 Perceived
Value: a Sneaky Little Copywriting Trick that Will Help You
Be the Guy or Girl With the Happiest and Most Clients
by Dina
Giolitto
• Do you create gorgeous sales
pages that only get a trickle of responses?
• Do you bend over backwards to deliver quality service,
yet lose clients to competing businesses?
• Do you find yourself wondering, "Why aren't more
people BUYING?"
If the above questions make you nod your
head sadly and maybe even shed a small tear... chances are,
you missed something key the first time around in your marketing.
That "something" is a copywriting
technique that will help you increase the Perceived Value
of your product or service.
Perceived
value refers to the perception that
the customer has of your end deliverable. You know the blood,
sweat and tears that goes into whatever you produce for your
clients. But do your customers know?
Ask yourself right now:
What does the customer
believe he is receiving from
you?
What is his perception
of the total worth of
your service or products?
Is he aware
that you're giving him an excellent
rate or deal? If not, what can you say to change his awareness?
When discussing value in your copywriting,
you should have one goal in mind:
Make your customer feel as though he's squeezing
out the most value he possibly can get, for as low a price
as possible.
You might already be delivering the greatest
value. But if your clients or customers are not perceiving
it, what good will it do you?
What happens when someone else comes along
to tempt your client - and he's actually offering THE SAME
VALUE that you deliver? Only your customer doesn't recognize
it because the other guy pointed it out and you didn't bother?
(The above situation is to blame for lost
business and straying clients who seek out the competition.)
Perhaps the time has come to give your marketing
copy a second look. Enough of the big words and vague promises.
You've got to be up-front and crystal-clear
about the What You Get and What That's Worth to the people
who buy what you sell.
How to Crank Up the Perceived Value in Your
Sales Letter Copy:
The first part of your sales letter is always
an emotional argument. The second part speaks to the product
benefits. The third is the testimonials. The fourth and final
is the What You Get. This is where you drive home your points
and build a case for VALUE.
Warning: Many people who rush through their
sales letter writing lose steam by the end. You do not want
to be anti-climactic in your sales letter! The end "brings
it all together" and bats it home for the sale.
By the time your readers get to the bottom
of your sales page, they've got their finger poised over the
mouse. They're vascillating between clicking BUY NOW and jerking
that hand upward to close the page. This is the moment where
you point-blank tell them What They
Get and Why It's Such an Incredible Deal. You will
use MATH to illustrate this point.
Try this exercise in Perceived Value:
- Calculate the TRUE VALUE of the unparalleled
service you deliver to your clients.
- Identify each deliverable one by one,
playing up the advantage. If you're not sure of your deliverables,
think of the BENEFITS - what you give freely that other
businesses may not even offer. For instance, if you allow
unlimited phone calls at no extra charge, that's a deliverable.
- Determine how much each deliverable is
worth, and type a dollar value by each item.
- Point out any and all EXTRAS they'll
be getting at no cost (again, playing up the value of each).
- Blast out the TOTAL VALUE by adding up
the value of each individual deliverable.
- Compare the TOTAL VALUE to the TOTAL
PACKAGE PRICE.
(If you're doing this right, there should
be a considerable amount saved.)
An example...
Suppose you're an ordinary, run-of-the-mill
marketing consultant, a good egg and a hard worker. You've
put in your time, your design skills are top notch. You spend
your days tending to your clients' every need - developing
websites, swapping emails, teaching all that you know about
marketing their websites successfully.
In effect, you ARE coaching your marketing
clients. You offer them a TON of free information... in fact,
simply having access to your marketing brain gives them an
incredible edge. Your clients are all signed up for your mailings,
and you even toss a new search engine marketing guide at them
each month - a bonus just for being your client.
And yet - does your sales pitch actually
ever communicate this? Do your future
customers know what they're about to receive?
Let's try it now and see what kind of impression
we make. Suppose that at the close of a new account, this
is the message you send your marketing prospect:
Here's What You Get With Your Marketing Project
- a minimum of 20 hours of marketing coaching
by telephone, scheduled at your convenience (valued at $2,000+)
- Unlimited access to me by email for technical
questions, troubleshooting, marketing guidance and creative
brainstorming (valued at $2,800+)
- A FREE Copy of our Smart SEO Guide -
packed with inside tips on how to search engine optimize
your website and land at the top of Google (valued at $447)
- Complete marketing content for your website
that you can claim 100% ownership rights to and publish
instantly to start pulling in more money and increase your
bottom line (value: approximately $3,000 for ten pages)
Commit to working with us today, and lock
in your first marketing project for less than $2k for an ENTIRE
MONTH's services including all of the above.
Chances are, if you're another one of the
many marketing consultants, business coaches, or online service
providers out there AND you're exceptionally good at what
you do...
Then you are ALREADY delivering incredible
benefits like these to your clients.
So, why aren't you making as much money
as you could? Because your marketing copy fails at its job
- which is improving the perceived value that your customers
have of your end deliverable.
Want help raising the perceived value of
your products and services? Let's get to work on that sales
copy of yours. Contact Dina@Wordfeeder.com for copywriting
assistance today.
Copyright 2007 Dina Giolitto, Wordfeeder.com
Copywriting and Marketing. All rights reserved.
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