The "Anchor Pricing" Trick That Manipulates Your Clients' Choice

The "Anchor Pricing" Trick That Manipulates Your Clients' Choice. In this interview, Jarrod Lopiccolo, an architect-turned-CEO, breaks down the powerful psychological strategy of anchor pricing. He explains how presenting three options—a high "anchor" price, a low price, and a middle price—manipulates customers into almost always choosing the middle option, and how you can apply this to your own business. Jarrod also shares his journey from physical architecture to building "virtual architecture" on the internet , his core question for high-performers ("Do you love to win, or do you hate to lose?") , and the three chapters of every founder's journey: from a hands-on "tradesperson" to a strategic "businessperson" and beyond. Check out the company: https://noblestudios.com

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🕒 CHAPTERS

00:00 - From Architect to "Virtual Architect"

06:33 - Do You Love to Win, or Do You Hate to Lose?

13:18 - How an Architect's Mindset Builds a Stronger Business

16:35 - Why You Never Put a Park Bench in an Open Field

23:46 - Using Data to Prove Your Irrational Clients Wrong

27:03 - The "Anchor Pricing" Trick That Manipulates Choice

30:28 - The 3 Chapters of Every Founder's Journey

40:06 - The Most Important Lesson After 20 Years in Business

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