"Great Deal!" Your price is a key part of your offer. But almost as...
Andrew Gould@AndrewWriteCopy
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Apr 11, 2025
~4 min read
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"Great Deal!"
Your price is a key part of your offer.
But almost as important is how you present the price.
You want your prospects believing it's a bargain.
So here's how you can do just that.
// THREAD //
Your price is a key part of your offer.
But almost as important is how you present the price.
You want your prospects believing it's a bargain.
So here's how you can do just that.
// THREAD //
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First, before you get anywhere close to revealing the price, you want to be building value.
Make sure your prospects know:
- What you're promising them
- What benefits they'll get
- What problems it'll solve
- And how their life will change for the better.
Make sure your prospects know:
- What you're promising them
- What benefits they'll get
- What problems it'll solve
- And how their life will change for the better.
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Then take advantage of price anchoring.
Price anchoring is the idea that the first price people see affects their perception of following prices.
An example to make it clear:
If you mention cheap $20 watches, then introduce your $200 watch...
Price anchoring is the idea that the first price people see affects their perception of following prices.
An example to make it clear:
If you mention cheap $20 watches, then introduce your $200 watch...
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Prospects will think it's expensive because they've anchored the $20 price.
But if you mention $2,000 watches, then your $200 watch...
They'll think it's great value as they've anchored $2,000.
So make sure to mention a higher price in your copy (or at least not a lower one).
But if you mention $2,000 watches, then your $200 watch...
They'll think it's great value as they've anchored $2,000.
So make sure to mention a higher price in your copy (or at least not a lower one).
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Next consider supply and demand.
If your prospects believe your offer is in high demand, but low supply, they'll see it as more valuable.
Demonstrate high demand by showing them how many others have bought.
And scarcity through the likes of deadlines and limited availability.
If your prospects believe your offer is in high demand, but low supply, they'll see it as more valuable.
Demonstrate high demand by showing them how many others have bought.
And scarcity through the likes of deadlines and limited availability.
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Now you've built the value of your offer, it's time to present the price.
And you can simply come out and state it with:
"Here's the deal:
[Offer name] is a [price] investment."
Or something similar.
Another option is the Popeil Step Down..
And you can simply come out and state it with:
"Here's the deal:
[Offer name] is a [price] investment."
Or something similar.
Another option is the Popeil Step Down..
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And you know this, even if you don't know the name:
"This would be a fantastic deal for $2,000.
But I'm not going to ask $2,000
I'm not even going to ask $1,000
For today only you can take it home for just $500."
Ignore the hype and focus on the principle...
"This would be a fantastic deal for $2,000.
But I'm not going to ask $2,000
I'm not even going to ask $1,000
For today only you can take it home for just $500."
Ignore the hype and focus on the principle...
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Introduce a high price you could sell the offer for.
Then step down to the lower, real price.
You don't need multiple steps, you can do it in one:
"Others charge $1,000 for this type of training.
But I want as many people as possible to benefit.
So I'm asking for just $100."
Then step down to the lower, real price.
You don't need multiple steps, you can do it in one:
"Others charge $1,000 for this type of training.
But I want as many people as possible to benefit.
So I'm asking for just $100."
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It works because it takes advantage of price anchoring.
And people like to think they're getting a bargain and this spells it out to them.
With the price introduced, now we can show what a fantastic deal it is...
And people like to think they're getting a bargain and this spells it out to them.
With the price introduced, now we can show what a fantastic deal it is...
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One option to do that is with an apples to oranges comparison.
That's when you compare your offer to a much more expensive alternative.
For example:
You could compare the high cost of a seminar, flights, hotel, food, time, etc.
To the much lower cost of your online training.
That's when you compare your offer to a much more expensive alternative.
For example:
You could compare the high cost of a seminar, flights, hotel, food, time, etc.
To the much lower cost of your online training.
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Another option is a reduction to the ridiculous.
This is where you break the cost of your offer down to a much smaller amount.
For example, you could break it down per day:
"At just $999, over a year that's less than $3 a day."
Or you could...
This is where you break the cost of your offer down to a much smaller amount.
For example, you could break it down per day:
"At just $999, over a year that's less than $3 a day."
Or you could...
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Compare it to a minor purchase your prospects wouldn't think twice about buying:
"At just $999, over a year that's less than a cup of coffee a day!"
Or for a lower ticket offer make a direct comparison:
"For just $17 this is less than the cost of a good takeout pizza."
"At just $999, over a year that's less than a cup of coffee a day!"
Or for a lower ticket offer make a direct comparison:
"For just $17 this is less than the cost of a good takeout pizza."
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One last thought before I wrap up the thread.
Consider offering payment plans.
For example, $200 or four payments of $60.
As instead of working out the total, people tend to focus on the lower amount.
You charge more for payment...
Consider offering payment plans.
For example, $200 or four payments of $60.
As instead of working out the total, people tend to focus on the lower amount.
You charge more for payment...
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Because it's always better to have the money now.
And some people won't finish the payment plan. But that's just a cost of business you have to accept.
So to sum up...
And some people won't finish the payment plan. But that's just a cost of business you have to accept.
So to sum up...
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- Build value.
- Use price anchoring.
- Consider supply and demand.
- State the price.
- Or use a Popeil Step Down.
- Show it's a good deal with an apples to oranges comparison.
- And/or a reduction to the ridiculous.
- Plus think about offering a payment plan.
- Use price anchoring.
- Consider supply and demand.
- State the price.
- Or use a Popeil Step Down.
- Show it's a good deal with an apples to oranges comparison.
- And/or a reduction to the ridiculous.
- Plus think about offering a payment plan.
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Follow me @AndrewWriteCopy for more quality tweets and threads on marketing and copywriting.
And if you enjoyed this thread and found it valuable, retweet it to help your fellow persuasion professionals:
And if you enjoyed this thread and found it valuable, retweet it to help your fellow persuasion professionals:
Andrew Gould@AndrewWriteCopy
"Great Deal!"
Your price is a key part of your offer.
But almost as important is how you present the price.
You want your prospects believing it's a bargain.
So here's how you can do just that.
// THREAD //
Your price is a key part of your offer.
But almost as important is how you present the price.
You want your prospects believing it's a bargain.
So here's how you can do just that.
// THREAD //
