Twitter Tweets On 2008-05-30
- Preparing for a day of client copywriting projects … five small projects to put the finishing touches on. #
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Twitter Tweets On 2008-05-28
- Just returned from the first of Brunswick Industries’ Business Breakfasts … interesting talk by NAB economist: coal is our new black gold. #
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Twitter Tweets On 2008-05-26
- Hmmm, rather happy day … client sells $29,000 business in 2 days via eBay with my style listing after his 10-day listing didn’t work! #
- @jonlyles partly to do with better use of photos & reason why it was for sale; also much better use of listing features for higher exposure. #
- @jonlyles yes, I will be making it a case study! I have the listings saved as pdfs, but that’s all so far. Will find auction IDs tomorrow… #
- @jonlyles yes you can — I’ll let you know when it’s ready. #
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Believability in your copy
After reviewing a couple of lots of copy in recent days — one aspect which I noticed needed beefing up is the price “believability” factor.
For example, in one web-based sales pitch, a suite of 10 products were claimed to be worth over $34,000 (a specific amount was used, which was good to include) and being sold for just $47.
With such a discrepancy between the price offered and the value claimed, questions will immediately pop in to a prospective buyers head. Questions like …
Yeah right! Are you exaggerating? How do you justify $34,000? How do you justify making the cost only $47? Why are you selling it so cheap? Or is $47 actually more than it’s really worth? Is the whole package really worth $34,000? If you’re making this up, what else are you making up?
They’re legitimate questions you must address in your copy to persuade the buyer that your offer is genuine and trustworthy.
In the example above (the figures I’ve used are close to the actual figures in what I was reading) there’s also other benefits granted to the buyer, including Private Label Rights (to re-brand the products as your own), resale rights, the ability to give away the product. This creates more questions to answer to address a buyer’s fear about how many copies of the product will be sold (that will be competing against the buyer)… how quickly will they recoup their $47 investment?
Illustrating how this might happen — describing various ways they can make money (even by giving away your product) — can change the focus for a buyer from skepticism to seeing the income earning opportunities offered by this package.
In this case, no “reason why” justification was offered, nor were these questions addressed. If they were, I would predict the overall results would be better than they are now.
Whether you use a “reassuringly expensive” price or a highly discounted price, you need to use convincing copy about the value of the product or service to add believability.
A presentation on presentations
You’ll get some great points from this set of slides about engaging the brain in presentations… why you should fling your current PowerPoint presentations and take notice of this advice.