David Parrish addresses the one word that makes all creatives cringe, business. His book is entitled T-Shirts and Suits: The Business of Creativity and is available as a free download on his website.
I’ve been following his blog as of late too. He addresses a lot of concerns for any creative trying to develop a keener business sense.
Some great stuff.
For example on his post about The Art and Science of Advertising:
Setting a very high price for one option in the pricing range makes the other prices look very economical. In other words, the £2,000 version doesn’t look so expensive any more, once a £5,000 version is added to the range (even if it doesn’t sell). This applies to services as well as goods.
Loyalty cards with a few free stamps already attached are more likely to be used by customers. (A ten-stamp card with two already attached is more likely to be used than an empty eight-stamp card).
Customers are more likely to behave according to what other people do, rather than what they ‘ought’ to do.
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