There are subtle differences in the English language that when used by businesses on their websites, emails and other advertising materials can make or break a sale. Professional copywriters and marketers study and A/B test different words and phrases in great detail and depth to see what sells the best.
There is a particular phrase that photo booth business owners often use on their websites, emails, flyers, etc and it turns off customers.
The phrase is: “price quote”, often used in the context of, “contact us for a price quote” or “request a price quote.” For most people, “price quote” consciously or sub-consciously brings up visions and memories of high-pressure insurance, car and mattress salesman. This phrase just sounds very “sales-y”, almost like “what do I have to do to put you in this photo booth today” type language. Some people will never request any further information because using the word “quote” implies that they are likely going to rent a photo booth. Potential customers may think that if they fill out a “Request a Price Quote” form it is going to result in an endless barrage of emails and phone calls, pressuring them into making a deposit.
It’s not fair to simply identify a problem and not offer a solution for it.
Here is the replacement phrase for “price quote”: “pricing information.” Using the word “information” doesn’t conjure up any past emotions and naturally sounds more comfortable to the prospective customer. Asking potential customers to “request pricing information” sets a low bar, it’s just information, take it or leave it, no pressure.
For my personal photo booth business, I use the phrase: “Request Pricing Information and Availability.” As I have always said, my goal is to collect as many emails from potential customers as possible. I don’t want a lead to turned off by something as simple as a phrase. So take a look at your website, emails and other materials. Do some testing of your own and consider putting an end to the “price quotes” and provide some “pricing information.”
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