Creative & Copywriting: Copy and Design in the Face of a Struggling Economy
2. Present your product benefits that matter most to prospects. When you do, consider each consumer's needs at the time — e.g., convenience, value, comfort, fun. This isn't the time to talk about big savings; talking about price and price comparison is putting the cart before the horse.
Prestige can be a benefit, but use it carefully in this economy. You can use that lever in the luxury goods market, but it may seem in bad taste in many others. Customers must feel that they're being smart when making a purchase, not extravagant.
3. Present product features that appeal to consumers' cognitive side (the part of them that's seeking justification for their purchase). This is often the place sales pitches fail. Remember that benefits are more emotional and draw in prospects. Features simply confirm that this product has everything they need.
4. Eliminate other barriers to consideration, such as telling consumers about your risk-free guarantee. Show them how easy it is to order. Share testimonials from other happy customers.
At this point, the shopper is seeking an out, particularly because the pressure's on to NOT spend. This is your last chance to convince them that your product is worth their time and money.
And since they're interested enough to have gotten this far, they're hoping you give them some final "icing on the cake" that will justify to them why this is something they must buy.
The guarantee is probably one of the most important aspects of this group of levers. It's time for you to look carefully at yours to make sure it really provides value. Tests show that a no-time-limit, money-back guarantee is most likely to improve response (and an increase in returns is unlikely). People really do want their purchase to work out.