Home | Marketing eCourse | Online Marketing Kit | Web Hosting | Links | ClickBank Portal
Advertising Information | Blogging & RSS | Branding Information | Copywriting
Home | Marketing eCourse | Online Marketing Kit | Web Hosting | Links | ClickBank Portal Advertising Information | Blogging & RSS | Branding Information | Copywriting | |
| |
| Copywriting Information | |
|
|
|
Some Important Tips On Proposals And Price
Here's a critically important copywriting technique I use when writing sales letters and proposals for our own direct marketing services and for our clients. It's all about "price". I see it all the time. And perhaps you do too. Letters and proposals that bury the price at the very end of the document. By explaining all the benefits in the first few pages and then leaving the price for last, people believe that buyers will be pleasantly surprised when they see how much it will cost. In actual fact, it doesn't work that way. Think about it. What do you do as a buyer? I know I flick through the document until I find the price. Then, if it's more than I want to pay, I put the document away, never to be seen again. I don't bother going back and reading from the beginning. Instead, what well written proposals do is tell the person up-front, how much something will cost. That way the reader doesn't need to go digging. They see how much it is, have an instant reaction to the amount and THEN ... if it's more expensive than they thought, they'll keep reading through the document to look for ways to justify the price in their own mind. Why is it more expensive? What special results does it achieve? What claims do they have to back up the price? I've tested it many dozens of times in our own campaigns and proposals, and with clients. Every single time we test it, putting the price up front wins "hands down". Here are two more tips on price ... 1. Never say "price" or "cost" in your document. Instead, use the word "investment". It may sound like a little thing but it has a major psychological effect on your reader. The word "cost" makes the reader feel like it is an expense they need to shell out for. Conversely, the word "investment" makes them feel like it is an investment that will give them a considerable pay back. 2. Never say "Your investment in the xyz widget is $1235". Instead say, "Your investment in the xyz widget is $1235 which includes 14 refills (valued at $xxx), a lifetime replacement guarantee, free lifetime technical support etc. etc." See what we've done here. By ending a sentence with the price, you give them time to pause and reflect on the monetary amount. Instead, by mentioning the price, then in the same breath giving a brief snapshot of what it includes, your reader instantly makes an association between the price and the return they will have on their investment. In other words, the buyer makes a purchasing decision based on value for money and NOT on the actual cost. Makes sense, doesn't it! About The Author Kris Mills of Words that Sell is a seasoned copywriting professional and author of "How to Create a Sales Explosion With Every Ad and Letter You Write". More information on this popular guide can be found at http://www.synergie.com.au/explosion.htm or check out more of Kris' many copywriting articles at www.advicegalore.com.
MORE RESOURCES:
Copywriting - Google News |
|
|
|
RELATED ARTICLES
On Copying and Stealing Designs The notion on the great artist, Pablo Picasso's quote, "Bad artists copy. Good artists steal" is lost on many. Why Your Advertising Copy is not the Most Important Part of Your Ad If you own a shop in the middle of the desert, and nobody walks past.. Its Time To Start That Swipe File Just as great fiction is an art, so is great copywriting. Beneath the art, however, there's a foundation of basic knowledge and skills. Boost Your B to B Marketing Copy: 3 Major Copywriting Blunders and How to Correct Them When you're writing or evaluating copy for a B to B marketing (also referred to as b-to-b or business to business marketing) campaign of any kind, you may think it's only appropriate to write formal copy in which you refer to yourself as "we" or "our organization" and let lots of other copywriting basics fly out the window.Sadly, these sorts of mistakes are the result of the major misconception that you have to be cold and impersonal in your copy if you want to seem professional. Quotations as Expressions in Life Quotations are expressions, usually in the spoken form or in literature, which are referenced to by others. Usually, quotations are written within quotation marks, as a verbum dicendi, to indicate that it was an expression given by a particular person. Copywriting Makeover: Making An Emotional Connection - Part 1 of 2 One statistic shows that over 80% of all buying decisions are emotional. That means your copywriting should be, too. Beyond Once Upon a Time: Fairy Tales arent the Only Thing Needing Catchy Openings Once a upon a recent time in a galaxy not so far away, I received an e-newsletter that provided valuable dos and don'ts for email newsletter publication. Ah, something about this newsletter didn't pull me in to read its tales nor did I take out the sword to slash my name from the e-newsletter distribution list. "Super Adjectives" Boost the Power of Your Copy Pretty or elegant? Good or scrumptious? Nice or delightful? There is power in the adjectives you choose. Just like Clark Kent and Superman or Bruce Wayne and Batman, some adjectives are plain, ordinary, everyday words. Can Honest Copywriting Succeed? I confess--I'm a marketing heretic! I've built my career on breaking all the rules--and one of the rules I break is that I don't hype.Do I put the best possible "spin" on the truth? Of course! But I refuse to deceive my readers into action. 12 Copywriting Tips to Make Your Advertising More Profitable Year after year people make the same mistakes in direct-response copy and advertising. You can avoid the most common and costly blunders by following these profit-enhancing tips. Its Time To Start That Swipe File Just as great fiction is an art, so is great copywriting. Beneath the art, however, there's a foundation of basic knowledge and skills. Are Long Copy Salesletters Scams? A passionate debate is currently raging in the Copywriters Forum about long versus short copy. (If you haven't joined, do so. 5 Deadly Copywriting Mistakes That Kill Sales Chances are that you are making many, if not all, of these 5 copywriting mistakes. I call them "deadly" because theyre killing your sales and your profits. Impulse Writing for Better Ad Headings Writing headlines for your ads is the most important part of your online presence.When posting your ad to classified sites, directories, message boards, newsgroups or mailing lists, the only part of your ad that is showing is the heading. Do You Make These 5 Mistakes When Writing Sales Copy? Writing copy has sometimes been compared to an "art." While it does take creative skill to write great copy that generates results, there are some mistakes that you should avoid to make sure that your copy is read and acted upon. What a Ghostwriter Can Do for You Do you ever have brilliant ideas for articles, books or a website, but never get around to doing anything about them? Don't feel like the Lone Ranger. Trust and credibility are vital in creating consumer confidence. Hooks, Lines & Sinkers Hands up if the title to this article made you think that you'd strayed into a fishing feature?Perhaps you didn't quite go that far, but hopefully you were puzzled or curious enough to wonder what on earth those three angling associated words have to do with writing. The answer of course is nothing at all if you are thinking of metal barbs, yards of tangled nylon and blobs of lead weights. Grammatical Mistakes DONT Sell When you receive a sales letter with typos or grammar mistakes in it, do you take it seriously? Probably not. As soon as I see a few eighth-grade English blunders in any marketing effort, I quickly decide the author's product or service is not deserving of my time. How to Make the Most of Your Website Copywriter Many people feel uncertain when dealing with copywriters. Like any artform, writing is subjective; instead of black and white, most business owners and marketing managers see indistinguishable shades of grey. Is Your Web Copy Plain Talk? It's true, we were all taught in school to express ourselves differently on paper, than the way we speak. To follow rules of grammar, and inject an artificial air of formality.
|
|
Home | Marketing eCourse | Online Marketing Kit | Web Hosting | Links | ClickBank Portal Advertising Information | Blogging & RSS | Branding Information | Copywriting |
| Copywrite © 2006 www.AdAdvantageSuccess.com All Rights Reserved. |
