One of the things most marketers don’t do is build value in their copy. They just give the price of the product without any justification and expect their target audience to understand the value of what they’re offering.
Every time you introduce price within a sales presentation you need to build value around it so it appears to be a no-brainer to purchase. If you don’t do this correctly, you leave it up to the prospect to decide on the value of a product themselves.
And when this happens, nine times out of ten they’re not going to buy because you didn’t tell them why what they’re going to pay you is an outstanding deal.
To do this, you need to include a “value-builder” section in your copy. Let me illustrate:
Most people think DVD that cost three figures and courses that cost thousands of dollars are expensive. They are used to paying a small price for a DVD in the store or a slighly larger price for a course.
However, if you tell people the DVD is going to help them solve an urgent problem or perhaps save them a lot of money, then the higher price for the DVD is going to seem cheap.
It also helps to compare other ways the prospect could achieve the same benefit or result, and show why yours is superior.
For example, if your selling a golf DVD for three figures, you can easily tell the golfer in the copy the DVD is going to save them thousands in learning from a golf pro. It will also save them from wasting hours on the driving range trying to get the perfect swing.
The golfer will feel the pain of all of the above and will instantly get the value of the DVD. You’ve justified the higher price to the prospect so it’s a literal no-brainer to purchase.
So when you’re writing your next sales letter ask yourself the following questions:
1) How much time, pain, or money is my offering going to save my prospect?
2) Why is my product better than other avenues my prospect could take to achieve the same benefit.
3) What small frivelous everyday purchases to which I could compare the cost of my product?
This last one is important. You can tell your prospect that the price of your offering is roughly the same as a weeks worth of coffee at a coffee shop, or 3 months worth of cable TV. Whichever makes sense for the price of your offering.
This plants the seed in your prospect’s mind that they already spend money on frivolous things. You can then tell them they could use that money on an urgent problem which is more valuable then a month’s worth of coffee.
These are just some ways you can build value in your offering so you’ll get more sales. Make sure the next time you write copy that, when you introduce price, you answer the above questions and frame the answers around the price of your product.
This melts prospect’s objections to price and increases your sales!
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