“Tired of dragging out a bulky food processor and guessing which attachment is right one for job? The compact Ultimate Chopper is 4 machines in 1 so you can replace your food processor, coffee grinder, standing mixer and ice cream maker and gain more counter space in your kitchen.” (Ultimate Chopper)

#2 - Decrease price by adding valued component parts.

“Bring your spouse for FREE! Yes, not only can you come, but you can also bring your spouse for FREE. This is a ,995.00 value by itself.” (Real Estate seminar)

#3 - Identify unique, invaluable aspect of your product.

“Quite honestly, majority of currently available bodybuilding training and nutrition information today is never going to produce gains for 98% of population.

"The pros simply have much better genetics for building muscle and are taking massive amounts of anabolic drugs...I’m not a “Mister” anything. I’ve never won a title.

"I’m just a guy who after 22+ years of trial and error has figured this stuff out and can relate to plight of genetically average trainee. I absolutely know what works for genetically average bodybuilders who want to maximize their potential. I know exactly what average guy has to do to make muscle mass and strength gains as fast as genetically possible.” (Bodybuilding)

#4 - Make high price itself a benefit.

“Organic foods are more expensive because production is more labour intensive and without herbicides, pesticides and other chemicals, yield is generally smaller.” (Organic food)

#5 - Break down big amount into smaller amount.

“Valuable legal services for less than a cup of coffee a day, from top law firms! Protection for you, your family or your business!” (Pre-paid legal services)

If you are going to use "lowest price" to get your foot in door to acquire a new client, then race is on to "switch" that newly acquired client from price orientation to value orientation BEFORE somebody finds 'em and offers to beat your price.

The Lesson: You CAN charge more for your stuff as long as you’re showing you client that even though she’s paying a premium price, she’s getting a good value. Think "added value." Think "golden handcuffs"; benefits/service so good I won't walk away from it, even for a lower price.

The link between product and consumer needs involves connection between features (what product does) and outcomes for users. In case of shampoo example, let's say product's features include a new moisturizer that makes our hair more attractive. In turn, more attractive hair means we're more likely to enjoy a busier social life. So, marketer who emphasizes outcome or benefit (a more active social life) will sell more shampoo than a marketer who focuses on product or its features (new moisturizer).

In non-sales fields that idea of addressing needs of readers and listeners isn't nearly as well appreciated. Consider internal memos, composed and circulated by millions of well-meaning managers and supervisors. Many of them focus on needs of manager or organization, and not on reader, person who needs to be persuaded by writer of memo.

Would internal memos work more effectively if their writers focused on reader instead of themselves? Would people making in-house presentations get better responses by building their pitches on needs or aspirations of audience? I think so. The experience in sales has shown, overwhelmingly, that benefits outsell features (features being characteristics of product or service being sold).

When you next set out to send an important message, pause long enough to ask yourself whether persuasion is your goal -- either directly or indirectly. If you do want to persuade, then ask yourself if you've focused sufficiently on recipients. That's starting point for persuasive communication.