-•- HomeOfficeDigest.com Newsletter - Issue 174 -•-
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THE HOME OFFICE DIGEST NEWSLETTER
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WEALTH WARNING
^^^^^^^^^^^^^^

Ignoring your spending habits relative to your income will
quickly get you into hot water.

You must be willing to make some sacrifices now to build
wealth in the future.


FEATURED ARTICLE
^^^^^^^^^^^^^^^^

Price sensitivity and how o Write Proposals That Sell Your
Price
by Kris Mills

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!

--------------------------------------------------------------
Kris Mills of Words that Sell is a seasoned copywriting
professional and author of "Tenders and Proposals that Sell".
More information on this popular guide can be found at
http://www.advicegalore.com/tendersthatsell.htm, or check out
one of her many copywriting articles at
http://www.advicegalore.com . To contact Kris, send an email to:
mailto:kris@wordsthatsell.com.au



TREASURE TIP
^^^^^^^^^^^^

So you want to be a doctor or the CEO of a major corporation? The
average income for physicians in private practice in 1994 was
$218,000. In 1994, the average total compensation of America's 100
highest paid CEOs was $3,554,000, which included bonuses and stock
options. This is 190 times the average American worker's income.


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