The Price

The Price

When I talk about price, I’m not talking about setting the price. That’s up to the creator of the product, though you might want to give him some suggestions if you think he’s pricing it too low or high. No, what I am talking about is HOW to present the price. There is an art to doing this that the best copywriters have down to a science.

Remember what I said. It’s all about providing lots of value for the customer. So you have to make him believe that he’s getting $X worth of product for $Y, where $Y is a lot less than $X. However, to pull something like this off, it has to be believable.

The way I, and many other copywriters, handle it is very simple.

Let’s take the example where you’re including a number of bonuses with the main product.

The first thing you have to establish is what the main product, by itself, is worth. After you’ve done this, you then establish a value for each of the bonuses and then the whole package together.

Let’s for argument sake say that the whole package has a value of $500. You could then easily make a case for how you could sell this package for $97,

$197 or even $297 and it would be a bargain.

After you make the case for how much the package can be sold for, you then present the potential customer with the actual price of the product, which is less than all the possible values you’ve presented.

To see a perfect example of how this is done, take a look at my Honest Income Program sales page and see how I presented this to the potential customer.

Honest Income Program Package

               Honest Income Program - $97 Value

               Honest Income Program Advanced - $67 Value

               Killer Content In 30 Minutes - $67 Value

               Complete Internet Advertising Guide - $67 Value

               Complete Guide To Affiliate Marketing - $47 Value

               Super Charged Sales Letters - $47 Value

               Make Easy Money On Ebay - $37 Value

              Complete Clickbank Guide - $27 Value

              The Complete Guide To PayPal - $27 Value

              HIP Ads Directory – Priceless

              Total Package - $483 Value

Note the value of the entire package. At this point, the potential customer is breaking out in a cold sweat wondering how much he’s going to have to pay for this. Certainly he’s thinking, even at half price, it’s probably a $197 package at least.

Now let’s take a look at how I proceed from here.

I could easily let this package go for $97, $197, or even $297 and it would be a steal.

Then I go one step further. I compare what they’re getting to what they would have to spend for this information elsewhere.

Compare For Yourself!

Look At What This Would Cost Elsewhere... ·         $97 JUST for a book on Adwords advertising... ·         $67 JUST for a book on article writing... ·         $97 JUST for a book to give you a comprehensive income earning plan... ·         $47 JUST for a book to teach you how to write ads that convert to sales... ·         $47 JUST for a book to teach you about Affiliate Marketing... ·         Countless HOURS of YOUR time to find the income opportunities outlined in my first system. How much is YOUR time worth to you?...

I even bring in the issue of how much the person’s time is worth to them. All of this is to reinforce how much they’re really getting in this package.

Finally, I close the deal on the price.

You can see where all of this would be a bargain at even $297. Well you’re not going to have to pay even anywhere NEAR $297 for all this. If you order TODAY you can get this complete package for just $47.

When they see that they get all of this for $47, they almost have to do a double take to see if it’s not a typo.

If you check many of the top products at the Clickbank marketplace, or anywhere for that matter, you’ll see that most of the top copywriters use this tactic. It’s very effective.

You’re probably wondering why I went into such detail with presenting price. The reason is because in many cases, price is the deal-breaker. This is why

you MUST test your price. The greatest sales copy in the world is not going to convert if the prospect thinks the price is too high.

Again, you have no control over the price that a merchant wants to charge for his product. The most you can do is make some suggestions if you think the price is too high or low.

The top copywriters are very firm with their clients. If they feel that something is wrong with their product, whether it be the product itself, poor testimonials or wrong pricing, they will tell their clients. It is your responsibility, as a copywriter, to ensure that the sales copy is as effective as  possible. That means that all things outside of your control have to be right.

I know a lot of copywriters who will turn down a contract if they feel that the product is not priced correctly and the merchant refuses to budge on it.

Okay, so what are you supposed to get out of this chapter?

Simple…when you present price, you present the value of the package, what you could get easily for the package and then finally what the package costs. The first value should be the highest value, the second value should be the second highest  and finally, the actual price of the product should  be the lowest value.

You can use my example as a guideline. If you do this, you should have no trouble with presenting price in your sales copy.

While I’m on the subject of price, let me briefly talk about summarizing. You will notice that when I presented the value of the package, I also summarized what the customer would be getting. This is also important to do. The reason is because over the course of a sales letter, the customer is going to forget things. Remember, they’re seeing this for the first time. By the time they get to the 10th bonus, they’ve probably forgotten the 1st bonus. So you want to remind them of what they are getting before you get to your call to action. The best way to do this is as I presented it, with a box showing the products and the values for each. This kills two birds with one stone.

In the next chapter, we’ll go over the call to action.