Because our brains compare things based on what’s most recent and available in memory.
Not based on more “true” absolute values.
EVERYTHING is a relative assessment...
Contrast In Sales
Contrast is why you hear about the Problem / Solution framework in sales.
If you discuss JUST the solution, there’s no contrast.
But if you describe the problem first—and make it uniquely painful—the solution provides HUGE contrast and relief.
Contrast In Pricing
You also see the power of contrast at work in discounts.
In isolation, a product priced at $25 takes a lot of effort to evaluate.
But a product priced at $35 that’s on sale for $25 prompts a “green light” response in your customer.
Contrast In Negotiation
Contrast is why you should make aggressive initial offers.
If I want 100,000 stock options for compensation, I would open with 150,000.
If we agree on 100,000, my negotiating counterpart thinks they got a deal. And I got what I want.
Contrast In Ads
Contrast is why marketers emphasize “differentiation.”
Differentiation = Contrast.
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Influence: The Psychology of Persuasion
amazon.com/Influence-Psyc…