addressing the high-price objection
online

When High Price is Going to be an Obvious Objection

When you know your high price is going to be a definite ‘elephant in the room’ to overcome, it’s important to focus on value rather than price. Other than in luxury car ads, however, it’s not often that you see a merchant boasting about their high price right in the headline, as this pillow does. Since digital ads are often billed according to click-through rate, I suppose this is a good way to filter out the lowest-cost shoppers, thus conserving the advertising budget. Or, it may work just the opposite; the headline may be so shocking that it actually entices even MORE people to click on it.

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Randy is a print designer, web developer, graphic illustrator, copywriter, and advertising fanatic based in Asheville, NC. Have ad-related questions, comments or possible projects you'd like to discuss? Email [email protected]
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