Earlier I wrote about ways to price tiered services.

Read here, here, and here if you want to catch up.

The concern is, “What if I create a gold option at a very high price and no one buys it?!”

That’s ok - no one needs to buy it.

That someone buys it may not be the main point.

One way the gold option in the Goldilocks pricing curve can be used is to make the middle option appear far less expensive, by comparison.

Doing so also aids the buyer in making a decision. She thinks, “Bronze is underpowered. Gold is far more than I need. Silver is juuuuust right.”

That’s one way Goldilocks pricing can work when it does its job right.

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There are strategic reasons to create a gold option.

That someone may want to buy it, is only one of those reasons.

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