Wednesday, 18 April 2012

Words that cheapen your business

Are the words you are using to promote your business really doing you any favours?

Always presume that quality is important to your customer

If you were to ask a customer their main consideration when making a purchase, price would be one of the top answers. However, it would be a mistake to think that this is the only factor.

As a general rule, there are four scenarios where customers prioritise low price above other considerations. These are when buying:

  • Everyday essential items that are of little emotional significance; 
  • Inexpensive single-use items, or items they expect to change regularly
  • A cheaper brand to save money
  • Items where the manufacturer is always the same, making the physical quality irrelevant — for example CDs, DVDs, games and books

Customers still like to feel they are buying quality — even if they are not paying a high price for it. So, unless you are selling something where the above conditions apply, you should try to make sure that your promotional literature reflects this.

Words you might want to avoid
If you choose your words carefully, you can still promote low prices without sounding downmarket and tacky.

Avoid words and phrases like these:-
  • Cheap
  • Low-cost
  • Budget
  • Cut-price
  • Bargain basement
Use more words and phrases like these:-
  • Affordable
  • Good value
  • Economical
  • Reasonable
  • Competitively priced
  • Prices to suit your budget
  • Seasonal reductions
This is just one of the areas where your choice of words can affect the perception of your business. If you need some help to improve your copy, why not find out more about my professional editing service.

If your copy needs an effective rewrite to boost sales and improve customer perception, I also offer a full copywriting service. Why not visit my website to find out more about how my service could help your business.

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