How to make expensive products sell well? Have you used these 9 methods?

Having interest and demand does not mean that you will buy! Everyone knows this.

From the time we are attracted to the final decision to buy, there are still a lot of decision-making obstacles and concerns that make people hesitate or give up directly.

Among these, price is definitely an important factor affecting the final transaction. Most people are very sensitive to prices and may give up on buying something if they think it is expensive.

So what should we do? How can we make people more accepting of this “expensive” product?

In addition to "price cuts and discounts", "creating a sense of scarcity", or "forced persuasion", at this time, we need to effectively reduce consumers' price concerns about purchasing expensive products.

I have read an article by Li Jiaoshou before, "With consumption upgrading, will cheap goods have no chance? ”, which talks about: In the era of consumption upgrading, how to get people who are not so short of money to buy cheap goods?

Li Jiaoshou's point of view is this: In addition to the abused "low price and great value" and "disguised as high-end products", what you should do most is to flexibly adopt the following methods to shape consumers' "ideal self" and reduce the obstacles to buying cheap goods:

1) Create an image of an expert

“You buy cheap because you are an expert”

For example: "I buy cheap goods not because I have no money, but because I have a lot of knowledge and can distinguish the real good from the bad."

2) Motives for the attack

“You buy cheap because money can’t help you achieve your goals”

For example: A large number of liquor companies advocate that drinking more expensive liquor can make people successful, but if consumers are made to realize that "career success cannot be achieved by drinking more expensive liquor, but by other things", people will have less motivation to consume high-end liquor.

3) Use groups

“You have to buy cheap ones, because people who shouldn’t buy them are buying them.”

For example, a classic copy for the Volkswagen Beetle, which focuses on low price and practicality: "Shocking inside story of Washington - more than 1,200 diplomats in Washington are driving this kind of car."

4) Transfer classification

"You need to buy cheap ones, because this category does not require good ones"

For example: KFC’s low-end coffee says “Coffee is for awakening, not for styling.” From this perspective, the coffee sold by KFC does not seem so low-end.

5) Increase the distance to the target

“You have to buy the cheap ones because you have to work harder.”

For example: "Today's peak is by no means the peak, you still have a long way to go - eat instant noodles first."

6) Transferring consumption

"You have to buy cheap stuff because you need to use the money to do more meaningful things."

For example, the copywriting of Taiwan's PX Supermarket: The money saved from PX Supermarket can help you do other more meaningful things.

To be honest, these methods are absolutely brilliant. They can give cheaper products more opportunities and provide more room for development in copywriting.

I have a bold idea. It seems that reversing these methods ( to sell expensive products ) would also be very good.

Everyone is shouting about selling goods, but you have to have some skills!

Now I will do the opposite and share 9 practical methods to tell you: how to make consumers more willing to buy expensive things . Everybody take a look.

01 Create an image of an expert

“You buy expensive things because you are an expert”

Why are many people unwilling to spend money on more expensive things? (It's really heartbreaking to walk through this without money)

A very important reason is that they think it is a waste, there is no need to buy expensive things, they will feel guilty about spending too much money, and they worry about not getting recognition from others, etc.

At this time, you need to provide him with a sufficient reason to buy expensive things so that he can divert his attention from these obstacles. Creating an "insider image" is a good reason.

"I bought the expensive one because I really understand it. The cheap one is really not good."

For example, if a watch simply says "high-priced and luxurious, the choice of success", this is certainly fine for people who like to show off their wealth, but for ordinary people, it does not eliminate the guilt of spending a high price on it.

But if you say "There are only two kinds of watches in the world: German watches and non-German watches, and insiders know that", it will be easier for people to find reasons to buy them.

I bought it not because I was crazy or because I wanted to enjoy it, but because I was knowledgeable and discerning... This watch is better, more durable, and actually has a better value for money.

So, when consumers want to buy your product but can’t find a good reason because it’s expensive, you can try this method to make them think: “ It’s not smart to buy that kind of low-priced product. It’s obvious that they are amateurs. The real experts buy… ”

02 Motives for the attack

“You buy expensive things because cheap ones can’t help you achieve your goals”

The reason why people buy certain products is simply to achieve a goal. If you make consumers feel that buying cheap things cannot achieve this goal, they will not buy it.

There is a classic story about this principle during the Spring and Autumn Period and the Warring States Period. At that time, Gongsun Yan traveled among the six countries and wanted to implement the " Hezong " strategy, and finally persuaded the six countries to form an alliance to attack Qin. The Qin Prime Minister Zhang Yi took measures and went to Chu, Qi, Zhao, and Yan successively to lobby these countries to attack Qin. In fact, it was Gongsun Yan's strategy and could not achieve the goals of various countries.

In the end, Zhang Yi persuaded the princes of various countries to " united " and be pro-Qin, and the "vertical and vertical" alliance of the six countries collapsed .

For example, she wants to buy a set of fashionable and unique clothes.

If they buy the cheaper one, they might end up wearing the same clothes every day, and it won’t help them achieve their original goal. The more expensive custom-made clothes are a better choice.

Therefore, when you want others to buy expensive things, you need to ask yourself: What goal do my consumers want to achieve by buying this? How can we make them feel that buying those cheap things will not actually achieve this goal?

03 Use the group

“You have to buy expensive things because people who shouldn’t buy them are buying them.”

When you want to convince someone, in addition to focusing your energy on him or the product itself, you can also choose to focus on the group that influences his purchase.

If you find that people who are less likely to buy expensive products than you start to consume them, you will be more likely to overcome your inner hesitation and buy the expensive one.

For example, a mother was reluctant to enroll her child in a more expensive training class, but when she saw other families with much worse conditions trying hard to choose the best training class for their children, she felt even more that she should give her child better.

So, when you find that consumers covet your product but think it’s too expensive, you need to ask yourself: Who can I get to use this expensive product? and presented to consumers.

04 Transfer classification

“You have to buy the expensive one, because it is not expensive in this category”

When we choose a product, we often not only consider its functional value, but also its other value attributes.

Each type of product has its corresponding value attributes and classification definitions. We can transform them and give the products different value definitions.

For example, Starbucks’ original value classification was just delicious and healthy coffee, but after adding cultural factors, it underwent a value transformation and was successfully upgraded to the category of a tool for office workers to show off.

A cup of coffee that costs dozens of dollars doesn’t seem that expensive anymore.

Similarly, you can also find new value classifications for your products, including identity value, social value, symbolic value, spiritual value, emotional value, cultural value... and so on. Under this classification, consumers will feel that buying this product is not very expensive.

A cup that costs hundreds of dollars is very expensive, but Swell bottle makes it into a high-end decoration, so it doesn’t feel expensive because the price is normal for a decoration.

05 Close the distance to the target

“You buy expensive things because you have worked so hard.”

If consumers feel that there is a long way to go between reality and ideal, they will be more self-disciplined and tend to consume low-priced, practical goods.

On the contrary, if a person feels that he has paid a lot for a certain goal and is closer to the goal, he will want some "compensation" and want to "reward" himself .

At this time, he will be more inclined to consume high-priced, hedonistic products.

So, if you want your consumers to buy something expensive and good, we can think about: what tasks or goals the target user is facing at the moment, what he has paid for achieving this goal, and how much effort he has put in. The more specific and detailed it is, the more impressive it will be. It is best to imply that he has achieved some success.

Finally, point out that it’s time to compensate yourself, and how your product allows users to “reward” themselves.

06. Take advantage of the learning effect

“You want to buy expensive things because you have suffered losses in the past”

When you want a user to accept an expensive product, you can find ways to use his past experience to let him make his own choice.

If a person feels that he has failed at the same thing once, he will not want to fail a second time. No one likes to fall in the same place twice.

Last time I ended up losing a lot because I bought something cheap, but I will definitely not do that this time. Based on this pain point, we need to stimulate users' feeling of not wanting to fall in the same place twice.

For example, the copywriting of the sofa in the necessary mall:

When you are alone, don’t let yourself down; when you are with someone else, don’t let your wife down; when you are with a family of three, don’t let your children down.

So, when you ask others to buy expensive products, you can ask yourself:

What wrong choices have my consumers made in similar situations in the past? Suffering a loss because you bought cheap? How does my product avoid this loss?

07 Shifting consumption

“You should buy expensive ones because you want to use them for more meaningful things.”

As mentioned earlier, many times, consumers actually want to buy expensive items, but they can’t bear to do so, feel guilty, and can’t find a reasonable reason to convince themselves.

At this point, if consumers can be made to feel that “I buy expensive things not for enjoyment, but to use them to do something more meaningful”, the psychological barriers to buying high-priced products can be reduced.

For example, for the healthy growth of children and their bright future; for repaying parents, relatives and friends; for improving the quality of life of family members... and so on.

There is an interesting effect in economics. When people buy something, they always make excuses for themselves: I am paying for my family, and then it will be easier for them to complete the purchase.

So, when you want consumers to buy something expensive, you can also give them a reasonable reason to buy it: buy this expensive thing because you want to use it to do more meaningful things.

First, analyze what "meaningful" things your product can help consumers accomplish, especially those that they are generally willing to spend money on. Then use emotional design to highlight this meaning, thereby reducing the psychological guilt of spending money and promoting purchases.

For example, if a piece of clothing is priced at 2,000 yuan, if you buy it for yourself, you may feel it is expensive and be reluctant to buy it, but if it is a birthday gift for a loved one, you may buy it without hesitation.

08. Reveal Amazing Product Facts

“You have to buy the expensive one because it’s really good.”

Although the consumer is already interested in your product, he has already had a preliminary understanding of your product.

But if you can go further and show more amazing product facts, he will be more excited and even skip the price barrier directly.

For example, the Canon camera advertisement shows the anti-shake function of the camera, which is like fixing the moving subject when taking pictures.

A simple expression can vividly display the product facts.

Some are even more amazing, using some unconventional methods to present product facts in an amazing way. All consumers can do is choose it, there is no need to worry about it.

The American Texas Armoring bulletproof glass company is a classic example. Their chairman Trent Kimball asked employees to put the bulletproof glass produced by his company in front of them, and then asked the employees to hold AK-47s at a distance of less than 5 meters and shoot directly at the glass. Every shot was aimed at his boss's head.

After firing a few shots, obvious bullet holes appeared on their glass, but the glass was still not penetrated. After that, this video quickly became popular, and everyone knew that Texas Armoring's bulletproof glass is really bulletproof, so what if it is a little more expensive?

09 Evoke an ideal self-image

“You have to buy the expensive one, because this is me”

Everyone's shopping standards are mostly inseparable from their own image, such as wanting to be a good mother, a workplace elite, a fashion expert, or a two-dimensional youth.

Different self-images will lead you to different shopping tendencies, and shopping is also a way of strengthening your self-image. In order to show their ideal self-image, they are willing to buy expensive things.

At this point, if consumers can feel that "I bought this expensive thing because it better fits my ideal image and can make others feel my image", the psychological barriers caused by price will be greatly reduced.

For example, the Taobao brand “Bu Lu Bu Ding” has created a strong brand image to gain consumers’ self-image recognition and ultimately influence their purchasing choices.

Bu Lu Bu Ting has always been creating a strong literary and artistic style to attract similar literary young women.

The smell of rain permeated the entire afternoon.

Only time stops.

You can recall your grandmother's house, the coolness of the old mat,

The mottled old windows.

The dinner smells delicious, wandering around the front and back yards of the house,

Hearing the cry of my little cousin, I got out of bed and walked around the streets.

Are we walking a little faster?

I can’t smell the fragrance of leaves, I can’t hear the chirping of morning birds,

I can't see the light of sunset clearly.

Summer has just arrived.

Bu Lu Jia also produced its own shoes.

Nostalgic style,

Like my mother's nagging left over from the last century.

Because we want to be with you,

Slow down, live slower, live slower.

So, ask yourself:

What kind of "self-image" do my consumers aspire to create? How can my brand and products help them better express their ideal selves? I'm not trying to buy something expensive, I'm trying to consolidate my self-image.

Well, these are the 9 methods that consumers can use when they feel that a product is too expensive.

Marketing and copywriting are sometimes really interesting. There is no standard answer. The key lies in how deeply you understand the product and how thoroughly you understand the target audience.

It’s always right to observe more, think more, practice more, and summarize more.

Author: Mumu Old Thief

Source: Mumu Laozei (ID: mumuseo)