Ted Nicholas is a marketer with a proven track record. He has opened, operated and sold 21 profitable businesses, and is responsible for
direct or indirect publishing of hundreds of books and publications. Ted Nicholas is a well- known and respected leader in information marketing business. Ted Nicholas has mastered art of selling. His million dollar best selling books and other successful ventures will show you how you can use power of written and spoken word to grow your business.
His business development strategies are designed to help you achieve higher profits and lower taxes. Ted has assisted hundreds of entrepreneurs in building successful businesses. His skills as a copywriter and direct mail marketer have earned him title "Guru of Direct Mail Marketing".
All of that notwithstanding however, in my not so humble opinion, he has also perpetrated one of biggest and most inaccurate fallacies in history of marketing.
Ted has convinced countless number of marketers to, when pricing their products and services end their prices with a "7."
For example, instead of pricing your product at $19.95, price it at $19.97. Or better yet, he advises dropping change altogether and pricing your product at $17.00 or $27.00 or $97.00. His research supposedly proves that number seven dramatically increases sales.
Even more remarkable is how many marketers accepted this fallacy as gospel, without doing any real testing of their own.
I have no idea what scientific formula Ted used to arrive at his conclusions, but with all due respect to Ted Nicholas, his theory's a bunch of bull!
How do I know? Because I thoroughly tested his theory myself and discovered no discernible difference in response or profits.
I also base my conclusion on perhaps greatest authority in marketing: Televison infomercials.
