For a book.
Does this sound like a deal?
I’m pretty sure you’re looking at the screen, shaking your head. And I would’ve felt the same way if I didn’t know which book this was all about.
The book in question is “Breakthrough Advertising” – a one-of-a-kind masterpiece for anyone in copywriting. (here’s my recap of the key takeaways, if you’re curious)
We were discussing the title in a group recently. The consensus was there: it’s the best investment you can make and worth every penny.
Expensive things sound expensive.
Unless they don’t.
In marketing, so much thought goes into the task of making the price seem smaller.
We add decoy pricing. We frame costs in terms of per-month or per-day pricing. We add risk-reducing guarantees.
Hell, we even physically decrease the FONT SIZE to influence perception.
All the while, there are books that go for $367.95.
Doctoring the price is easier than increasing the perceived value. But value is what drives long-term success.
Show the value.
And, more importantly, deliver the value.
The latter is more important and more difficult. But that’s not my playing field.
The former is mostly about knowing your audience and how your product resonates with its needs. Customer research is the only way to do it, and interviews are my preferred way to coax out the details.
And when you showcase the value and match it to your audience, the price won’t matter.
So, rather than focusing on the price, focus on the value.
Because when you can show the value, the price goes from being just a cost to being a worthy investment.
💵 P.S. Do you have a plan for how to make your solution look like an investment? If you’re unsure how to get there, drop me a line – I’ll try to help you find the solution.
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📆 A Special Invitation
Ensuring your copy resonates with your audience is the most direct way to improve conversion rates. You need a structured approach to uncover friction points, optimize your existing web pages and funnels, and develop new copy that will speak to your ideal customers.
Ekaterina (Sam) Howard will tell you how to do it all in this live session (usually reserved for my course’s members, but this time coming to newsletter subscribers, as well!)
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I’d be happy if these made you stop and smile.
🔥 That’s a wrap! Before you go…
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