Back in my not-so-glorious MLM days I used to dread the price question.
It never failed…
Every time I got on the phone with a cold lead (I used to buy leads that were likely being called by 100 other people just like me), before I could get a word out, the lead would, at least 80% of the time, ask the One Snotty Question to rule them all:
“Yeah, Yeah, Yeah… listen, how much is it?”
I’d stutter and sputter.
I’d back pedal and mumble.
I’d then get tripped up, sound like a complete lunatic, and start babbling off all the facts and numbers and, yes, lose the sale in mere seconds.
Later, when I learned copywriting, it was similar.
Not the same, of course.
(There’s no back-and-forth interaction.)
But, I was always very conscious of the fact the person was thinking about price, Price, PRICE, as soon as they started reading my headline. And, it was something I was always paranoid about, which probably made my copy a lot weaker.
Nowadays?
I don’t even think about it.
In fact, if anything, I WANT people to be wondering about price.
Why?
Because in my emails and sales copy (and when talking on the phone — back when I used to do client work), I use a way (I learned almost 10 years ago from a very smart negotiation guru) to:
1. Instantly eliminate price as an objection
2. Put the reader in the right frame of mind where, when I do release the Kraken (the price) they not only don’t get sticker shock, they realize the value of what I’m selling more than justifies the price
Want to know what this way is?
Yes?
Then get your buttox on the “Email Players” list before the November issue deadline on.
The next issue shows exactly what to say.
(In *any* sales medium.)
And, when you use it, there will be peace…
Here’s where to subscribe:
Ben Settle
