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To Put Price First Or Not?

by gregbanks
6 replies
Hey guys,

I'm quite experienced with sales copy, but there's one aspect that I haven't tested yet - whether it's more effective to give the customer the price up front or to get them hooked first?

We're looking to start a PC repair business online and are leading with the price because we want to seem transparent and trustworthy... however, I'm wondering if customers will just pay for the fix regardless?

Many thanks!
#price #put
  • Profile picture of the author warriorkay
    If you are going to charge for your services, then
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    started and hope it works out,

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  • Profile picture of the author Lisa Gergets
    If it were me, I'd split test it. That's really the only way you're going to know for sure which converts best for your audience.
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  • Profile picture of the author Johnny12345
    Originally Posted by gregbanks View Post

    I'm quite experienced with sales copy, but there's one aspect that I haven't tested yet - whether it's more effective to give the customer the price up front or to get them hooked first?
    Greg,

    Generally speaking, if you're offering your service at a bargain price, then leading with it can be effective.

    However, if your price is simply "competitive" (or higher), then you first need to sell them on the advantages of choosing your service over a competitor. So, if your price is high, you would give the price -- but your would do it at the end of the sales letter.

    You could test a 2-step approach where you gather the lead first and then reply, but for common (commodity) services it may not work well. Especially if your competitors tend to state their price up front in their sales materials.

    Ultimately, the perfect answer to your question can be found by split-testing multiple approaches.

    Regards,

    John
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    • Profile picture of the author Bingo123
      Have to agree that the only way to know for sure is to split test it. If you see drastic differences in conversions you will have your answer. If you don't then you can go with which every method you prefer.
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  • Profile picture of the author tpw
    I am with Gergets. Split test it.

    In your niche, I can see advantages in both.
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  • Profile picture of the author Kezz
    It really really depends on how your entire pitch flows. The general rule of thumb is not whether or not to put price first.

    It's that you always need to put out some enticing benefits that are so irresistible the person just has to know more.

    If your price is really one of the most powerful benefits, all good.

    If your other benefits are more powerful, they should go first.

    It's more common that the benefit a prospect is truly looking for is not a certain price. In your case, I imagine they are most likely look for benefits like always having a fully operation PC and having the peace of mind of knowing they can rely on you if they have trouble.

    Just ask yourself, what do your prospects most want? What have they set out to look for that bought them to your site? Is it a repaired computer first and foremost? Or is it a particular price for a fix?
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