Here's a critically important copywriting technique I use when writing sales letters and proposals for our own direct marketing services and for our clients.It's all about "price".
I see it all
time. And perhaps you do too. Letters and proposals that bury price at very end of document. By explaining all benefits in first few pages and then leaving price for last, people believe that buyers will be pleasantly surprised when they see how much it will cost.
In actual fact, it doesn't work that way.
Think about it. What do you do as a buyer?
I know I flick through document until I find price. Then, if it's more than I want to pay, I put document away, never to be seen again. I don't bother going back and reading from beginning.
Instead, what well written proposals do is tell person up-front, how much something will cost. That way reader doesn't need to go digging.
They see how much it is, have an instant reaction to amount and THEN ... if it's more expensive than they thought, they'll keep reading through document to look for ways to justify price in their own mind.
Why is it more expensive?
What special results does it achieve?
What claims do they have to back up price?
I've tested it many dozens of times in our own campaigns and proposals, and with clients. Every single time we test it, putting price up front wins "hands down".
