Summary: There can be a large difference between pricing products and services. Products are easier to understand. Services can be a bit more vague, intangible, and subjective. Here are three musts if you want to sell expensive services: 1. Answer uncomfortable questions. Great copy creates a "velvet slide" that creates a smooth path leading from initial interest to final sale. Copy cannot create desire for a product. It can only take the hopes, dreams, fears, and desires that already exist in the hearts of millions of people, and focus those already-existing desires onto a particular product. This is the copywriter’s task: not to create this mass desire—but to channel and direct it. —Eugene Schwartz Does my child really need prep? How do you prepare my child for admissions? What happens during the course of the prep day? How long should my child attend? (full body copy at mekreview.com/mcvsd) 2. Give people the gift of going second. The more personal and expensive a service is, the more people make decisions based on word-of-mouth. 3. Cook up bonus sandwiches. Some bonuses are lower than the service value, some are higher. Sandwich the service between these bonuses. Episode Resources: Jason Clement, designer of my blog (and many other amazing sites) Eugene Schwartz, Breakthrough Advertising Derek Halpern, Social Triggers Thanks for the reviews! Jared Easley, Starve the Doubts Podcast Jeff Stephens, Crazy Dad Life Podcast Subscribe: Feedback: If you have an idea for a podcast or a question about an upcoming episode, email mike@mikekim.tv. Also, if you enjoyed the show, please rate it on iTunes and write a brief review. That would help tremendously in getting the word out!
