One of the things most marketers do not accomplish effectively is building value in their product/service. They just name the price of the product and then go right into the call to action.
This is NOT the way to go! To Illustrate this, let me tell you a story:
I enjoy playing golf. I am always looking to improve my swing and get lower scores.
Let’s say you’re selling a DVD that is going to lower my golf scores and you’re selling it for $97. Immediately I am going to to think that’s too expensive because I’m used to buying DVD movies for $10-$20 at Target.
So I have already decided on what I’m going to pay for a DVD.
However, if you show me that DVD is going to save me thousands of dollars on golf pro lessons and tons of time hacking away at the driving range, that $97 is going to sound like a drop in the bucket.
I am going to be willing to pay that $97 to potentially save thousands.
And if you tell me within 15 minutes I’ll be able to hit 300-yard drives, that’s going to build my desire even more. That 97 dollars is going to seem like more of a “no-brainer” every day.
Now let’s talk about what you can include in your copy to boost the value of your product/service in your prospect’s mind so you’ll get more sales:
1) Compare other ways they can get the “Big Promise” you’re selling and show them why your solution is better when it comes to cost.
In the golf example above, you can talk about how much money you could spend on going to a golf pro, or the bucks you’ll be throwing down the toilet on the driving range trying to improve your game.
And tell them how your solution is better and cheaper. They will get the desire “Big Promise” (lower golf scores) and they will be able to do it cheaper.
2) Compare what they are paying to frivolous things they spend money on every day…and show them why using that money to buy your product is the best choice.
Do you remember Sally Struthers? She was the woman on all those “Save The Children” commercials?
She would always say (paraphrasing), “Just one cup of coffee a day could feed this child for a month!” in order to convince you that sponsoring a child would not cost that much.
You can do the same for your product.
For example, our hypothetical golf DVD goes for $97. Here is how I would make this price a no-brainer using this strategy:
That’s only a months worth of Starbucks lattes or a month of satellite television. Why not use that money to spend it on hitting laser-targeted drives that are going to split the fairway…and lower your scores?
Keep in mind you are not convincing them to quit their Starbucks habit or quit their Direct TV subscription. You’re just making the connection in the prospect’s mind that they are already spending that kind of money on other things that aren’t giving them the same amount of value.
So go and implement these 2 value-building secrets in your copy. You can melt price objections instantly!
Unti next time,
Kevin Hill
“The Professor of High Response”