How to use copy to sell luxury
When you're selling something at a higher price point, you need to put in the extra legwork in your language to reassure your customer.
It might be the priciest course in your programme, your high-ticket service or that super spenny pair of boots. If the price point is higher than average, your copy needs to talk the talk. Here are some quick tips to make that happen:
Pick the words that work
Let's say you're shopping online for an outfit for your mate's wedding. You see a dress you like, but the price looks kinda high. You open the description and you see words like 'silk', 'hand-finished', 'small batch production'. Your brain relaxes a bit. You're not being taken for a mug. You’re paying for a high-quality item. You’re paying for better materials, skilled craftspeople, exclusivity. You know no one else at the wedding is going to be wearing it and that you can wear it to the office Christmas party as well. Win!
It’s the same no matter what you’re selling, even in the words that aren’t literally describing your product. (ie. The words on your About page, or in your marketing emails.) They all contribute to the overall ‘feel’ of your copy.
Take this example from my own website. For ages, my Web Copy service page started with the subheading, 'Fill your website with the words that work'. Fine. But if I switch 'fill' for 'enrich'. Doesn't that instantly feel more expensive?Get into the details
If your big ticket item isn’t selling, it might be because your customer doesn’t understand the value or trust it’ll solve their problem.
When we’re about to drop a tonne of money on something, we want to know everything about it. Are the measurements right? Will it look the same after twenty washes? Is it waterproof? How does the mechanism work? That means your copy needs to put the legwork in early doors to secure the sale.
Write down a list of questions your customer might ask about your product before hitting the checkout. It helps to literally picture yourself in a shop scenario, face to face with a very discerning customer. Now list all the answers to their questions. This is what your copy needs to cover.
Use your customer’s language
If anyone knows luxury, it’s your existing customers. So take a look at your testimonials and reviews. What are they saying? What words are they using? Are they raving about the size of your pockets? The softness of your fabrics? The durability of your materials? This is the stuff your future customers will want to know about too.
Don’t forget the extras
Sometimes price isn’t about make or materials. It’s about that lifetime guarantee, that amazing customer service, that bespoke approach to every order. People don’t just buy products they buy into your brand, so make sure everything you say about yourselves hits the right note and shows the reader what they’re really investing in isn’t just a new rain mac or a box of brownies but a way of life.
If they get a free cup holder with their luxury pram, tell them about it! If their face cream comes with a free pipette for optimal application, let them know! Or if your brand has made its name on your amazing consultations and personalised service, be sure to shout about it.
Go check out your priciest item and see if you can level up the language.
If you’d like to chat more about writing for your business, I’d love to hear from you.
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