Know-How Exchange : Copywriting

I would let the price speak for itself and NOT include any reference to cost in your marketing communication. Price is not a benefit; at best it's a feature. Any attention you draw to the price is attention diverted from the positioning benefit.

If you're really 35% less expensive than the alternative, prospective customers will notice it. You don't need to promote the cheap price. Focus on selling the unique benefit instead.

If you do a really good job, maybe you can raise the price by, say, 10% and be only 15-20% less expensive, and have more money with which to promote the benefits to a broader audience. (And more profit too, of course.)

Rajdeep - depending on the product go for:

1. Save 35%! (then put: '*Costs 35% less than similar products' somewhere below the copy.

2. 35% more cost-effective! (body copy: 'Our product costs 35% less than similar products available elsewhere')

You can replace the word 'product' with the actual name. E.g. Our paint costs 35% less than similar paint with the same specification'.

Do not worry about claiming your product saves the customer 35%. You see I haven't used the word 'cheap'.

The best way to explain is to tell them why: 'Because we buy in bulk / produce our own products with no middle-man / have a fully automated, state-of-the-art production line' .

Best to tell the truth if you can find a nice way to do so! Copywriting isn't the easiest of tasks!

Hope that helps,

Peter