The content you post on your website delivers certain messages to consumers — both consciously and subconsciously.
The difference between “inexpensive” and “cheap,” or “pre-owned” and “used” is massive.
Along the same lines, consider a restaurant menu that has a burger for $10.99 or $11. You’ll find the $10.99 at a greasy spoon that’s positioning itself on giving a “steal of a deal.”
Up it a penny, as you might find at a quaint bar in a trendy part of town, and that business is striving to convey value through a more refined, upper-class experience. Status comes into play.
Two entirely different images with just a penny difference.
Webcopyplus recently assisted a Vancouver-based business with its website and flagged an informational CD with a price tag that ended with the classic 99 cents. It portrayed an ‘economical’ message: “You’re getting a bargain basement price.” Meanwhile, the client is a reputable, elite business that goes out of its way to portray a professional image.
Wrong price, wrong message.
Symbols, numbers and words impact business communications, sales and marketing in a big way. The fact is one word or penny can make a world of difference.