.
      And those similarities, imo, cancel them all out.

      1, 4 & 7 are the only numbers that don't have curves.

      But 7 is the only number that slants.

      4 might appear "slanty", but the foundation of 4 is straight and logical.


      In some very weird way, I think 7 is the most physically "flawed" number.
      But at the same time, there is something mysteriously beautiful about it.

      And humans are flawed creatures... so maybe we see 7 as the numeric project of ourselves?

      Like the way it always seems to be falling over... and the way humans are always dying... but at the same time there's "that thing" that balances us out.... and balances 7 out... which is the line on top of 7. Without that line, 7 would just be a 1 falling over. It would be a massacre. The world would just fall to shambles. But it doesn't, because we have the number 7.
      Man that's some deep sh.. That's on that philosophy tip! Things that make you go hmmm
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  • Profile picture of the author SuperKC
    Its just marketing mate, nothing more. Its a 'sacred' number..
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    • Profile picture of the author Brent Stangel
      Originally Posted by SuperKC View Post

      Its just marketing mate, nothing more. Its a 'sacred' number..
      It's sacred!

      Physiology pure and simple.

      The average human assigns meaning to things that have none. If you know this and how to exploit it, you can have some real fun!
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  • Profile picture of the author keLee
    Thanks for the posts. Will definitely be using the number with a 7 in it when I release my next eBook
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  • Just split test 97, 99 and 100 dollars and see what wins. I have tried both and a few times I actually got 100 to beat 97.
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  • Profile picture of the author willie robertson
    I would think it is the same logic as with the popular infomercials, $19.99...$19.95... But wait, there's more! LOL.

    In the Internet Marketing space, $7, $27, $47, $97 etc... works.

    Why fight what works?
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    • Profile picture of the author graeme_pc
      Originally Posted by willie robertson View Post

      Why fight what works?
      ...or as a marketer round my way says, "Don't bleed if you don't have to"
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