Archive for August, 2009

(Seventh in a Series)

Your persuasive copy must convince readers that not only is your product or service superior, it’s also a great value. Since it’s never a good idea to compete on price, how can you do this?

One way is to stress the cost of ownership rather than the cost of purchase. If you can show your product will last longer or your service will produce a greater return on investment, it’s easy to justify the higher initial price.

Take two digital printers with identical features, for example. One’s price tag is $300 more than the other. But the higher-priced machine produces copies at half the cost of the less expensive competitor. Over the two copiers’ expected life cycles, the higher priced version will save money in the long run. Your copy can and should reflect that.

Cost of ownership includes several factors: maintenance, support, and repairs are just a few that can be mentioned in your copy. The product or serve that costs the least to purchase may be the most expensive to own and operate.

Another way to build value is to stress that the price you are asking is small relative to the revenue it can produce or save. Copywriter Bob Bly uses this example:

“What would you do if the EPA assessed a $685,000 fine against your company for non-compliance with environmental regulations you weren’t even aware existed? Now get the special 50th anniversary Edition of Perry’s Chemical Engineers’ Handbook for only $4.97 (list price $129.50) with your No-Risk Trial Membership in McGraw Hill’s Chemical Engineers’ Book Club.”

Who could turn down paying $4.97 for information that might save them $685,000? They would probably gladly pay the $129.50 list price!

If you product or service will be used over a long period of time, it’s a good strategy to emphasize that cost over that extended time. It helps reduce the sticker shock. Life insurance companies are particularly adept at this. Rather than pushing annual premiums, they often break the cost down into months, week or even days. “Protect your family for 55 cents a day” sounds more affordable than “The annual premium is $200.”

(Next: Close with a Call to Action)

Popularity: 51% [?]

(Sixth in a Series)

Somewhat related to the previous post (Prove It), establishing credibility in your persuasive copy takes the process one step further. It makes your customers feel comfortable doing business with you and answers the question “Who am I dealing with” that inevitably crops up during the decision-making process.

How do you establish credibility? Emphasizing longevity in the field is a good way to let the world know you know what you are doing. The implication is you that wouldn’t have survived in business for a long time without being good at what you do. The number of employees you have, annual revenues, number of units sold, industry and community awards, commendations, and publications are also good tidbits that can be sprinkled throughout your copy to establish credibilty.

Don’t use all your credibility-building ammunition in one place – that makes it too easy for a propsoect to dismiss it as fluff. Carefully sprinkle it through your persuasive copy in subtle places that have relevance to the point you are making.

Here are some good examples:

“We guarantee the best technical service and support. Our certified technicians respond within six hours and complete an average of three repairs a day — and we’ve been doing it for 27 years.”

“You’ll have the expertise of 250 professionals around the world to ensure you system will never fail.”

Our product meets and exceeds industry standards, which is why we’ve won the Gold Medal Award for seven years in a row.”

Customer reviews, testimonials from real people just like your readers, independent survey results and media coverage also are good ways to establish credibility.

(Next: Build Value)

Popularity: 50% [?]