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    ut it, what do you do when you are a buyer?

    I always flick through the document until I find what it will cost. If the pri

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    Here is an important copywriting technique that I use when writing proposals and sales letters. It refers to "price".

    This is something that happens all the time. In proposals and letters the price is buried at the end of the documents.

    People believe by explaining all the benefits in the first few pages and leaving the price till the last, that the buyers will be pleasantly surprised when they notice how much it will cost them.

    However it doesn't work like that.

    When you think about it, what do you do when you are a buyer?

    I always flick through the document until I find what it will cost. If the pric

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    is is something that happens all the time. In proposals and letters the price is buried at the end of the documents.

    People believe by explaining all the benefits in the first few pages and leaving the price till the last, that the buyers will be pleasantly surprised when they notice how much it will cost them.

    However it doesn't work like that.

    When you think about it, what do you do when you are a buyer?

    I always flick through the document until I find what it will cost. If the pri

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    e believe by explaining all the benefits in the first few pages and leaving the price till the last, that the buyers will be pleasantly surprised when they notice how much it will cost them.

    However it doesn't work like that.

    When you think about it, what do you do when you are a buyer?

    I always flick through the document until I find what it will cost. If the pri

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    asantly surprised when they notice how much it will cost them.

    However it doesn't work like that.

    When you think about it, what do you do when you are a buyer?

    I always flick through the document until I find what it will cost. If the pri

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    ut it, what do you do when you are a buyer?

    I always flick through the document until I find what it will cost. If the price is more than I want to pay, I put the document away, never to see it again. I don’t go back to read it again.

    A well written proposal mentions how much it is going to cost up front so the reader doesn't have to go digging for it.

    They can see how much it costs and then react to the amount and, if it's more expensive than they thought it would be, they will keep on reading through the document, looking for ways to justify the price in their minds……..

    Why is it more expensive than I though

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