I was recently looking at the sales copy of a copywriting legend and I was surprised to see that he used the word "cheapest" in his copy.

A long time ago, a sales manager told me to never use the words "cheap" or "cheapest", but to replace those words with the terms "less expensive" or "least expensive".

His advice sounds like a much better idea to me.

Unless, of course, you are selling a cheap piece of crap... in which case you could probably tell prospects that your product is the "cheapest"... but I'm doubting that you'll get many sales that way.

My initial reaction is to believe a copywriting legend over a corporate sales manager.

Direct response copywriters are economical in the use of words. As a general rule, shorter words and fewer words are better.

Alex

In Houston There's a well-known super market-sized liquor store called Spec's Liquor.

For many years they ran radio ads that boasted on how "cheap" they were. Just plain cheap", used to be their mantra.

I haven't heard them recently (over the past year), but I know they ran the same ads for years... It must have done them some good or they wouldn't have run it so many times.

My guess is that they no longer need to advertise so aggressively. They now own 36 stores in Houston (and growing).

By the way... they also sell $800.00 bottles of scotch, if this is what you're looking for... hardly cheap!

I see no problem with the word cheap as long as it's clearly being mention in context with the PRICE. Of course I wouldn't want to call my product cheap, but when referring to the price, I think it can actually be a good thing.

Who else doesn't want to get top quality prescription medication for dirt cheap?

Brand new Ford 250 at Cheap Clearance Prices. Just because the price is cheap doesn't mean someone is instantly going think the F250 is cheap.

People appreciate deals, especially when they get stuff for cheap.

I also had a sales manager tell me the exact same thing. But that applied to B2B direct sales. I think he didn't want the product to sound "cheap."

But I do think the word can be used to create great results. I think that word has the power to lure people to keep reading.

People are always worried about paying too much and being taken. So if they can get something cheap then they may just buy it instead of passing it up!

I'm also tired of people watering down phrases if it's cheap, then say it's cheap darn it!

There's definitely a connotation with the word "cheap" that you want to avoid with some products or services. It depends, as always, on what you're selling, but I do believe it's a word you need to be careful with.

Janet

Definately market/audience related IMO.

All depends on how you use the word.

Go to walmart (or any other discount store), you'll hear people say "they have the cheapest prices" not "less expensive prices.

However, we don't like "cheap" people.

Ditto about it depending on the market. There's a store in my town named "Good Stuff Cheap," and they certainly do a brisk business.

Agreed. It depends on the market. If that's how the talk then we do as well. Cheap can have so many connotations so if we want to trigger one of them then Cheap is the vehicle.

I tend to appropriately file advice so to each their own. Cheers