Some,Important,Tips,Proposals, marketing Some Important Tips on Proposals and Price
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Here's a critically important copywriting technique I use when writing salesletters and proposals for our own direct marketing services and for ourclients.It's all about "price".I see it all the time. And perhaps you do too. Letters and proposals thatbury the price at the very end of the document. By explaining all thebenefits in the first few pages and then leaving the price for last, peoplebelieve that buyers will be pleasantly surprised when they see how much itwill cost.In actual fact, it doesn't work that way.Think about it. What do you do as a buyer?I know I flick through the document until I find the price. Then, if it'smore than I want to pay, I put the document away, never to be seen again. Idon't bother going back and reading from the beginning.Instead, what well written proposals do is tell the person up-front, howmuch something will cost. That way the reader doesn't need to go digging.They see how much it is, have an instant reaction to the amount and THEN ...if it's more expensive than they thought, they'll keep reading through thedocument to look for ways to justify the price in their own mind.Why is it more expensive?What special results does it achieve?What claims do they have to back up the price?I've tested it many dozens of times in our own campaigns and proposals, andwith clients. Every single time we test it, putting the price up front wins"hands down".Here are two more tips on price ...1. Never say "price" or "cost" in your document. Instead, use the word"investment".It may sound like a little thing but it has a major psychological effect onyour reader.The word "cost" makes the reader feel like it is an expense they need toshell out for. Conversely, the word "investment" makes them feel like it isan investment that will give them a considerable pay back.2. Never say "Your investment in the xyz widget is $1235". Instead say,"Your investment in the xyz widget is $1235 which includes 14 refills(valued at $xxx), a lifetime replacement guarantee, free lifetime technicalsupport etc. etc."See what we've done here. By ending a sentence with the price, you give themtime to pause and reflect on the monetary amount.Instead, by mentioning the price, then in the same breath giving a briefsnapshot of what it includes, your reader instantly makes an associationbetween the price and the return they will have on their investment.In other words, the buyer makes a purchasing decision based on value formoney and NOT on the actual cost.Makes sense, doesn't it!
Some,Important,Tips,Proposals,