"less than a morning Starbucks trip" I wouldn't think that a comparison like that would work. For one thing there are many people who feel they are pissing aw

"less than a morning Starbucks trip" I wouldn't think that a comparison like that would work. For one thing there are many people who feel they are pissing away money on Starbucks, or feel some guilt (I myself spend about $4.00 per day and sometimes twice that. That's at least $1500 per year. I don't want to be reminded of that, especially when business is off.) (So you are making a comparison to a potential sore spot. You want a positive association. Comparing to Starbucks but without mentioning price might be an example but that wouldn't make sense for your product, right?) Now, to sell it's product, Starbucks (or any premium brand) doesn't make comparisons to what other things costs. They make you feel special in some way by the product or by the experience or create some value that justifies the price. Making comparisons is good though if you are saving people money. Have you tried raising the price and offering an unconditional money back guarantee? "Cancel at any time and owe nothing". That seems to work with many things I've seen that cause people to be fence sitters as long as the price is high enough. Seo book does that (p1 for seo and search engine optimization) http://www.seobook.com/ http://www.seobook.com/