My girlfriend is an Eyebrow Artist. We actually decided to call her that to help differentiate her from other makeup artists, which are a dime a dozen.She’s very knowledgeable on how to design eyebrows to bring out a woman’s natural beauty.
She’s essentially offering the same service that most salons offer for about $8... except you get the benefit of working with an expert who knows what she’s doing.
So how can we communicate the added value and justify a price point that makes it worth Alba’s while?
Well... most salons call it “eyebrow shaping.” Alba is giving an “Eyebrow Makeover.”
The difference?
Alba is getting $55 for an “Eyebrow Makeover,” and was recently advised to raise her price.
Just two little words. BIG difference in perceived value. In fact, we carefully named all of her services. Take a look: www.TheEyebrowArtist.com
Here’s another example...
A number of years ago, Clayton Makepeace helped make Weiss research one of the top investment newsletters in the nation.
Except he never referred to it as an “investment newsletter” in the promotions he wrote for them. He called it an “Investment Advisory Service.”
Subtle difference in wording... BIG difference in perceived value.
If you call your product or service the same thing everyone else calls it, you’ll easily be relegated to commodity status.
But if you simply choose better words that communicate more value, you’ll “reframe” the perception of what it is being offered... and hence it’s relative value.
I’m not just a copywriter. I’m a “Salesman In Print.”
This ability to reframe by simply choosing the right words is one component of Covert Written Persuasion™.
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