on human emotion rather than rational logic. The following are several rules developed by price expert Erin Mitchell, President of the Pricing Society Tip # 1 - For prices up to $10 use endings such as $.99 rather than $.95. Customers reactions are the same for both price points and the $.99 garners you four more cents. Also, prices ending in odd numbers such as .34 are confusing to people and may cost you sales.   Tip # 2 - For prices from $10 to $100 the best ending to use is $.95 rather than $.99 because the $.99 is seen as a "greedy" price.   Tip # 3 - For prices greater than $100 its better to present your price in whole dollars rather than cents. Its a cleaner look. Tip # 4 - Pricing for professional services should be in whole numbers such as $150 rather than $139.95. Its more professional and promotes dignity and confidence in your fees and rates.   Advertise Your Price?   I often get the question of whether to advertise price or not. This has been an ongoing debate for years. I recommend not advertising your price unless it is surprisingly low. Youre limited as to what you can do to build value in an average size advertisement. Displaying a high price without first building value is a losing proposition.   If youre running a sale, just advertise the discount amount rather than the price. For instance, advertising "20% Off" or "Take $1,000 Off", rather than showing the actual price, can get people just as excited as showing a low price - without showing the actual price. Price Gimmicks that Work   All you have to do is open the paper to see a lot of price gimmicks that retailers use to lure people into their business. I could have listed a dozen gimmicks but Ive limited it to five common ones.   1. The $1.00 Gimmick   The $1.00 gimmick is my favorite and is very powerful. It includes advertising a product for the "almost free" price of $1.00. Tell your consumers to call or come in and find out how to get your product for only $1.00.   Your average consumer knows that this is a gimmick but its so intriguing that many come in just to see what the catch is. This is especially effective if the $1.00 product has value. Currently, a friend of mine is offering a marketing course to insurance professionals for $1.00 using a postcard marketing campaign.   However, to get the marketing course for $1.00 they must purchase his $300 marketing