How important is the price?

If you were to ask your customers their main considerations when making a purchase, price would almost definitely be one of the top answers. However, it would be a mistake to think that this is the only factor.

As a general rule, there are four scenarios where customers prioritise low price above other considerations. These are when buying:

  1. Everyday essential items that are of little emotional significance 
  2. Inexpensive single-use items, or items they expect to change regularly
  3. A cheaper brand to save money
  4. Items where the manufacturer is always the same, making the physical quality irrelevant — for example CDs, DVDs, games and books

Always presume quality is important to your customer

Customers still like to feel they are buying quality — even if they are not paying a high price for it. So, unless you are selling something where the above conditions apply, you should try to make sure that your promotional literature reflects this.

How do you talk about the cost of what you offer?

It pays to choose your words carefully. The wrong words can make your product seem downmarket and tacky.

Avoid words and phrases like these:

❌ Cheap

❌ Budget

❌ Cut-price

❌ Bargain basement

Use more words and phrases like these:

✅ Affordable

✅ Good value

✅ Economical

✅ Reasonable

✅ Competitively priced

✅ Prices to suit your budget

But remember, all customers love a bargain!

All customers love the feeling of getting something for a steal. You can use this to your advantage by using offers to promote your goods or services.

Show customers how much they’re saving by showing the full price as a comparison.

To make your offer even more irresistible, use the scarcity tactic to let your customers know the offer won’t be around for long.

Use words and phrases like these to tempt customers:

💰 Half price sale

💰 Early bird saving

💰 Introductory price

💰 Limited time offer

Do you need help to promote your business?

Maybe I can help.

I’m a freelance copywriter with more than 20 years’ experience of helping businesses promote themselves, their products and their services.

If that sounds like something you need, please get in touch and let’s see what I can do for you.

Photo by Gilly on Unsplash