Give them different options to choose

This simple doodle nails one of marketing’s sneakiest tricks: give people three choices. Not one, not five. Three. The brain loves it because it feels in control but not overwhelmed.

The Psychology Behind the Sketch

The “Basic / Full / Advanced” setup lets buyers self-select. Most will land in the middle, feeling smart for skipping the cheapest and avoiding guilt from skipping the priciest. That middle-tier bias quietly raises your average order value—no hard sell required.

Why It Works

• Anchoring makes lower tiers feel cheaper
• The middle feels “safe”
• Premium tiers stroke the ego
• Choice gives control

Real-World Examples

• Apple: Standard, Pro, Pro Max
• Netflix: Basic, Standard, Premium
• HubSpot: Starter, Professional, Enterprise
• Mailchimp: Free, Essentials, Standard, Premium