How do you feel when you hear the price $19.99? I really believe we are smarter than that. The difference between $19.99 and $20 is one cent. I just have to believe that we are more intelligent than that. The conditioned response supposedly caused by that number is outdated.
People actually advised me to charge $19.99 for my workouts. I just could not do it. It felt insulting to the people I am trying to reach. The thought of $19.99 causes a viscerally negative response in my body, so $19.99 is not the preferred choice for me.
$19.10 has a perfect ring to it for me. My father was born in 1910 and he was a fine, generous, honest man. Every time I hear an order come through, I think of him. That feels like a perfectly good reason to me to have $19.10 as the price of each workout. I imagine him being proud of his daughter and I know his smile covers his face and his eyes are twinkling.
I can promise you that BlindAlive, LLC will never have a price that ends in 99 and knowing me and my love of numbers and story, there will always be a story behind any price I choose.