Picture this.
You’re walking into a high-end restaurant. You sit down, scan the menu, and there it is—$500 for a steak. Five. Hundred. Bucks.
Your eyes bug out of your head, and you think, “Who in their right mind pays that for a piece of meat?”
But then you keep reading, and you spot a chicken dish. And it’s $30. Suddenly, that chicken feels like the deal of the century.
This, my friend, is the power of anchoring.
Dan Ariely breaks it down beautifully in his book Predictably Irrational. The first price you see sets the tone for everything else.
Your brain grabs onto it and won’t let go. And now, you can’t look at the $30 chicken without thinking it’s practically free compared to the steak.
Here’s the wild part: this happens to us all the time. And if you’re smart about it, you can use anchoring in your email marketing to get people buying what you’re selling. Let’s dive into how.
Anchoring in Real Life: More Than Just Price Tags
Anchoring doesn’t just mess with you in restaurants. Oh no. It’s everywhere.
Let’s say you’re out car shopping. You’ve had a rough week, but you decide to treat yourself and test-drive a car.
The first one you check out? A top-tier, luxury sedan priced at $80,000. It’s got leather seats, fancy gadgets, the works.
But you’re no millionaire, so you shrug and move on to another car.
This one’s priced at $50,000. Still high, but compared to the $80,000 car, it feels like a discount. You start thinking, “Maybe $50k isn’t that bad after all…”
Boom. Anchored.
You see how it works?
It’s all about setting that first number in someone’s head, making the next option look way more reasonable.
That’s the magic of anchoring, and it’s happening every time you compare something in your head.
Now, How Do You Use Anchoring in Email Copy?
Let’s flip this into the world of email marketing.
You’re not selling $500 steaks (at least, I hope not), but you can still use anchoring to make your offer look more attractive.
Example 1: Subscription Box for Snacks
Let’s say you’re selling a snack subscription box service. You’ve got three tiers:
- Deluxe Box: $100 a month
- Mid-Range Box: $50 a month
- Basic Box: $20 a month
Most people aren’t going to jump on the $100 Deluxe Box, but that’s the whole point.
By starting with the high number, you make the $50 Mid-Range Box seem way more affordable.
It’s the Goldilocks effect—just right.
They’ll think, “I’m getting the best bang for my buck!”
Example 2: Special Discounts
Let’s say you’re offering a special discount on your new online course.
Normally, it’s priced at $300. But in this email, you’re running a deal for just $100.
Here’s how you’d write it:
“Usually, this course is $300. But today, it’s yours for just $100.”
Because you dropped that $300 number first, readers are already anchored to it. Now when they see $100, it feels like they’re getting the deal of a lifetime.
The same course at $100 feels way better after you’ve mentioned the original $300 price tag.
Anchoring Is Everywhere (Even When You Don’t Notice It)
Dan Ariely explains that anchoring is one of the sneakiest tricks our brains pull on us.
The first number we see sticks in our minds like gum under a school desk. It doesn’t go away, and everything else gets compared to that sticky little number.
Even online shopping uses anchoring without you noticing.
Ever been on a website where the “Regular Price” is crossed out and the “Sale Price” looks shiny and new below it?
You’re not just seeing a discount. That crossed-out price is anchoring you. Suddenly, the sale price feels like a no-brainer. Like you’d be a fool not to buy.
But Why Does It Work?
Here’s the thing: our brains love shortcuts.
Thinking is hard work (and let’s be honest, most of us are lazy thinkers).
So, when our brain sees that first number, it uses it as a reference point for everything else.
It’s like setting up a mental ruler.
Once the anchor is in place, you can’t help but compare everything to it.
And, just like that, your customer starts thinking, “This is a great deal. I’ve gotta grab it!”
How to Anchor Like a Pro in Your Emails
So, how do you get anchoring working for you? Simple.
- Start with the high number: Always present the higher price first. Even if you’re running a sale, mention the regular price first. Let the lower price shine by comparison.
- Frame your offers smartly: If you’re offering multiple packages, list the most expensive option first. Then, the lower-priced options seem more affordable.
- Don’t underestimate context: Anchoring isn’t just about numbers. Context matters too. If you’re selling a $100 product, framing it after a $10,000 luxury item will make it feel cheap. But if you lead with a $500 price tag, that $100 product looks like a deal.
Wrap-Up
Anchoring is a powerful psychological hack that can work wonders for your email marketing.
As Dan Ariely shows in Predictably Irrational, the first number you see messes with your brain in ways you’d never expect.
So, next time you sit down to write an email, remember: set the anchor high.
Make your readers feel like they’re getting a deal.
And who knows, you might just end up selling that $500 steak after all.
Anchored, but not sinking… yet,
Daniel Matievich