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Tuesday, 12 August 2008 |
By Cathy Goodwin
 Copywriting presents special challenges when your website visitors arrive with a mindset of, "I can't afford this service." To convert these prospects to clients, you copywriting needs to reframe your prices and fees.
Recently someone sent me an email, saying, "My target market is people who are very smart but who chose fields where they don't make a lot of money. How do I motivate them to buy?"
(1) Emphasize value.
Frugal clients have learned how to spend money wisely. For example, clothes can be compared on "cost per wearing." Demonstrate that your product or service can
--help buyers earn far more than they invest
--help buyers save far more than they invest
--help buyers save time so they can earn (or save) more than they're spending
(2) Show buyers they're getting much more than they realize. Often they're buying one service but gaining additional, unexpected benefits that have real value.
"You're not just getting business information," one coach says. "You are also getting accountability and a sounding board. So you won't just get |
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Last Updated ( Tuesday, 12 August 2008 )
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