How To Use Comparison To Build Value In Your Products
I had a part-time job selling phones at T-Mobile for a while. I remember I had this one cool customer named Otis who needed to upgrade his phone. The Samsung Galaxy S8 had just come out not too long ago, but he wasn’t impressed. He believed all Samsung phones were the same.
“There ain’t much difference between the phone I have now and this new S8 phone,” he said. “You’re just spending a bunch of money for no reason.”
Now, I currently have an S8 (and it’s dope AF!), and compared to his phone, a Samsung On5, (a crappy phone), I had to intervene for his sake…
“Well, sir,” I started, “The S8 might be much more expensive than the phone you have. But let’s be honest: Your phone has only 16 gigs of data storage, a decent camera, and is a much older phone that’s prone to water damage, malware, etc..
“But with the S8, you start out with 64 GIGS of data, PLUS it’s waterproof, the camera is ridiculously clear and is enhanced by Bixby technology that does (blah, blah blah)…”
You get the point.
By the end of the conversation, not only was Otis sold on the S8, he had started making plans to upgrade to the S8 after getting his next paycheck (when before it was “way out of his budget”).
In order for Otis to see the value of the S8, I had to compare it to the product he currently had. And once I did, the price of the S8 stopped mattering!
Learn more about comparing products and persuasion in the blog: Double-Sided Persuasion & The Art of the Takeaway.
Value Is More Important Than The Cost
That’s when I learned something powerful when it comes to selling. People really don’t care about how much something costs if they believe that the value of a product or service is greater than the price.
So when you’re writing copy for a product or service, I’ve learned that one of the best ways to demonstrate value is to compare it to a product they’re currently using. If I were to compare the new LG G6 phone to the S8 or iPhone 7 (which I’ve done), the first thing people are going to want to know is which phone is better, not how much each phone costs. Even though the G6 is a newer, water-resistant, and cheaper, there are still more people buying the iPhone 7, which came out a year ago! Why? Because of the value, the iPhone provides.
Learn more about how to add value to your products in the blog: How To Add Immense Value To Your Products & Services.
Showcase Your Product’s Value Against Competitors
If the product you’re writing about has immense value, don’t be afraid to compare it to other similar products! Write about the other product in an honest way, so that your prospects can trust you as a reliable, authoritative source. Then, list how your product compares to its competitors, and how your product has more value! Do this through showing the benefits from the features and testimonials. Make sure to lay it on thick!
Once your prospects understand what your product is capable of, you can reveal the price, and how it matches up against the price of your competitors. If your product is more expensive, It should be because your product has more to offer. But if it’s less expensive, your prospects are in for a stealer deal!
Either way, you can’t lose!
For more copywriting tips and secrets, check out the blog at joshwrotethat.com.