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^{In short: Research reveals how customers use a mix of prior knowledge and guesswork to determine whether your prices are fair. Here's how to help them make a positive assessment.}

How do customers determine whether your price is fair?

There are two scenarios when it comes to how your prices are perceived. The first is when your customer has no concept of whether your price is fair, and the second is when they have preconceived expectations.

Let’s look at how...

The dung beetle is small but mighty, pulling 1,000 times its own body weight. That's powerful!

And that's how I like to think of my Little Books range.

Small and mighty 

So I am thrilled to share I have made four of my little books available in the Amazon Kindle store.

• The Little Book of Letters and Emails $1.99 USD
• The Little Book of Pricing and Payment $5.99
• The Little Book of Behavioural Economics $2.99, and
• The How of Habits $4.99.

I've also just...