Tell them why it's so cheap

10 replies
Are you suspicious when something that looks valuable is being sold really cheap?

I mean we hear this all the time in marketing. This is worth $499.00 yours today for $7... Gee I find it hard to believe this stuff.

So do our prospects, they can't figure out how we're going to benefit from the deal. "Too good to be true" We think obviously he's going to get something out of it, but what?

Most likely we'll end up thinking I don't want to deal with someone who may be hiding something from me.

I'm sure we've all gone through this scenario...

Our job then, when we're selling something of greater value than the price is to tell them why.

If I'm selling $300.00 thermal coats for $65.00 I need to tell them why. I bought 150 of them at the beginning of the season,figuring winter was going to be very cold just like last year. Surprise!

Its been 50 degrees most days. So here's your chance to grab a bargain. I'm selling those $300 coats for $65 so I can free up that space for my spring stock.

Now they will believe and trust you and buy from you. What do you people think? :p
  • Profile picture of the author Fernando Veloso
    It's raw marketing. Get one for 100. Get 2 for 400. Get 5 for 500. And it works...
    People make good money selling to the rich. But the rich got rich selling to the masses.
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  • Profile picture of the author r30ducez
    Creating great value in the copy writing process is very important, that is why a lot of marketers will say "$399.00 Worth of Information for Only $7!" Its an easy way to create a great amount of value.

    I see your point though, there are definitely better and more relevant ways to create value.
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  • Profile picture of the author DireStraits
    There may indeed be cases where it helps to try to explain why a heavy price reduction is in order, certainly.

    However, I think that in IM, and specifically where downloadable products are concerned, this sort of thing can in itself look dodgy because it's a component of a bigger, more serious problem: tacky, tasteless, lowbrow marketing. Marketers using every trick in the book to instill hype and appease suspicion.

    By and large, customers are aware that price isn't always reflective of production costs to begin with, and that other factors (such as branding, etc.) frequently play a more instrumental role in price-setting.

    That being so, might it be a mistake to imagine that heavy discounts need 'justification'? Could such a disparity only be watering the seeds of doubt pre-planted by bad marketing? Could the price/discount just be 'the last straw', so to speak?

    Daft as it sounds (or not), if I were looking for an internet marketing info product (just as an example), I'd probably be more comfortable buying one with a $129 price tag ("down from $499" or whatever) and a classy and intelligent sales page that reads half convincingly than a cheapo product at $7 ("previously $197+") whose sales page is overly flashy and replete with lofty, outrageous claims only a desperate fool with miserable judgement could lap up.

    (If one is catering to desperate fools with miserable judgement, well, fair enough... :p)

    I wouldn't give a monkey's if I were receiving a genuine 95% discount if I had the impression of being pitched cack in a candy wrapper by a fairground hawker.
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  • Profile picture of the author Noel Cunningham
    Ya, I think making completely exaggerated price claims doesn't do anything for your chances of sealing the deal. Of course you want to over deliver but don't over-cook it and give a fairer representation of what your product is worth.

    If I read something is worth $500 and sells for $7 I usually think BS and exit the page.
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    • Profile picture of the author wolfmmiii
      Originally Posted by Noel Cunningham View Post

      If I read something is worth $500 and sells for $7 I usually think BS and exit the page.
      This is exactly what I think. I ignore all the dopey claims like that.
      Want a REAL Online Business That's Fun to Run?
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      • Profile picture of the author Cataclysm1987
        Originally Posted by wolfmmiii View Post

        This is exactly what I think. I ignore all the dopey claims like that.
        Me too.

        It's silly to think someone would sell million dollar info for 5 bucks.

        Sure, perhaps they're selling an idea or a concept that has the potential for it, but auto pilot information in a box, guaranteed to work? Doubt it.

        No signature here today!

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  • Profile picture of the author Don Schenk
    Very good, WhiteDove. It sounds like you have been reading the "Robert Collier Letter Book."

    He also wrote letters for clothing sellers, and would always tell why it was the clothier was having a sale.

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  • Profile picture of the author misstan
    it's marketing gimmick, it play with the psychology that they have save a lot of money.
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  • Profile picture of the author savvybizbuilder
    You can find that type of marketing in Walmart.
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  • Profile picture of the author Ashley C
    It's easier with physical products as a lot of businesses overstock on certain things. When there's a sale, I tend to assume that it's because of that, even if it's not always the case.

    However, when you're selling a '$499' digital product for $7 where production costs are $0... I can absolutely see why people would get suspicious. Justifying it is probably important, and also I wouldn't go that steep on the apparent $492 discount. If I sell a product I think is worth $499, I will sell it for $499. A discount to something like $399 makes more sense to me. A $7 product is never worth $499.
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