Avoid Negative Pricing Judgments

Last week, as a reward for catching up on several projects, I went to my local literary superstore and ordered a long-desired book of railroad photography.

I came into the store with a printout, from the store's web site, and went to the information/special order desk. I handed the clerk the sheet.

Without realizing the impact of his words, he turned to me and said: "That's going to be $62.50 you know," which somewhat offended me. I don't know whether I was more bothered by the implication that I was a "fat cat capitalist" spending $62.50 on a luxury item, or--perhaps because of my Disney sweat shirt--I didn't look like I could afford a $62.50 book.

Guerrillas recognize that every word they say is a marketing tool--for better or for worse. Sometimes, it's best to say nothing, rather than unintentionally offend a customer.