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 three scenarios where customers will put price before anything else:
- when they are buying bottom-end commodities — essential items that are of little emotional significance;
- when they are economising by buying a cheaper brand/alternative; and
- when they are buying items where quality is irrelevant — for example, CDs and DVDs where the quality is the same across the board.
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:-
- Low cost
- Good value
- Competitively priced
- Prices to suit your budget
- Seasonal reductions
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