Price Should Never Be The Number One Sell
Yes, all advertisers encounter buyers who habitually make choices based solely on price, but these buyers are not for you. They’ re for your competitors who are willing to cut their price (and their profits) to make a few one-time customers happy.
* Are You Really Giving Enough Reasons to Buy?
I’ve heard many advertisers proudly say that their product or service is far superior to their competition because of “this and that,” and therefore they can’t afford to compete with them on price – the playing field isn’t level. Bravo! I’m happy to hear it. Then I preview their marketing material and they say very little about “this and that” and the playing field appears to be very level – from the buyer’s perspective. Do their buyers know that they are better? No. So far only the advertiser knows. Therefore the advertiser is encouraging his buyers to make a decision based on price, since all the options look about the same. Instead, the advertiser needs to constantly feed buyers with reasons to buy his product. These reasons can be tangible or intangible. Both are valid, and effective.
But the fix isn’t simply informing buyers of what they haven’t been told. The information must be presented as good reasons to buy, and they must be convincing. That’s when you want to bring in your facts, testimonials, specifics about your manufacturing process, proof from third-party sources and other details. Your reasons should be good and plentiful.
* A Real Life Success Story
Here’s a real life example of how effectively this idea works. For the past month or so I’ve been working on and off with a large Caterpillar dealer in California. As I interview managers and employees, I hear that competition is heating up, the way Caterpillar users must do business has changed dramatically and Cat products have never been the cheapest option.
Bingo! That means this piece must be packed with lots of reason-why copy so buyers are not swayed to try the competition. But I’m also paying close attention to how this 65-year-old company has been able to maintain a healthy market share – through good times and bad times in California – without ever competing based on price. These reasons will be the main focus above all other reasons I plan to offer the buyer.
* Reason-Why Copy “Kicked Up a Notch”
It’s getting easier to spot advertisers who have run out of reasons why their product or service should be purchased. Many are offering buyers old or weak reasons to buy.
So it’s not just about offering reasons, it’s more about keeping fresh, new reasons in front of new and long-time customers.
How? One way is to present the same reasons, but in a different way. The new way will instantly appear fresh and exciting to buyers. You could also go looking for some new reasons within your company. Most likely there are details about your product, services, company, customers, and so on that you either haven’t shared or only briefly introduced in your advertising. Once you’ve uncovered these details, use them to create new reasons.
One more solution is to simply come up with new intangible reasons. For example, your service brings people closer to their families, your product makes kids happy, your service offers peace of mind, your product offers independence and freedom, and so on.
* Why the Extra Creative Work Is Worth It
The extra creative work you’ll go through to dream up new reasons will be worth it. I promise. The alternative, which you won’t like, is to watch buyers make decisions based on price. In that case your product or service might never be selected. If you constantly feed buyers with new reasons, you will also gain more control over your sales and your market share.
This entry was posted on May 15th, 2013 under Advertising.
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