How to improve product value with a good copy
If you think that just because you have a good product, you don’t need good copy, stop reading this article.
But if you get it that communication plays a big role in success, then these techniques will help you show the real value of your products (and get more sales).
But my product is good enough
Maybe everyone knows this in your company, but your customers don’t work for your company or in the industry.
It means that if you can’t show the difference between a flowerpot in Walmart, or a hand-made custom-designed flowerpot from the artist, then the customers will have to depend on that small amount of information they get.
They often decide based on the price, because that’s the only difference they see.
Or they can choose the more convenient way – it’s easier stop by at Walmart than place an order and wait for your artist’s flowerpot to arrive.
These are bad news for you, because you can’t compete with these factors with Walmart, but you could maybe on quality.
It doesn’t matter what is in your head. The thing that matters is how well you build up the value in your customer’s head.
What is the difference between the price and value?
Everybody knows that the difference between a $30 office chair and a $250 office chair is not only the price, but the value as well.
But what’s the difference?
The price is objective, the value is subjective
You can write the price down as a number, but you can’t write a number for value.
If you are in the desert without water for 2 days, the value for a bottle water will be higher. You are willing to pay more money for that bottled water than people in the city, at the supermarket.
Price is painful, value is needed
There are studies showing that giving away cash connects the brain with the parts where we feel pain. Much more so than when you pay with a credit card; this signal is way lower. What about value? We need it. It doesn’t connect with pain sensation.
The seller wants to maximize the price, the customer wants to maximize value
If you think about your customer’s lifetime, and the money they spend on the customer journey (sometimes way more than the original purchase), you can keep your prices affordable, and your customers will feel that you actually want to help them instead of just taking their money.
Value can be improved with communication.
Because if the customer understands the product’s different features and benefits, it can be more valuable in their head.
Features and benefits
Talking about the features and the benefits in your copy is the first and easiest trick for that.
Always turn features into benefits, so the customer knows how your product will change their life and solve their problems.
I want you to remember the famous TV infomercials, where they demonstrate how thin they can cut the tomato, how easily it cleans the stain from the cloth, or how quickly it got rid of oily dirt.
Showing your product in action improves its value, especially if you are talking about the benefits during the presentation.
One tool for this is video.
But you can’t always use videos on every marketing channel, so you have to be able to demonstrate it with your copy, as well:
Write down how the product feels when you touch it. How it smells, or the delicious taste of something you cook with it, if it’s a cooking product. Tell them how it delivers on the promises during use.
Write about the end results.
There are 2 comparison techniques:
- Apple VS apple
- Apple VS pear
In the first case, you are talking about what your product does (and the others on the market do not). Don’t show competitor’s products. Just note why yours does more.
In the second case, you compare with a secondary product. For example, comparing a subscription to an event ticket. Or a coaching service to a business book.
You can use the comparison ONLY if your product really is better than the one you compare, and it solves the problem the customer has.
After that, you just have to demonstrate why yours is better, faster, more effective, etc.
Wait, there is more
I want to think about the informercials again, and how they show you a product that you want to buy.
Then they show you another.
Then they make an offer.
Attach a bunch of bonuses…
And give a compelling discount.
I don’t ask what you think about these TV commercial shows, because you can be sure: those that are running so long – sell very effectively.
You can use this technique even if you have a more “serious“ business.
- Sell the main part of your product (talk about the features and benefits, show testimonials).
- Sell other parts of your product
- Present an offer
- Attach some bonuses, and tell them that the price is still the same
- If you can, give them a discount (or add a sense of urgency)
Bonuses increase value.
But there are some rules to keep in mind:
- The bonus has to be valuable by itself
- The bonus has to be relevant to the core product (the core product has to give a complete solution, and the bonus has to give something extra for it)
- Give them a price (be realistic: don’t say that your 30-page PDF costs $375 – unless you can prove that you sold it at this price successfully in the past – because it is worth this price)
- Sell the bonuses: show them as individual products and make the customer want to have them
If you sell something, tell people how long they should wait to get the product.
Delivery in an hour. You can download after 2 clicks. You will get a call back within 30 minutes.
It’s obvious to you, but not to your customer.
So how much is your product or service?
It doesn’t even matter anymore, because if it’s awesome, you can show its real value using these techniques. The question is not whether or not to buy. It’s how many to buy.