Believability in your copy

Pricing in your copy needs believable justification.

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.

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