The new trend of ABSURD pricing plans ❌
Ridiculously expensive pricing tiers are... actually a PR goldmine
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An “absurd” pricing plan is a tier that makes no sense.
It is an extremely expensive price point that raises eyebrows.
But believe it or not, these seemingly ridiculous pricing tiers are gaining traction in today's market.
👉 This week, Tinder made waves with the introduction of Tinder Select = a prime example of an absurd pricing plan. For a whopping $499 per month (approximately $6,000 per year), users gain “VIP” privileges such as the ability to send direct messages without needing a match. But here's the catch: it's only available to the top 1% of active users.
Tinder is not the only one playing this game.
Think back to Uber's early days when they offered $3,000 helicopter rides, NUGGS tempting customers with a chance to buy 200kg of chicken nuggets for $10,000, Mailchimp's absurd premium plan, or Typeframes' white glove service, priced at a confusing 20 times more than their most expensive monthly plan.
And guess what? This tiny marketing idea can move the needle.
You might be offering your SaaS at reasonable rates, say $9 to $29 per month. However, there's a hidden gem in adding an astronomical option, like a daring $999 tier. It might sound counterintuitive, but it works.
💥 Why does this strategy work?
PR bonanza: Absurd pricing plans create headlines. The media loves to cover these eyebrow-raising offerings, as seen with Tinder's recent buzz.
The Decoy Effect: Setting a high price anchor makes everything else on your pricing page seem like a steal.
Optics matter: An array of only low-cost plans may inadvertently project a "budget" image for your brand. The presence of a high-tier plan lends an aura of premium quality to your entire product line.
Status symbol (for those who buy): I know it is weird, but purchasing an absurd plan becomes a flex for some customers. Ensure you celebrate these purchases with a good confirmation email—they'll want to share it with the world.
The Long Tail Effect: Someone out there will pay for it. Whether it's a corporate executive who can expense it or a high-net-worth individual, giving people the option to splurge can pay off. Just like Tinder, it might resonate with the top 1% of your audience—the dedicated power users who adore your offerings. Just remember to deliver rare value in return.
I've previously shared this idea along with eight other tweaks to supercharge your pricing page. Check them all out here: 9 Little Tweaks to Pricing Pages.
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