Money is scarce for most people, so they have to decide between buying different things.

"Should I buy these pizzas for $22, or this eBook for $22?"

"Should I buy a diamond necklace for $50,000, or a downpayment for a mortgage for $50,000?"

"Should I buy a brand new Camry for $25,000, or a used Mercedes for $25,000?"

All of these are what's know in the marketing world as a Price Justification.

A price justification is any excuse in a person's mind to buy your product.

Let's take a look at some examples:

"I'm going to buy an expensive Mercedes."

Secretly what's being said:

"I wanna look baller to the ladies so I'm gonna buy a Mercedes!" 😎

Price Justification:

"I'm buying this expensive Mercedes instead of practical Toyota Camry because it has a rack pinion steering and a high safety rating."

"I'm going to buy an expensive wedding dress."

Secretly what's being said:

"I wanna look DAMN good and humble-brag about how much my dress was and make my friends jealous!" 😎

Price Justification:

"This is a once-in-a-lifetime event and this is the only dress that really connects with me, it was also hand-stitched in Italy where my grandmother was from."

Now don't me wrong: Justifying the price in your head to buy something is OK!!

However as the seller of a product, we have to give people REASONS to justify it.

People don't want to throw money in the toilet...

...so let's show them why our product is a good investment.

Show them how much money they will save with The KopywritingKourse:

Show them an example of The KopywritingKourse working:

Show them a testimonial of how much money someone made from The KopywritingKourse:

Sincerely,

Neville "Trying To Justify Buying This Mansion" Medhora

P.S. Here's the other sections of this Sales Page Experiment: