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High end product....Copywriting or neat?

by Christianwins
11 replies
Hello,

I have seen a lot of suggestions for the average $19 - $99 products, but I wasn't sure if the thinking is the same for higher end ones. My company is going to be releasing a high end simulator in the near future, the price is around $10,000.

I believe the route i'm going to go, is adwords to a squeeze page.
From squeeze page I have to decide a conventional professional looking website (most of the competitors in the high end simulator market are using them). Or a long ad page.

Most marketers suggest that long ad gives higher conversions, but my concern is that an expensive product might look cheapened by a page like that, instead of the normal professional ones.

I'd love to hear any and all opinions from Warriors who have had this same issue and found which works better.

p.s. Where would you suggest showing the price, in the adwords to filter or after they enter info on the squeeze page.
#end #high #neat #productcopywriting
  • Profile picture of the author John_S
    ...instead of the normal professional ones.
    Well, that's a common view, but it could stand some alternatives. Normal professional looking? Is hyperventilatingly image conscious and less than informative professional?

    I've sold products in the $300-2000 range and even some on up to $15,000 and more.

    Do they all have to be sold like a carnival barker? No.

    I don't have a clear idea of either your product or your market. That said, look into a squeeze to a white paper or (depending) a report series. One of the more famous direct response copywriters is Bob Bly, who also uses white papers as a selling tool. (Unfortunately white papers -- as they are normally done -- won't get the job done).

    But it does go to show you don't have to do one or the other -- direct response is very amenable to the "professional" approach. And in fact is the only way to make sales in addition to maintaining a certain formal image.

    Infographics. Advertorials. White papers. They offer the effective alternatives you're looking for.

    I've used this approach to sell medical equipment. It works. But it is not like the stuff you're basing your opinion on.

    Related:

    Interview: Michael Stelzner on Writing More Informative White Papers
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  • Profile picture of the author J. Barry Mandel
    Do you think you can really get people to peel away $10,000 by giving them LESS information?
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    • Profile picture of the author Hugh Thyer
      For a product of this price you're going to have to do more than a 2 step campaign.

      People wont pay $10,000 from a one page sales letter. You need to get traffic, but it will need to be targeted because you only want players with money, and I assume that means corporates.

      So you need to build a strong relationship with prospects, and this means a full sales package with letter, audio, FAQ etc etc. And mailed, not electronic.

      Of course, I have to make some assumptions here, but the point is you'll need to do more selling than the sales page. The goal of your page should be to initiate further contact/information rather than to close the sale.

      Anyway, that's my opinion.

      Hugh
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  • Profile picture of the author Raydal
    A rule of thumb is that the more expensive your product is the more information
    (so copy) you have to offer. Perhaps you'll have to make this a multi-step
    sale but of course long sales letters have been used to sell products and
    services above $25,000 and online.

    I sell services in that range using a sales letter and it works. So I'm not
    just spewing hot air.

    -Ray Edwards
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    The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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  • Profile picture of the author Paul Hancox
    I haven't read other replies yet, so forgive me if you've already answered these questions...

    Originally Posted by Christianwins View Post

    I have seen a lot of suggestions for the average $19 - $99 products, but I wasn't sure if the thinking is the same for higher end ones. My company is going to be releasing a high end simulator in the near future, the price is around $10,000.
    What is the target audience for these "high end simulators"? Who would be a typical customer? Are you selling primarily to indviduals, other businesses, or government agencies? What does the product DO for them?

    Most marketers suggest that long ad gives higher conversions, but my concern is that an expensive product might look cheapened by a page like that, instead of the normal professional ones.
    Well, for $10,000 your clients are probably going to want a lot of INFORMATION about it, at the very least.

    Again, it's difficult to comment without knowing the audience, but if you're selling to other businesses, then who in that business is going to be the one to make the ultimate buying decision?

    You'll still need to have it in such a way that it appeals to that person AND to the organization.

    p.s. Where would you suggest showing the price, in the adwords to filter or after they enter info on the squeeze page.
    Why would you want to show them the price that early? Are these people window shoppers?

    Again, I don't know the target audience, but whoever they are, I'd want to show the price as LATE AS POSSIBLE, only AFTER you've demonstrated WHY they would want and need the product, and only after you've built the desire for it.
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    • Profile picture of the author Loren Woirhaye
      Take a look at the marketing system for the R.O.M. exercise
      machine. I think it costs about $15,000. The company runs
      lead-generation ads and follows-up with a detailed packet of
      information.
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    • Profile picture of the author Collette
      Originally Posted by Paul Hancox View Post

      ...What is the target audience for these "high end simulators"? Who would be a typical customer? Are you selling primarily to indviduals, other businesses, or government agencies? What does the product DO for them?...
      What he said.

      Plus, what industry is this product in? Manufacturing? Industrial software? Gaming? Luxury products? What?

      Selling high-end B2B is different from selling high end B2C. Selling different kinds of high-end products in either market will require using a different kind of sales funnel - depending on who you're selling to.

      If I am selling a $10K flight simulator to air school directors, I'm going to need to provide a fair amount of copy and a product demo and a kick-ass offer. In this case, long copy can tip the scales and guarantee the sale. I'm also going to want to incorporate a offline/online lead to offline campaign.

      If I am selling a $10K flight simulator as high end entertainment to gamers with an income of $1M+, I need to provide a knock-em-on-their-azz-make-their-jaw-drop demo and trial period. In this case, long copy can support the sale, but it is not going to 'make' the sale. And I'm probably going to focus mainly online, cause that's where my fish are.

      In both cases a killer demo is important. But air school directors are concerned with budgets and ROI. They need to see some hard information that this is a product that's going to bring in the bucks - no matter how wizz-bang the demo is.

      Gamers, on the other hand, just want to get their hands on the controls and get into the game. Give them a mind-blowing demo, and they'll sell their grandmother on Craigslist to get the product.

      One size most definitely does NOT fit all.

      And, depending on your target prospect, long copy - at the wrong stage of the process - may be a guaranteed sales-killer.

      I understand you may not want to reveal a lot of details about your product, but without this information, nobody here can give you anything but the most generic advice.
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  • Profile picture of the author BigVin
    As to a specific answer I couldn't say without knowing more about your market, etc

    But I have salesletters that sell products at $1,000 and more and convert very well.

    As Halbert used to say... "selling is selling".

    The method you use can vary, the method, the reponse, etc.

    But in the end your message is what's important. The amount of pages don't matter, it's what you say on them.
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  • Profile picture of the author adamlibman
    Banned
    [DELETED]
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    • Profile picture of the author Christianwins
      Thank you for the replies. The target market is male, age 25 - 45, who makes 100k+. It is similar to visualsportssys.com in terms of their consumer/residentail market (although not golf or those kinds of sports in my case).
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      • Profile picture of the author dorothydot
        To sell the pricier products like this, you need to first create trust and a relationship with your prospective customers.

        "I believe the route i'm going to go, is adwords to a squeeze page.
        From squeeze page I have to decide a conventional professional looking website (most of the competitors in the high end simulator market are using them). Or a long ad page."

        These are good for starters. But I would VERY seriously consider at least one round [7-10] of autoresponders. Create your opt-in box, offer them a free report as a reward for joining. Then educate them as to why your product is perfect for their needs, how they'll benefit from using it themselves and so on.

        Also let them know you're open for their comments and thoughts. Help them get to know you as a person and expert.

        Hope this helps!
        Dot
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  • Profile picture of the author BrianMcLeod
    Capture a full lead with mailing address and phone.
    Killer direct mail package (including interactive CDROM or DVD).
    Telemarketing follow up.
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    Brian McLeod
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