"Get our product for less than your latte"

This month we’re thinking about removing the pain of paying. In times of uncertainty with price rises coming at you from every angle, understandably, customers are becoming more wary with every purchase they make.  

Now, everyone knows about the 99p trick (otherwise known as charm pricing). If you price something at £4.99, it seems much cheaper than £5. This is to try and remove some of the pain of paying, but what about price relevancy?  

Price relevancy is when you compare your product to something that is relevant to your audience. For example, let’s say your product is £5. Instead of just giving your audience a price, give them a comparison. 

“Get our product for less than your latte ☕️”  

The audience doesn’t know exactly how much it is, but they have a rough estimate which in this case is inexpensive. Handing your audience a reference point for the price not only makes that price seem cheaper, but it also gives them a literal solution for any affordability issues. 

“Oh, all I need to do is skip one coffee and I can afford this” - They probably won’t skip the coffee but providing a potential solution can only help persuade them into a purchase. 

Do customers have unanswered questions?

One of the biggest reasons why people don't buy a product or service is they have unanswered questions.

Not everyone who has a question will take the time to reach out and ask you.

The likelihood is that they will go elsewhere, such as a competitor, to get the answer (and then buy).

Look at your sales page, and ask yourself these questions: 

• Are you addressing the main questions (or objections) people have?
• For those who do want to reach out, is it easy for them to do so, such as a live chat feature?
• Do you have a FAQ section that is clearly visible on the sales page?

Another thing to be mindful of is the actual buying process. 

Is it easy to buy products from your website? If your selling services, is it clear how people register their interest or book your service?

Don't let unanswered questions stop people from actually buying from you.

Words matter - choose them wisely.

In these turbulent times, it’s more important than ever to choose your words carefully. 

The whole psychology of language is far too broad and in-depth to cover here, but there are a few salient points to bear in mind when choosing your words – as a business, what you have to say and how you say it will influence your customers’ decision-making. 

I would say, above all, that your language must convey trust. Consumers will look to you for reassurance, so it’s up to you to demonstrate that. Use words that make them feel safe and secure, that you, as a business, can be relied on – think ‘verified’ or ‘guaranteed’ or ‘certified’ as a few examples. 

Essentially, your consumers want to feel secure in their buying choices, and how your language conveys that security, that trust, will go towards reassuring them. 

It’s also key to ease back on words that could add to the general sense of panic people are feeling. Take the more cautious, but still impactful, approach. For example, screaming ‘BUY NOW!!!’ creates a sense of urgency, but is that really how you want to convey that particular message right now? I’d say not. 

Instead, try framing your message in a more subtle way, putting the emphasis on the value rather than the price – for example, using phrases such as ‘while stocks last’ or ‘exclusive’ or ‘low price’ or ‘budget friendly’ will build on that perceived position of trust. 

Language plays such a powerful role in how a customer views a business, even down to grammatical preferences or how it sounds. So think before you speak, so to say. 

This is such a wide, variable topic to dissect in one short post, so I would be more than happy to discuss this further on a call should anyone want to delve deeper into the art of language for your business.