How to make your consumers feel value for money (how to make consumers buy products that they think are expensive)

On the e-commerce platform, selling products, how to arouse people's desire to buy? In addition to "screaming products", of course, "screaming copywriting" is also needed. High-quality copywriting can make customers naturally fall into it, with endless aftertaste, and then pay the bill. Dull copywriting is like chewing wax. The most important thing is: I feel "forced" after reading it. Today, Bian Xiao will share with you how to make your consumers feel value for money.

Value consideration

When a product has one or more of the following characteristics, customers are usually willing to spend more money on it:

There are better ingredients. Organic food costs more, and customers who think they are healthier don't mind paying more rated fees. Because of its German engine, BMW is generally considered more valuable than Honda.

Scarcity This is why a copper coin of 1943 is worth more than a penny in your pocket. This rule applies to any unique product.

Good reputation. The reputation of brand products is generally better than that of general products, and because some brand products enhance the status of product buyers and provide them with more value, the prices are generally higher.

Normative issues. Kind shoppers may be willing to buy cosmetics tested by zero animals.

Promise. Stores with strong return policies charge more for their products than other stores.

Convenient. The price of all finished products must be higher than the parts, because it can save the buyer's time and prevent assembly trouble. Similarly, some customers are willing to pay for quick delivery because they prefer to get the products earlier.

Additional functions. Selling a tennis racket to get a free tennis ball is better than selling cheaper products without free tennis balls.

How to convey product value?

Once the factors affecting value perception are determined, e-commerce sellers can express value in the overall brand or product description and convey it to customers.

The key is to clearly convey your value proposition. Don't assume that all shoppers know the quality, scarcity or convenience of products. Marketers can remind customers of the value of the products you sell.

1. Use a title, slogan or clarification.

If all the products on your website have the same special advantages, you can explain them at the top of every page or on the home page.

For example, if your store sells genuine luxury watches instead of fakes, you can include the words "AuthenticLuxuryWatches, Guaranted" under the title of the website and the company name. In addition, your home page can show a few words explaining the legendary craft with a long history, which can make customers resist the temptation to find other substitutes on fake websites.

2. Create a separate page to describe the product value.

Don't assume that shoppers know the benefits you offer. After all, shoppers may log on to your website, but they know nothing about your company.

For example, you can directly explain what methods you have taken to ensure zero animal experiments, instead of directly using words such as "crueltyfree" or pictures of beloved rabbits. Or your page can show the positive side of respecting animals and explain the depth and details of your task.

3. The product description should highlight the value.

When the reason of high product price applies to specific products rather than the whole store, then the product value positioning can be clearly defined in the product description. You can tell stories, describing the scenes where buyers enjoy the advantages of products, and you can also tell stories about limited edition, pet safety, hand sewing, environmental protection, hospital level and so on. The product quality is higher.

Circuitbreakerlabs, the seller of circuit board accessories, highlighted the value of the product through this sentence: "This elegant circuit board necklaceisaclassy shows your love skills!"

Its competitor techlovecircuitboardjewelry explained why the product was worth the money in poetic words: "This heart-shaped jewelry is made of red circuit boards. This is the Sassafras computer, where I rediscovered love, and an unjust Bin Aryan song ended. "

You can insert a value description in stages and mark it as focus or part of a graph.

Product description should be in-depth, don't just list product functions.

Remember, many shoppers are more concerned about the special and desirable functions of your product. If you understand this, you will be able to seize the sales opportunity better.

Do you still want to use "pass by, don't miss it." The rich hold a money field, and the poor hold a personal field "old terrier? Although you can do this, as long as it suits the characteristics of your company. However, by describing the reasons for product pricing and clarifying the value orientation, shoppers can be encouraged to buy and their excitement of finding cheap substitutes can be suppressed.

The above is Bian Xiao's introduction on how to make your consumers feel value for money. I believe everyone will understand after reading it. The article is introduced here, hoping to bring you help.