They tested and found that even a lame “reason” got better response than no reason at all. I coined the term “because clause” for that part of his work.

“We want to do xyz because ….”. We have to charge you more because it will require extra work.” People may not like what you said but there is at least a “because clause” to explain it (and for you to stand on).

I used this in my BtoB sales and know first hand it works.

John Deck
http://www.DirectMarketResults.com

For instance, last spring I ran a birthday sale. I even gave two reasons for the sale: it was my birthday AND I didn’t want to have to move the books.

So I took a picture of me hefting a box. I titled the post “Save a Back – Buy a Book.”

I think it’s funny that the publisher you mentioned ran a “no bar code” sale when the product clearly had a bar code. That’s not too bright.

They would have been better off just saying, “We’ve got too many of these DVDs taking up space and we need to get rid of some of them.”

One of the best “reason why” sales I remember was when AWAI had a “Hurricane Sale” after a hurricane damaged their warehouse.

The second time I thought that was weird to have happened twice so I checked and there was a barcode on it after all. Maybe I was being harsh but I thought those guys were a bunch of liars.

Don’t get me wrong, I was still glad to get a good deal but their credibility was damaged with me.