Learn the power of psychological reactance. Have you ever heard of the term Psychological Reactance? According to Wikipedia, Psychological Reactance is unpleasant motivational arousal (reaction) to offers, persons, rules, or regulations that threaten or eliminate specific behavioural freedoms. Reactance occurs when a person feels that someone is taking away their choices or limiting the range of alternatives. This last part is what comes into play in today’s topic. When a person feels that someone is taking away their choices or limiting the range of alternatives, in other words, say they can’t have it, and they’ll want it even more. Just look throughout history. People are constantly doing things they’re told they can’t or shouldn’t do. Books that are banned by school systems quickly become some of the most sought after books around. When a song is banned from television or the radio, it soon tops the charts. When the USA introduced prohibition in the 1920s banning the production, importation, transportation and sale of alcoholic beverages, what happened? More alcohol was produced and distributed than ever before. When you tell someone they can’t have something; they want it even more. That’s Psychological Reactance. So how does this apply to running a design business? Simple, tell a client they can’t have something or something isn’t for them, and they’ll want it even more. What do I mean by this? Let’s say a client is looking for a logo design, and they only have $500 to spend. Using the three-tier pricing method, a pricing strategy where you offer three different options to a client, each one consisting of a slightly better “package” at a slightly higher price, you may present something like this. Option # 1: Design a logo for $500 Option # 2: Design a complete branding package including a logo, stationery and social media branding for $1000 Option # 3: Same as option #2 plus additional assets and a brand style guide for $1500 This pricing strategy gives the client options to choose from. It reduces the chance of them shopping around for other design prices. And it shows them the value of the different product tiers. This pricing strategy is great for upselling to your clients, but it works even better when combined with psychological reactance. Even though the client told you they have a $500 limit, you present options outside their budget. Show them what's available if only they had more to spend, for example. Here’s a proposal I prepared for you showing various options I can provide. Please look at options two and three. I know you can’t afford them according to the budget for this project, but at least they'll give you ideas for when you can afford it. When you present your three pricing tiers, you can do so in a way that the client feels their choices are being taken away. By telling a client they can’t afford something, you make those options more desirable. They'll feel like their choices are being taken away, and they'll look at those two options even closer. I can’t tell you how many times clients told their maximum budget was X only to end up agreeing to one of the more expensive and more valuable options I presented them. Sometimes they chose options that are double or triple their original max budget. Somehow, the money is there. This is not swindling or conning the client. You are simply presenting in a way that makes them feel like their choices are limited, which makes them want it more. People want the freedom to choose for themselves what they can and cannot do or have. A good salesperson knows how to take advantage of that. Putting Psychological Reactance into practice. The way it works is to use phrases such as. “You probably can’t afford this...” “You’ll probably refuse this idea...” “This may not be for you...” “You probably won’t agree to this...” “You may not be the best person for this...” Anything that tells the client they’re not a good fit for whatever you are offering. Another great way to prese