Here is a critically important copywriting method I use when writing product sales letters and proposals for our own direct marketing services and for our clients.

It’s all about “cost”.

I see it all the time. And perhaps you do as well. Letters and proposals that bury the cost at the very end of the document. By explaining all the advantages in the initial couple of pages and then leaving the cost for final, individuals believe that purchasers will be pleasantly shocked when they see how a lot it will cost.

In actual reality, it doesn’t work that way.

Think about it. What do you do as a buyer?

I know I flick via the document until I find the cost. Then, if it’s more than I want to pay, I put the document absent, never to be seen again. I don’t bother heading back again and reading from the beginning.

Rather, what nicely written proposals do is inform the individual up-front, how a lot some thing will cost. That way the reader doesn’t need to go digging.

They see how a lot it is, have an immediate response to the quantity and THEN … if it’s more costly than they thought, they’ll keep reading via the document to appear for methods to justify the cost in their own mind.

Why is it more costly?

What special outcomes does it accomplish?

What statements do they have to back again up the cost?

I’ve tested it many dozens of times in our own campaigns and proposals, and with clients. Each and every single time we check it, placing the cost up front wins “hands down”.

Right here are two more tips on cost …

one. By no means say “cost” or “cost” in your document. Rather, use the word “investment”.

It might sound like a small 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 significant pay back again.

2. By no means say “Your investment in the xyz widget is $1235″. Rather say, “Your investment in the xyz widget is $1235 which consists of 14 refills (valued at $xxx), a lifetime replacement assure, free lifetime technical assistance etc. etc.”

See what we’ve carried out here. By ending a sentence with the cost, you give them time to pause and reflect on the financial quantity.

Rather, by mentioning the cost, then in the exact same breath providing a brief snapshot of what it consists of, your reader immediately makes an association between the cost and the return they will have on their investment.

In other words, the buyer makes a purchasing decision primarily based on worth for cash and NOT on the actual cost.

Makes perception, doesn’t it!

About The Author

Kris Mills of Words that Sell is a seasoned copywriting expert and author of “How to Create a Sales Explosion With Each and every Ad and Letter You Create”. Much more info on this well-liked guide can be discovered at http://www.synergie.com.au/explosion.htm or check out more of Kris’ many copywriting articles at www.advicegalore.com.

Kris@wordsthatsell.com.au