what motivates consumers to "up-sell" themselves by choosing the more expensive option.   Principle # 3 - The names of the different packages denoted increasing value: silver, gold, platinum or starter, super, ultimate. Notice that each word has increasing value. Also notice that the name of the lowest package denoted value. Thats why we started with silver instead of bronze. It says that even the lowest option is valuable.   Principle # 4 - The additional products or services that are added on to the basic package have a low cost to you. The "add-ons" need to be cost effective because the incremental price you are charging needs to provide significant margin to the package.   Principle # 5 - I threw the Life cereal example in for two reasons. One, because its my favorite cereal and two, because I wanted to show you that you dont have to have a bunch of different products to create a package. You can just add more of the same product to the package.   In fact, just yesterday I purchased two units of potato salad. A single unit of potato salad costs $2.00 and the double package costs $3.00. I bought the $3.00 package, ate the first unit and took the second one home!   Look Around for Packaging Options   Yes, you do have packaging options in your business. You just need to open your eyes to find them. In some way, shape, or form you can create unique packages of your product or service that will solve one or more of your customers problems. Conclusion   Packaging creates a higher perceived value by increasing the benefits and lowering the unit price. Examples of packaging and bundling are everywhere. If you dont have enough products or services to create a package offer, consider joint venturing with a company that does. Remember to provide a strong up-sell option in your package by offering multiple options, each progressively more valuable and expensive.   Happy packaging!   Membership Marketing: Turning Occasional Buyers Into Loyal Customers     Not long ago my wife and I closed down a bank account that we had not used in many years. I had tried to persuade my wife for many years that we needed to close the account because we just werent using it and I didnt want to keep paying fees. But she insisted that we keep it open because she was a "charter member" of the bank and didnt want to lose her privileges.