Translating the value...

[Dietriffic]

Okay, so we just finished watching Eben's latest video. Good stuff.

It's left us with a question that I think is most relevant to this section of the forum.

After all, translating value is a copywriter/marketers job.

How to you translate (as Eben suggests) the value of a weight loss system into the currency of money, time, and work?

[ChrisKahler]

Even though I haven't seen the video (so I may miss the mark of what you're saying), I still have a bit to say about this question.

Value is really only the benefit of a solution... not even the solution itself is value unless you can translate how that will benefit someone.

For example, let's say have a weight loss diet that's shaves off 10 lbs in 7 days. You can make someone frustrated at being overweight using copy that's engaging of their imagination and uses the right trigger words, but that only get's them interested in the solution and does nothing for the value of it.

Losing the weight isn't the benefit, that's the solution. The benefits are being able to get more dates, being more energized throughout the day, working better in your career to advance it faster, and moving faster to the best body of all your friends.

So to translate the value of a weight loss system, or any other product you have to paint a real vivid picture of the problem and solution so they are truly interested. Then you must make each benefit "sparkle" so to speak. The more you can make the benefits "sparkle" the more monetary value you can add.

As for time and work, the same applies. If your solution is a new form of working out that maximizes results compared to effort, you can make that benefit sparkle in regards to the time they are currently spending now to get the same results. That can be tied into a benefit of seeing results faster than friends and being the envy of the gym, or something like that.

Which THEN can give way to better monetary value as well.

Hope I made sense with all of this lol.

What are your thoughts about the question? Once again I haven't seen the video, so I may have missed the mark completely lol.

[Cam Connor]

Originally Posted by Dietriffic

Okay, so we just finished watching Eben's latest video. Good stuff.

It's left us with a question that I think is most relevant to this section of the forum.

After all, translating value is a copywriter/marketers job.

How to you translate (as Eben suggests) the value of a weight loss system into the currency of money, time, and work?

You basically have to answer the question, so what? And keep answering it until you get to the bottom-line benefit.

When you name a feature, say, so what? and you'll get the benefit, and if you go until it doesn't make sense to ask the question again, that's your bottom-line benefit.

For Example:

This New PPC-Guide will show just how to pick the exact keywords for your niche!

So what?

Well, that means that you'll save money and time on not having to test keywords that are just going to be a waste, and you'll be able to go STRAIGHT to the most profitable keywords right away!

So what?

Uhh, that's it.

[Mark Pescetti]

You create the "perceived value" and back it up with inspiring, compelling, persuasive copy.

[Dietriffic]

I understand what you're all saying. I get the benefit.

It was his restriction that in order to make your product appear expensive, translate it into the currencies of money, time, and work.

Obviously there are benefits of being more appealing, having limitless energy, being able to buy nicer clothes, no embarrassment at the beach, etc.

I just don't get his 'currencies' for a weight loss product.

[Mark Pescetti]

How much money is your happiness worth?

How much money is feeling amazing about your body worth?

How much money is having the confidence to go out into the world and find your soulmate worth?

How much money would you pay to finally believe in yourself...?

…when you used to think you weren't good enough for anything or anyone?

How much money is it worth to have that brilliantly simple million dollar idea – allowing you to create the financial freedom you’ve always dreamed was possible?

It is absolutely spectacular what a clear, confident, healthy mind can do, isn’t it?

When you lose weight, you’re also shedding all the emotional baggage that held you back from going after the experiences you truly wanted.

…And for just $19.95 you can achieve the body you’ve always wanted…

…And the lifestyle that goes with it!

…

The bottom line, Dietriffic, is there are unlimited positive consequences that come with a well body.

In fact, the advantages to feeling well are so broad in scope that you’re only limited by how much YOU believe that what you’re selling.

[Dietriffic]

Maybe I misunderstood him, but it seemed like in order to justify the price you're putting on something, you should translate other figures.

E.g. This took x hours to develop. Your time is worth x hours. Thus, it would cost you x. But, today you only need to invest x.

It probably doesn't matter too much, but it left me confused, wondering, how can I give figures like that?

[ewenmack]

Melanie,

One way to translate it is to tell of the choices they have to lose the weight.

One by one you tell the pro's and con's of them.

Then at the end of this measure, you talk about
the costs of those con's in terms of money lost which is never returned...

The wasted effort in searching all over again for the right solution...

Further time away from reaching the ideal weight and how that will make her feel.

This is the set-up for your obvious answer to the challenge.

Time, money and effort is translated this way.

Best,
Ewen

[ThomasOMalley]

I would try to find some of Gary Halbert's sales letters on weight loss and dieting. They are excellent letters to model. They definitely answer your question.

[Cam Connor]

Originally Posted by Dietriffic

I understand what you're all saying. I get the benefit.

It was his restriction that in order to make your product appear expensive, translate it into the currencies of money, time, and work.

Obviously there are benefits of being more appealing, having limitless energy, being able to buy nicer clothes, no embarrassment at the beach, etc.

I just don't get his 'currencies' for a weight loss product.

How 'bout you use your own judgment?

[Mike Schwenk]

One thought that comes to mind, in regard to translating it into money/time, is doctor visits...

What are the health risks of being overweight?

If those risks become a reality, how much time and money could they have to sacrifice on medical bills, trips to the doc, lost work time, etc...?

How great would they feel not having to shop around for clothes that fit (and the time saved in the process)?

You could also point out that "bigger-sized" clothing usually has a slightly higher price tag, as a result of extra materials needed to manufacture them...

As far as work...

...how is your system different than the one everyone else is trying to put in front of your reader?

(Assuming part of your USP involves time at all, of course...)

That's all that comes to mind at the moment, but hope it helps.

-Mike

[tektime]

Originally Posted by Reflection Marketing

You create the "perceived value" and back it up with inspiring, compelling, persuasive copy.

Not to mention customer testimonials in the copy that affirms each and every benefit as mentioned by the seller, but in the customers' own words.

[CopyMonster]

Originally Posted by Dietriffic

Maybe I misunderstood him, but it seemed like in order to justify the price you're putting on something, you should translate other figures.

E.g. This took x hours to develop. Your time is worth x hours. Thus, it would cost you x. But, today you only need to invest x.

It probably doesn't matter too much, but it left me confused, wondering, how can I give figures like that?

Melanie,

Not sure which of Eben's videos you're referring to, but what I have seen from Eben regarding justification of value with money, time and work... you're basically establishing value by quantifying the money, time and effort a prospect would need to spend to discover/create a solution for themselves.

You can also contrast against costlier, less effective/efficient alternatives ie. your ebook/course against private consultations or membership weightloss programs etc.

The whole point of value building is to make the decision seem like a no-brainer, that your price is nothing against the sheer value being offered.

I have seen videos where Eben talks about translating your benefit/result into currency that your prospect relates to. For biz-op, investment, money related products, that currency is obviously money. For weight loss, you're talking about pounds/kilograms lost. For dating, that might be the number of dates you get, or phone numbers you can 'acquire'. The actual unit measurement should come from your customers - however they might view success. Underlying these of course are the prospect's irrational, emotional motivations. It's all part and parcel of painting that picture, what life is like with your product.

Hope that helps.