You also have the opportunity to better engage with people's brains' built-in fallibility to the sunk cost fallacy, which is also a lesson places like gyms learned a long time ago.
You see this in things like upsells for classes: a gym will send you a flyer every couple months about exciting new classes that are only $x more thanks to that membership you bought months prior ("just imagine if you were paying for this class on its own somewhere else"). People like thinking they are getting a deal, and want to make use of an existing investment they already sunk money into, and are sometimes willing to sink more money into the existing investment.
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You also have the opportunity to better engage with people's brains' built-in fallibility to the sunk cost fallacy, which is also a lesson places like gyms learned a long time ago.
You see this in things like upsells for classes: a gym will send you a flyer every couple months about exciting new classes that are only $x more thanks to that membership you bought months prior ("just imagine if you were paying for this class on its own somewhere else"). People like thinking they are getting a deal, and want to make use of an existing investment they already sunk money into, and are sometimes willing to sink more money into the existing investment.