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Help!  How Do I Tell Them How Much It Costs?
By Mila Sidman

Introducing price into your sales copy can feel uncomfortable.  If you have a high priced item or service you may feel like the asking price is a turn off and you’ll lose customers.  Here are a few tips to help you state your asking price in a manner that feels comfortable to you and more importantly comfortable to your prospect.

I recently read an ad for a personal running coach and she advertised her program as costing $365 for a year of coaching.  I immediately thought, that’s not bad, that’s $1.00 a day but I bet many people completely missed that and simply thought,  $365 was too much money.  If she’d stated it in those terms, she might have converted more prospects. 

#2  Value the parts.  If you’re selling an online course for $500 that original price might seem a bit steep to some readers.  However, if you break it down and tell them that they’re getting two DVDs valued at $100 each, a workbook valued at $150, website access and a membership forum worth $200 and monthly telephone calls with you for the next 3 months worth $500, then the total value is significantly more than the asking price and your prospect doesn’t feel so bad about spending $500 for the course. 

#3  Show the value in comparison to the price.  Or stated more simply, would you pay $100 for a product that will generate thousands in profits?  Show your reader the monetary or time saving value of your product or service if it is applicable.  Time is worth money to many and they’ll willingly pay your asking price if you demonstrate that the time they save will be worth the cost.

#4  If you are offering a high priced item, offer your prospect the ability to spread out their payments.  The commercial hype version might look like this, “10 easy payments of $15.96 and you too can have glutes of steel.” 

Of course they might also add that for less than a cup of coffee a day…You can easily make this strategy work for you, and with less hype.  One common practice is to make it an option for your buyers.  They can buy it in one lump sum or they can choose the payment option.

#5  Add a component that your customer is unable to value.  One common pricing strategy, particularly in information marketing, is to add a CDROM, workbook, or other item to their book in order to ask a high price.  The reasoning is that a CDROM is difficult to value.  In the store they can cost anywhere from ten dollars to several hundred.  This makes your package more than ‘just a book’ and helps your reader justify the expense.

The trick is to introduce your price and call to action in a way that doesn't feel hyped up but actually offers value to the customer. Don't be afraid to sell and introduce your price in a confident manner.

Also, I have a little secret to share with you... If you want to learn to write good sales copy that doesn't feel or sound hypey yet produces excellent results, I recommend Maria Veloso's Web Copywriting University course.  This lady has influenced my writing style greatly and she's also extremely nice and helpful. In summary, her course rocks - Go to http://www.webcopywritingschool.com for more info.

Mila Sidman is the owner and editor of the popular website Internet Based Moms. She's a copywriter, marketer and mom with a passion for helping women succeed in business.

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