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How to Pitch “Value” to Everyone But Paris Hilton
Posted By Jeff Sexton On March 7, 2008 @ 4:31 pm In Articles,Copywriting,Value | 11 Comments
Consumer Reports almost never endorses the same products a niche enthusiast magazine would. They rarely pick the same car that, say, Car and Driver might. Likewise, most serious skiers — like those on Ski Magazine’s editorial staff — tend to select different skis as “best buys” than the ones Consumer Reports chooses each winter.
Why is that?
For one thing, Consumer Reports tries to objectively calculate the “sweet spot” on the Quality-to-Price Ratio. Enthusiasts, on the other hand, generally give more weight to subtleties, refinements and other semi-intangible qualities; things like aesthetics, ergonomics and brand affinity. Such things aren’t as big a factor for Consumer Reports when they’re trying to help you find “the most [whatever it is] for your money.”
Enthusiasts go beyond the point of so-called diminishing returns because, to them, the return doesn’t feel diminished.
In case you still don’t know what I’m talking about, I graphed it…
Consumer Reports thinks in these terms. They look for products that sit neatly on the inflexion point; that spot on the curve just before it gets too steep. They do this because their audience wants an objective, substantiated and dispassionate analysis of the product for which they might — just maybe — exchange their hard-earned (and devalued) dollars.
They’re looking for those 85%-as-good-but-half-the-price products because, for them, there’s no joy in spending a dollar more than they can objectively rationalize.
Unlike the Consumer Reports crowd, enthusiasts are more conscious of a product’s refinements, or lack thereof.
The enthusiast’s minimum standards are higher than average. Audiophiles can distinguish between a CD recording and a 192-bit encrypted MP3 file. Driving enthusiasts appreciate the smooth clutch and slick jolts of a great manual transmission. Wine connoisseurs can anticipate the blackberry notes and soft minerality of their favorite Cab Franc.
This is why acquiring a taste for expensive wines, stereos and cars can sometimes “ruin” you for lesser quality goods, because as Kathy Sierra insists, “Learning increases resolution .”
Enthusiasts continue to perceive noticeable — and substantially increased — benefits well beyond the normally perceived point of diminishing returns. So, if can’t substantiate your product’s superiority in a no-nonsense Consumer Reports-style manner, your best bet may be to write copy that evokes the Enthusiast’s experience.
When you create a high-resolution experience with your Web copy, you help the average, uninitiated consumer picture themselves as enthusiasts.
The Fuji F30 Camera is a good example. The F30 is compact digital camera with rather unimpressive specs (6 megapixels with a 3X zoom) that’s supposedly been supplanted by the newer F40 and F50 models — but it’s STILL selling for between $220 and $300, which is as much or more than either the 12 megapixel F50 or the 8 megapixel Canon SD850.
Why is it commanding so high a price? Because enthusiasts have embraced the little camera  for its unmatched ability to take high ISO and low-light photos. It’s the only pocket cam that’s able to take really great low-light shots. And as soon as you “sell” a consumer on that ability, the lower megapixel count stops mattering so much. A smart copywriter would focus in on this “hidden” ability of the F30 in order to raise its perceived value.
Roy Williams gives an example  of copy that does just that:
“The prettiest camera in this price class has a shutter speed of 1/15th of a second. But the shutter speed of the ugly Canon PowerShot S500 is a superfast 1/60th of a second, allowing you to take fabulous photos in low-light situations. Your indoor photos will look rich and vibrant when all the others look dark and grainy. And your nighttime photos will make people’s eyes bug out. Beautiful contrast and luminance, even without the flash. This camera can see in the dark. Take a picture of your lover in the moonlight. It will become your favorite photo ever. And that superfast shutter speed is also very forgiving of movement. That’s why no one ever replaces their PowerShot S500. Go to your local pawnshop and see if you can find one. We’re betting you can’t. But you will see several of that “prettier” camera available cheaper than dirt. So if you’re looking for a great price on a sleek-looking camera, that’s probably where you should go.”
Who wouldn’t want a camera like that?If copy alone won’t do the trick, think about staging live events, webinars, streaming videos… whatever it takes to show a glimpse of the hi-res experience. (Here’s another example  from Kathy Sierra.)
Don’t lower prices. Stay ahead of the curve by building perceived value with your Web copy.
[Editor's note: Jeff Sexton can show you how to add value to your website. Join him on March 28th in San Francisco for the first-ever West Coast edition of our popular crash course on Persuasive Online Copywriting .]
Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com
URL to article: http://www.grokdotcom.com/2008/03/07/perceived-value/
URLs in this post:
 Learning increases resolution: http://headrush.typepad.com/creating_passionate_users/2005/12/the_hires_user_.html
 enthusiasts have embraced the little camera: http://www.dpreview.com/reviews/fujifilmf30/
 example: http://www.mondaymorningmemo.com/?ShowMe=ThisMemo&MemoID=1565
 example: http://headrush.typepad.com/creating_passionate_users/2006/07/changing_the_us.html
 Persuasive Online Copywriting: http://www.futurenowinc.com/writingforweb.htm?utm_source=GrokDotCom&utm_medium=Post&utm_content=Link-1297&utm_campaign=POCCTA0308
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