Ever opened a $30 bottle of vitamins only to find it
6 parts air
2 part cotton
.9 parts of the actual vitamin
…sticking to themselves on the bottom?
Equivalent to opening a family size bag of potato chips that I swear I was going to share until I found it had 3 parts air, and 1 part chip – which would clearly be cause for an actual temper tantrum.
One would think: why, in the name of Netflix, wouldn’t they put their products in smaller containers? Wouldn’t that save money? And help us consumers fell less cheated?
There are numbers of reasons. One of them is ordering one standard size bottle or bag in bulk saves them time and money; labeling needs to be fully conveyed; the machines are built to accommodate those one-size containers; reduces shoplifting (ever try to fit a family size bag-o-yummy in your shirt? Me neither. Because we know better).
But here’s one reason that is the most simplest of all: visibility.
If you were able to see how small those pills are (or how broken those chips were) before you purchased them, you wouldn’t buy them. In many cases, we still relate value to size. You need to know that you’re getting your money’s worth.
Bigger = more value.
So think of it this way. Let’s say they were to help make our wishes come true, threw away the cotton, filled the bottle with vitamins – and fill the entire bag with chips.
But they won’t because that would mean they’d have 10x the price – and nobody would buy a bottle of vitamins for $300 or a bag of chips for $15.
Does this mean they’re shiesty? No. Does it feel bad? Sometimes.
But mostly, it just means they understand profit.Because whether you’re selling vitamin tablets or copywriting services, the way you package what you’re selling is just as important as what you actually are.
In fact, in the eyes of the buyer, they’re on in the same.
– Kati Stage
Co-Founder of the Workshop Warrior Institute
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