Web Copy That Sells, 3rd Edition

TALKING ABOUT MONEY: HOW TO INTRODUCE THE PRICE

First and most important, you must never introduce the price until you’ve stated the offer. If you do, the majority of your readers might click away before ever learning the more salient points of your offer. The only exception to this rule is if you happen to be selling a product or service that has a price point your target audience already knows, and you’re clearly offering a good price on it. Example: “Samsonite 3-Piece Spinner Luggage Set at an Unbeatable Price of $89!”

Second, when you do introduce the price, equate it with a ridiculously minor purchase or reduce it to a daily cost.

The Minor-Purchase Technique

Here’s how the minor-purchase technique was used to introduce the price of a book ...