With the exception of local car dealerships and going-out-of-business sales where the price is loud and slow, most companies prefer that the price sound small and insignificant. This is easily achieved by saying the amount quickly and matter-of-factly. Subconsciously, the listener comprehends the financial investment as positive and
reasonable. Often the words “only” and “just” precede the dollar amount, lending further credibility. Conversely, when comparing prices with our hero’s product, the competitor’s prices should be read slower and be devoid of emotion. This makes their price seem unreasonably high.
In the practice example below, shrug your shoulders and smile when you say our hero product’s price. Then, in the second sentence, drop your smile when you mention the competition’s dollar amount. Don’t forget to balance out the sentence with the comparison of “our product” versus “theirs.”
Our product is only $9.95. Theirs is $9.97.
Of course, advertisers typically base their sales strategy on more than a two-cent price difference. The main issue is that the reader shares a positive and negative opinion about the price for the listener to absorb and appreciate.
Another question people have about money is when to say
“dollars” and “cents.” As a general rule, the word “dollars” is used more often when the money is an even amount, as with $15 (fifteen dollars). Very rarely is the word “cents” used. Besides taking up valuable airtime, the listener comprehends that the subject matter pertains to money and doesn’t need to be reminded. Also, omitting these words softens the sticker shock. A car that sells for $23,500 likes the amount read as “twenty-three five.”
Contrary to dollar amounts that are read in a manner that makes them sound small, percentages are expected to sound large. Five percent savings, when read slowly with authoritative pride, can sound like a huge savings. It’s not until the words are seen in writing that the actual small percentage amount sinks in.
Read this short retail script below. Smile and stretch out the first percentage amount and make it sound fabulous. Then, drop the smile and speed through the latter half of the second sentence where it contains the competitor’s measly percentage savings.
Save 40 percent on brand-name tires. Grand Tires saves you more dollars every day than the 2 percent savings advertised by our competitors.
Note that in addition to the percentages, there are word equivalents to numbers. “More” and “every” in this script should also be stretched out. They define our hero’s company’s superior financial policy over the competitions. All, each, additional, added, extra, another, and less are
a few other number modifiers that should stand out when spotted in a script.
Excerpted from third edition of "There's Money Where Your Mouth Is," by Elaine Clark. To order your copy visit Amazon.com - http://amzn.to/zuwlCT