Selling Good, Better, Best
5. If price is an important feature, then physically highlight the value. If you're offering a value-priced option, don't be afraid to brag about it by presenting the price larger or by visually calling it out with graphics.
6. Use bullet points to allow for a quick read, checking off the most important attributes. Long copy or long paragraphs are hard to get through, especially if you're asking customers to read through three of them. By using bullet points, readers can self-select how much they want to read and compare.
7. Draw attention to the most expensive option. In most cases it's more profitable to encourage customers to buy the most expensive choice. You can achieve this by creating a hero and placing it in the coveted hot spot (upper, right-hand corner) or by giving it more space. It's imperative that you clearly explain why it's more expensive. Create extra benefit statements and use visuals that will resonate with readers and support the additional expense.
8. Go ahead—say good, better and best. This quickly will let readers know you have a story to tell, but be sure you back it up with easy-to-distinguish comparisons. This technique should be used sparingly. Repetition is not necessary if you've used most of the techniques described above.
There isn't a single direct marketer or cataloger who cannot take advantage of this merchandising technique. The theory is solid—entice readers with a group of products they're interested in, and provide them with enough price-points that they cannot say no.
Lois Boyle is president of J. Schmid & Associates, Shawnee Mission, KS. You can reach her by e-mail at email@example.com