What’s more valuable to you - a bit of cash or a couple of minutes? You might be surprised at the number of people who choose time over money.

I was reading a few articles about setting price anchors in your sales copy, and I realized there was very little mention of time. Comparing the price of your ebook to the price of your coaching is one thing… but what about the time investment? If you save your client some time, they may not care what price you are asking. Here’s an example:

“You Can Waste 14 Months With A Business Coach – If You Can Find One - Or You Can Spend 90 Minutes With Us. Same Results, Faster Return On Investment.”

That’s not a real headline that I’m using anywhere. It was just a quick, off the top of my head kinda thing. But do you see the big message in it? It’s 14 months or 90 minutes. How much time do you want to spend learning business? Most people don’t see 14 months as a reasonable time investment. They are just too busy to set aside months for anything.

If you saw that headline, how much do you think the product itself would cost? Do you care? If your alternative is months of your life down the drain, you probably wouldn’t care if the product was $47 or $1,000. The only real decision is, “Do I want it now or later?”

That is a powerful technique to implement in your sales copy. Lots of marketers work to justify their price or obscure it on their landing page. Why not force your customer to forget about the price instead? Present them with an easy decision. People want things now. Money isn’t always the big roadblock – even in this economy. Time is often the bigger roadblock.

Don’t let it stop you from making a sale! Start thinking about “time anchors” when you write your copy.

Good luck,
Reuben D. Rock

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