Again, I didnt make any reference to price in the marketing
message. The absence of price information makes sense given
that my value attribute is image, because image buyers are ac-
customed to paying premium prices. If, however, Id been tar-
geting my message to budget-conscious buyers, I’d have used
the mix-and-match approach to getting multiple outfits from
fewer articles of clothing and said that they could get four out-
fits for the price of three. My intent was, once again, to draw
upon buyers’ natural presumption that pricing will be fair when
price language is absent.
5. What was your call to action? If you forgot one, what would
your call to action be?
Multiple calls appear in this message as well. How many did
you count? There were four. There’s nothing magical in that
number. I recommend three to five calls to action in short mar-
keting messages like those above and at least one more for each
paragraph you add beyond that length.
Weve just learned how to use value to attract the right buyers.
Wouldn’t life be grand if we could just keep pitching the same messages?
Actually it would be really boring, not only for us, but our customers as
well. While this need for change keeps life interesting, it also opens the
door for missteps in the future. In Chapter 8, we’ll see what traps await
us, and how to avoid them.
Executive Summary
1. The keys to attracting the right buyers are:
Understanding the value you provide.
Crafting messages that have meaning for your buyers.
Value as a Marketing Tool: Attracting the Right Buyers 187
Using language that conveys your value.
Avoiding price language that diminishes the value you provide.
Creating an effective call to action.
2. You need to understand value from the customers’ perspective.
What you think is irrelevant; its your customers’ perspectives
that count.
3. When crafting marketing messages:
Use what you learned from your customer surveys about what
they value.
Put those value propositions into your messages using your
customers’ language.
Mix those elements of value in ways to discern whats most
important to each of the buyers your message targets.
Make sure that all follow up messages to buyers emphasize
the element of value thats most important to them.
4. The language used in your marketing messages must be:
Customer focused.
Results oriented.
Exciting.
Appropriate for the value provided.
5. Customer-focused language talks about the result the customer
wants to achieve, not what your company does or how it does it.
6. Results-oriented language can be, but doesnt have to be, mea-
sureable. Buying decisions are triggered by emotion, not by
logic. Even when you have measureable results, the metrics
used should be secondary to satisfying the buyers’ emotional
needs.
7. Language can be made more exciting by targeting buyers’ pain,
using humor, or tapping into their dreams. Of the three, pain is
the most likely to get buyers to act quickly. We abhor pain. The
second most likely is humor. Who among us doesnt enjoy be-
ing around people who like to have fun. Dream language is the
least effective because we intuitively know that converting
dreams to reality requires effort on our part.
188 Pricing for Profit
8. Avoid giving away the value you build in the early part of your
marketing messages by using price inferences like lowest price
around,”affordable,”good value for the dollar,” “guaranteed
low price,” or “at a fair price.” Your price language must be con-
gruent with the value you communicate in the early part of your
marketing message.
9. Take a tip from retailers and build multiple calls to action into
your messages. If you don’t create urgency, buyers will sit on the
sidelines.
Value as a Marketing Tool: Attracting the Right Buyers 189

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