Fair or affordable?

[Grazina Ajana Szewczyk]

I got stuck and need your opinion.

I used a phrase "fair price" in my copy, and my editor changed it to "affordable". She said "fair" sounds cheap.

I think it changes the meaning. If you want to say that the price isn't overblown, and the customer is getting a fair deal, which word would you use?

And I don't care who's right, the important thing is what works and why.
Do people like being told what they can afford?

[Ross James]

I know the colloquial use of the word "fair" where I come from does not imply "cheap". Cheap would be under fair, like low low price . hmm need more of how you used it.. That's crazy, I just don't see the connection between the two words. Maybe someone else can chime in.

Call me crazy,

Ross

[sierracharlie]

"Affordable price" sounds a little more trustworthy than "fair".

"Cost effective" or "cost efficient" can also be used.

[OutOfThisWord]

Would depend on the context.

Whereas 'cost effective' is good for justifying business purchases where return on investment is the key driver...

...'affordable' is good for a consumer buying something they desire, but maybe believed was out of their reach.

'Fair' usually is used in context of a negotiation where prices must be settled on.

[Giftys]

Originally Posted by Grazina Ajana Szewczyk

I used a phrase "fair price" in my copy, and my editor changed it to "affordable". She said "fair" sounds cheap.

I don't believe it sounds cheap but I do think affordable is a better word. It implies that the person can afford it. Almost takes them by the hand and says, "You can afford this," Where "fair" says to me, "It's an OK price".

[The Copy Nazi]

Originally Posted by Grazina Ajana Szewczyk

I got stuck and need your opinion.

I used a phrase "fair price" in my copy, and my editor changed it to "affordable". She said "fair" sounds cheap.

I think it changes the meaning. If you want to say that the price isn't overblown, and the customer is getting a fair deal, which word would you use?

And I don't care who's right, the important thing is what works and why.
Do people like being told what they can afford?

I wouldn't use either. Sounds like you're trying to justify the price - and that sounds a bit...desperate. I'd say "great price". Let the buyer make their mind up whether it's "fair" or "affordable" - or even "great". But the latter is "upscale" the others are "begging" words.

[Jag82]

Originally Posted by Metronicity

I wouldn't use either. Sounds like you're trying to justify the price - and that sounds a bit...desperate. I'd say "great price". Let the buyer make their mind up whether it's "fair" or "affordable" - or even "great". But the latter is "upscale" the others are "begging" words.

Same thoughts.

I'm not sure what's the context of what's being
sold here or how the price stack up against the value
...but I will like to throw in "bargain price" into the mix.

-Jag

[Johnny12345]

Originally Posted by Grazina Ajana Szewczyk

I used a phrase "fair price" in my copy, and my editor changed it to "affordable". She said "fair" sounds cheap.

I think it changes the meaning. If you want to say that the price isn't overblown, and the customer is getting a fair deal, which word would you use?

And I don't care who's right, the important thing is what works and why.
Do people like being told what they can afford?

It depends on the product. "Fair" is NOT the same as "affordable."

For example, it might be very fair to pay $500,000 for a new Ferrari -- but it's not very affordable.

John

[Collette]

If you're targeting bargain hunters, either "fair" or "affordable" are going to work for them. Because both words are completely subjective, and therefore equally vague, IMO.

This would only be a sticking point for me if I were not using either word to justify my ultimate, much better price. As in:

"You and I both know that $14,000 is a fair price for a classic car in such pristine condition.

But you're not going to pay $14,000. In fact, you're not even going to pay ..."

or

"Most people would consider $14,000 a very affordable sum for a classic car in such pristine condition.

But act now, and you're not going to have to pay $14,000..."

"Fair" or "affordable" allows the reader to place their value on your offer.

Don't let your readers wander about in your copy making up their own minds about what you mean.

For example, some people think $6.00 is "fair" for a burger, while others think a dime over $2.99 is outrageous.

Others believe $10.00 is "affordable" for a movie ticket, while others believe a movie is only "affordable" if they're seeing it at the dollar theatre.

See...? Subjective.

Side note: It's not worth getting fussed when an editor exchanges one subjective word for another. Both are equally ineffective.

[Ross James]

Interesting Collette, thanks for sharing.

-Ross

[Bruce Wedding]

If you see the word "price" in my copy, please tell me so I can remove it.

[Hugh Thyer]

Really comes down to the context, which we don't know.

For example, if you're selling low priced products to bargain hunters, then words like cheap, bargain, great deal etc work.

If it's a high priced product you're talking value, opportunity etc.

On the topic of 'fair price' though it certainly doesn't conjure up notions of a great offer. Either does 'affordable'.

[Giftys]

Grazina, there are a lot of differing opinions on this. I think you and your Editor should duke it out!

[Grazina Ajana Szewczyk]

Thanks, everyone, how am I going to repay you? I was drooling over your answers, and I’ve learned a lot.

I agree that fussing over a couple of words may look like a waste of time, but there’s nothing more important than words in copywriting, and apparently one word can change the effectiveness of the copy (I just have to trust who do split testing and whatever else). And with my linguistic background, I find words fascinating. I remember the expression on my friend’s face when he saw me once reading the Ancient Greek Dictionary

I appreciate all your comments; it makes much more sense to me now. The “begging words” is a new concept, I‘ve never heard that before.

If you see the word "price" in my copy, please tell me so I can remove it.

Bruce, you don’t use the word “price” at all? Why not? So you wouldn’t say “less than half price”? I’m probably wrong here, but doesn’t that sound like a good bargain if you deal with people who want to save money?

By the way, that copy was a simple three paragraphs for a home page of a new waxing/tanning salon, kind of upmarketish, in an area that’s nice but not filthy rich.

And another question: I would never copy anything from another copywriter text, but I learn from books and training materials all the time, and if I see a word or a phrase that looks useful, I use it. And for example, they talk about price in the “Tested Advertising Methods”; even in the famous “It takes 12 miles of cotton to make a Lands’ End Pinpoint Oxford” one of the subtitles says: “The price saws it up”. So have the times changed, or has language changed that much? I understand that if I take one word or phrase out of content it may stop working as well, but that’s just part of it, isn’t it?

What do you think, Warriors?

[Bruce Wedding]

Originally Posted by Grazina Ajana Szewczyk

[SIZE=3]Bruce, you don’t use the word “price” at all? Why not? So you wouldn’t say “less than half price”? I’m probably wrong here, but doesn’t that sound like a good bargain if you deal with people who want to save money?

Never say never, but I really do not like to remind the reader that I'm seeking money. He's not "spending money, he's "Making an investment". Normally, I don't use 'price', 'cost', 'charge' (as in your credit card), 'pay', 'payment', etc.

Obviously, you have to tell them how much something is, but I'm just saying be careful how you word it.

The only time I can think of, to trumpet the price, is when it is a HUGE bargain.

[ARSuarez]

Originally Posted by Bruce Wedding

Never say never, but I really do not like to remind the reader that I'm seeking money. He's not "spending money, he's "Making an investment". Normally, I don't use 'price', 'cost', 'charge' (as in your credit card), 'pay', 'payment', etc.

Obviously, you have to tell them how much something is, but I'm just saying be careful how you word it.

The only time I can think of, to trumpet the price, is when it is a HUGE bargain.

You learn early on in selling face-to-face to never say price.

Price, cost, fee, pay. Bad words. It's like profanity to my eyes when I read.

I suggest picking up a copy of Tom Hopkins' "The Art of Selling."

Great book.

Best,

Angel

[Grazina Ajana Szewczyk]

I suggest picking up a copy of Tom Hopkins' "The Art of Selling."

I thought I had that book, but no, it's How I Raised Myself from Failure to Success in Selling by Frank Bettger. Apparently it's good, too. I'm going to get the The Art of Selling. And it's a classic anyway.

One question more, and it's logistics this time...

When I read your answers I nod my head, "all right, that sounds good" or think, "oh, didn't know that!", I make notes, and I really pay attention.

I'm so grateful for your knowledge and your time. The more I learn from the experts right now, the better (and wealthier ) copywriter I'll become. And one day I'll be able to help someone struggling with the same questions.

Every single comment was helpful. Can I click on thanks button next to every name, or would that get me in some trouble? The rules are tricky here sometimes

[ewenmack]

Those two words are dream killers.

Go back and create dreams that come true.

For those women, they want

* the feeling of life's little luxuries...

* the tan of a tropical romantic holiday...

* waited on and made to feel very special...

* an escape from the ordinary and mundane...

You are making it sound like a transaction,
like filling up the car with gas.

Not exactly inspiring.

Advertising prices are for commodity products and services
and for price shoppers.

I'm sure your client doesn't want to be boxed into that catagory.

Go make some ladies happy with a touch of romance!

All the best,
Ewen

[Grazina Ajana Szewczyk]

You are making it sound like a transaction,
like filling up the car with gas.

you're absolutely right, thank you, sounds awful

[ewenmack]

Originally Posted by Johnny12345

For example, it might be very fair to pay $500,000 for a new Ferrari -- but it's not very affordable.

John

Johnny, it's very affordable to lots of people.

Just because you don't know any of them,
doesn't mean they don't exist in large numbers.

Knowing they do exist should inspire you.

All the best,
Ewen

[JonWebContent]

Originally Posted by ewenmack

Johnny, it's very affordable to lots of people.

Just because you don't know any of them,
doesn't mean they don't exist in large numbers.

Knowing they do exist should inspire you.

All the best,
Ewen

Right, but why would you include the word "affordable" in sales copy targeted to those that can afford this type of automobile?

[ewenmack]

When dealing with the more well healed client,
your language is very, very important.

You talk in terms of "How would you like to take care of this today?"

Just to add to the discussion on choosing the right words around money.

All the best,
Ewen

[ewenmack]

Originally Posted by JonWebContent

Right, but why would you include the word "affordable" in sales copy targeted to those that can afford this type of automobile?

Jon, you wouldn't.

Just a bit off topic on whether or not a Ferrari is affordable or not.

All the best,
Ewen