Once You're Hooked...
I came across what seemed like an amazing deal on web hosting. Because I'm very familiar with the company making the offer, I paused to have a better look.
Wow, I was thinking, they're really cutting prices to get business. Because I'm familiar, it also seemed a little out of character. So, I went hunting for the small print and there it was in tiny light grey at the bottom. Only 99 cents a month but it only applies to the first month.
How many people are going to feel a little ripped off or a little stuck when they realize what they signed up for? Quite a way to deflate a new website experience.
Now I know there are all sorts of businesses that use a prepaid subscription model. It's easy to to say all the info is there, but what if your customers don't understand it? It's a business model that relies on uneducated consumers.
Wouldn't it be better to have a business model where people know exactly what they're signing up for and exactly what the costs will be? That would actually be a bit novel, perhaps even a bit unexpected.
Having customers who want to work with you rather than customers who feel trapped is going to be much more effective for business growth.
photo by SomeDriftwood / Flickr
originally published in Work Better, Not Harder April 14, 2015
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