The Pricing Reframe That Makes Any Offer Feel Like A No-Brainer

Hey it’s Max from The Inbox Newsletter.

Quick story and lesson from today…

I was reviewing a win-back email for a consulting client last week and the whole thing was honestly solid.

Good storytelling, showed off new features, had social proof, etc it checked every box.

But then I got to the offer:

"75% off your next 3 months. Just $24.25/mo instead of $97."

It’s a great deal…

But it’s a mouthful… a jumble of numbers… and it doesn’t look like as good of a deal as it is.

I then went on a bit of a rant on copywriting and buyer psychology…

It’s important to understand:

The fact that you have a great deal doesn’t matter…

The perceived value of the deal from the customer is what matters.

$24.25 a month makes your brain immediately run the math and compare the numbers to real-life items.

$24 is two bowls at Chipotle! I could get Spotify Premium instead! That’s 3 tins of Zyns that will cover me 2 weeks!

So we told them to change one line and this is how it turned out:

“As a thank you, I made a personal coupon for 75% OFF your next three months. That is 81 cents a day for a tool helping creators land millions of views.”

5 things at play here:

• Cut down on all the numbers (easier to comprehend)

• Made it a “personal” coupon code (higher perceived value than a code everyone gets”

• Boiled the number down to cost per day at 81 cents

• Removed the dollar signs ($) as people react harsher to it… it’s a scary symbol

• Added the core benefit directly after the offer

Nothing about the actual offer, price, or discount changed.

Only how we presented it.

This is one of those things that sounds so obvious but almost nobody does it...

If you’re selling a $90 supplement → Don't say $90… Say $1 a day for better sleep.

If you're running subscribe and save, don’t just say "save 15% on every order." Nobody knows what that means in real money.

Instead, say "subscribers saved an average of $214 last year."

Now it's not a percentage, it's a number they can actually feel.

So, the next time you're writing an offer for any email... flows, campaigns, whatever... have the daily cost somewhere in it.

And use some of the other tactics I mentioned above such as using personal wording, cutting down on numbers you show, and removing $ signs.

That one number does more selling than your entire email above it.

Email Inspiration Of The Day

Brand:
Ice Cartel

Email Design:
https://drive.google.com/file/d/19wYMi6GYO8Mk8XaEKKU2mchqrDzMQ9Th/view?usp=sharing 

Notes:
This is a great example of using a comparison table. The structure flows perfectly with hero section pushing value prop, followed by a testimonial, a comparison table, and 30,000 review callout as the closer. Clean way to educate and convert in the same email without discounting.

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max Sturtevant

P.S
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