Here is an important copywriting technique that I use when writing proposals and sales letters. It refers to "price".
This is something that happens all the time. In proposals and letters the price is buried at the end of the documents.
People believe by explaining all the benefits in the first few pages and leaving the price till the last, that the buyers will be pleasantly surprised when they notice how much it will cost them.
However it doesn't work like that.
When you think about it, what do you do when you are a buyer?
I always flick through the document until I find what it will cost. If the price is more than I want to pay, I put the document away, never to see it again. I dont go back to read it again.
A well written proposal mentions how much it is going to cost up front so the reader doesn't have to go digging for it.
They can see how much it costs and then react to the amount and, if it's more expensive than they thought it would be, they will keep on reading through the document, looking for ways to justify the price in their minds..
Why is it more expensive than I thought?
What special results is it supposed to achieve?
What do they claim to be able to do to justify the price?
It has been tested dozens of times in our own proposals and campaigns, as well as with our clients. Putting the price up front always wins "hands down", every time we test it.
Two more tips on price:
1. Dont say "price" or "cost" in the document. Use the word "investment" instead.
You may think it sounds like a small thing, but it has a major psychological effect on the reader.
When you use the word "cost", it makes the reader feel like it is an expense. However, the word "investment" makes them feel like they are making an investment which will give them a considerable return.
2. Dont say "Your investment in the abc gizmo widget is $2456". Say instead, "Your investment in the abc gizmo is $2456 and includes 12 refills (valued at $xxxx), free life time technical support, and life time replacement guarantee etc."
What youve done here is, by ending a sentence with the price, you have given them time to reflect on the amount.
By mentioning the price and at the same time giving a brief snapshot of what it includes, the reader instantly makes the association between the price and the return they will get for their investment.
In this case, the buyer makes the purchasing decision based on what they see as value for money and not on the actual cost to them.
For more tips and information about how you can create winning Proposals and Tenders in no time, visit the Words that Sell website: http://www.wordsthatsell.com.au/adtrackz/go.php?c=wordsthatsell
Kristina is a successful and internationally acclaimed Copywriter, Internet Entrepreneur, Author and Speaker. Kristina has also pioneered many business success stories.
Words that Sell services and products include:
Secrets of Freelance Copywriting Success course
Website Copywriting Mastery course
Direct Mail Copywriting Mastery course
Press Release writing
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http://www.wordsthatsell.com.au
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