Marketing without revealing the price
I’ve made up my mind – from now on curiosity can motivate the cat, but not me. When I get a promotion that doesn’t reveal the price, I’m hitting the delete button.
How about you? Will you keep on clicking that buy now button just to see how much it is – and be drawn in to the next step in the letter to get you buy, buy, buy?
I remember a LONG time ago reading some of the rules for promotion. I mean the rules beyond giving the prospect a good reason why they should buy, appealing to emotions, being conversational, and remembering to include both some proof and a call to action.
These rules had more to do with ethics, or perhaps common sense, if you want your prospects to trust you.
One was to give your name and a way for would-be customers to contact you. Don’t hide behind your copy and hope no one finds out who you are.
Another was to be up front about the price. I think maybe the final was to be honest – but hopefully that’s a given.
Anyway, right after I read that, some of the “big guns” in internet marketing started leaving the price out of their promotions. It made me cranky then, and it makes me more cranky now.
So – add that to my New Year’s Resolutions. No price, no curiosity. Just delete.
I’d love to hear your opinion!
Posted: January 2nd, 2008 under advertising, e-mail marketing, truth in advertising.