What They Pay

Once we have an understanding of what we are likely to get out of a situation, there is a second critical piece of information we all need in order to be able to make an informed decision, and this is what we will have to put into it in return. This typically comes in the shape of a question such as “Oh, and how much would that cost me?”.

Here, we can address this need in one of 3 ways: show the direct price, illustrate any indirect savings they’d be making from the purchase, or show a perceived value based on other factors such as a previous price, a bulk discount offer, or a direct comparison to a competitor’s price.

Examples:

• Direct: It will only cost you <this_much>.
• Indirect: It will save you <this_much>.
• Perceived: It used to cost <this_much> but now you can have it for <this_much>.

Exercise:

Effective sales landing pages tend to play around with a combination of all 3 elements covered above.  So, with this in mind, write down a direct price, an indirect saving and a perceived value for your own business.