The Art of Presentation

Making IT FeelS Just Right

Let's continue to explore how subtle shifts in language and presentation can significantly impact consumer perception. We're focusing on two clever techniques: framing affordability through smaller values and framing benefits for maximum impact. 

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TIP 5: Per-Unit Thinking

The Daily/Weekly Breakdown: Instead of showcasing a hefty annual fee, highlight the low daily or weekly cost.

• Real-World: Gym memberships often advertise a low "per day" rate. Subscription services emphasize the "cost of just one coffee a week."
• Action: Calculate the daily or weekly equivalent of your larger price points and feature this prominently in your marketing materials, especially for subscription-based services or longer-term commitments.

"Pay As You Go" Options: Offer flexible payment plans that break the cost into smaller installments.

• Real-World: Many online courses and software platforms offer monthly payment options instead of a large upfront fee.
• Action: Explore if offering installment plans or tiered payment options aligns with your business model.

Highlighting the "Per Use" Cost: For products with a long lifespan or multiple uses, emphasize the low cost per use.

• Real-World: "This durable blender costs $100 but will last for 5 years, costing you just 5 cents per blend!"
• Your Action: If your product offers longevity or frequent use, calculate and highlight the minimal cost per individual use to showcase its long-term value.

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TIP 6: Benefit Framing

Focusing on Gains: As the above example illustrates, emphasizing what is present (99% fat-free) is more appealing than focusing on what's absent (1% fat).

• Real-World: Food packaging, health and wellness products, and even marketing copy often use this positive framing.
• Action: Review your product/service features and translate them into positive benefits. Frame your messaging around what the customer will achieve, experience, or gain.

Highlighting Solutions, Not Just Features: Instead of listing technical specifications, focus on the problems your product solves and the positive outcomes for the customer.

• Real-World: Instead of saying "Storage for 1GB of MP3s," Apple's iPod marketing message was "1,000 songs in your pocket." Highlight what resonates with consumers. 
• Action: Shift your marketing language from feature-focused to benefit-driven. Answer the "What's in it for me?" question clearly and compellingly.

Emote Positive Feelings: Choose words that create a positive emotional connection and highlight the desired outcome.

• Real-World: Coca-Cola's "Open Happiness" campaign consistently uses words and visuals associated with joy, sharing, and connection. Instead of "Reduces stress," try "Find your calm and reclaim your peace." Instead of "Saves time," try "Unlock hours of productivity."
• Action: Pay attention to your word choice. Use sensory language and words that resonate with your target audience's aspirations and desires.

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By strategically presenting your pricing in smaller, more manageable increments and by consciously framing your benefits in a positive and solution-oriented way, you can significantly enhance the perceived value and affordability of your offerings.

Remember, these are powerful ways to connect with your consumers, but the magic truly amplifies when your team (aka employee) knows how to shine.

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GO TO TIPS #3 & #4

GO TO TIPS #7 & #8