Module 28: Decoy Effect #

Definition
Adding an extra option can drive people toward the choice you want.

Why It Works
When given three choices, people often choose the “middle” option. You can design offers so the choice you want feels like the obvious one.

Examples in Content

• LinkedIn: Pricing breakdown: Basic ($49), Pro ($99), Premium ($499)—Pro looks best.
  
• Instagram carousel: “3 coaching packages: Starter, Growth, Empire.”
  
• Email subject line: “Why most people choose the middle option (and why it works).”
  

Exercises

1. Rewrite Prompt: Take a flat offer. Add a “decoy” option to make the best choice look obvious.
   
2. Fresh Post Template:
   
   • Hook: “Here are 3 options we offer, but 90% of people pick this one.”
     
   • Body: Lay out choices, making the middle the most attractive.
     
   • CTA: “Which would you pick?”
     
3. Reflection: How could you structure your offers so the best choice feels like the only choice?