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The Insane Power of Pricing, Brand and Psychology

Do you understand why your customers buy? This week, we’re running a replay of one of the more interesting episodes from the last year with Charles Burdett of PipDecks.com, which is a suite of card decks that helps people do anything from brainstorming creative workshop ideas and improving their storytelling to designing more innovative products.

What makes PipDecks.com particularly interesting is how Charles was able to take a product that has a very low cost of goods and sell it at incredibly high prices. You’ll learn how his positioning and his branding have been the secret to selling the decks based on their value rather than on their physical worth. He also shares the one question we should all be asking our customers to understand why they buy, as well as how to overcome the mindset block that most entrepreneurs will grapple with at some point.

You’ll learn:

  • What Pip Decks are. (4:30)
  • How Charles brought Pip Decks to market. (6:15)
  • How he sells the value vs. the physical product. (10:00)
  • The less obvious copywriting tactics that have helped Charles position the value of Pip Decks. (16:30) 
  • All about Pip Decks’ pricing strategy. (18:00)
  • What other eCommerce stores get wrong when it comes to UX. (27:30)
  • What it means to optimize around freedom. (29:30)
  • Lightning round with Charles. (37:00)

Subscribe: iTunes | Stitcher | Amazon

(With your host Andrew Youderian of eCommerceFuel.com and Charles Burdett of PipDecks.com)

What Was Mentioned

Photo by Olya Kobruseva on Pexels.



Andrew Youderian
Post by Andrew Youderian
Andrew is the founder of eCommerceFuel and has been building eCommerce businesses ever since gleefully leaving the corporate world in 2008.  Join him and 1,000+ vetted 7- and 8-figure store owners inside the eCommerceFuel Community.

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