Communicate Pricing in Your Sales Copy

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How to communicate pricing in your sales copy when your offer includes a pay in full option AND an instalment plan.

When your offer includes a pay in full option AND an instalment plan, quote the INSTALMENTS FIRST.

E.g.:

4x monthly instalments of £25

Or, pay £75 today and save.

Firstly, it’s about how these options FEEL:

When you state the pay in full price FIRST:

… the people paying in FULL feel they’re paying the ACTUAL price.

… and those choosing the INSTALMENT plan feel they are being PENALISED by having to pay more.

When you state the instalment option FIRST:

… The people choosing the INSTALMENT plan feel they’re paying the ACTUAL price.

… and those choosing to pay in FULL feel they are being REWARDED.

There is also a LEGAL element to this (U.K.)

When there is a pay in full amount, you CAN also offer UP TO 12 instalments before you’re required to hold a credit licence.

You CANNOT legally add charges/interest for offering these ‘credit terms’.

You CAN offer an ‘early settlement discount’.

So, when there is a difference between the two totals:

(e.g. NOT when the price and the total of your instalments adds up to the same amount).

Then, from a buyer psychology perspective – so EVERY client FEELS GOOD about how they choose to pay you…

And, to keep you within the law (U.K.) …

When presenting your price, list the instalment option first, and show the pay in full option second.

I talk more about this tip and increasing the value of time in your promo copy in this week’s podcast episode (20).

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About Veronica Pullen

Veronica Pullen, AKA The MIle-Deep Marketing Queen helps coaches, trainers, consultants, mentors, experts, speakers, and therapists to attract your ideal, like-minded clients from your 'Mile-Deep' Facebook marketing, networking, group challenges, and ads.

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