# Educate Readers Everyone wants to know they're getting their money's worth. And while your readers often set their hearts on products or causes to satisfy emotional longings—and then justify the expenses to themselves—you can help them along by explaining exactly why they're getting every last bang for their buck. Think of this as *educating* your reader as to the inherent value of your offer. Your job is to lower the percieved cost as much as possible—no matter how high. ### Example: CabinPro LLC CabinPro, one of our clients at Integro 212, sells high-end rental cabins to investors and property owners interested in offering short-term, Airbnb style rentals. Since the cabins can cost *double* that of more rustic options, we dedicate a lot of ad space to explaining what makes CabinPro models special and how the cost is easily justified when looked at through the lens of their total ROI. Things like: * Providing insight into industry trends and stats showing the rise of "glamping" among modern and first-time campers * Third-party reports proving modern cabins (with full kitchens, bathrooms, and instagram-worthy designs) have higher occupancy rates and demand higher nightly fees than traditional cabins * Educational articles explaining the unique insulation process that makes CabinPro cabins comfortable in both below freezing winters and scorching summers... and how that affects bottom line * How the exterior products come with extended 50-year warranties and are extremely low-maintenance for the owner—lowering long-term upkeep and replacement costs * How CabinPro cabins are "plug and play" and require very little in terms of site prep and permitting to have them up and running and ready for bookings * Supplemental education on whether paying your cabin off quickly vs maintaining higher cash flow is a wiser decision financially * Case studies outlining the real-world challenges other owners have faced setting up, listing, and renting their cabins At the end of the day, consider that is feels *good* to know things. And the more your know about something, the more you tend to like it. And educating your prospects to the inherent value of your product is akin to lowering the price. So be sure to do it. It'll make your copy that much more kickass. ### Action Items/Homework/UX How can you prove to your prospect they're getting their money's worth? Are they comparisons you can make to other products or lifestyles? What makes your product special or unique? How does it work? What kind of interesting things can you teach your reader about your product, service, field, or offering? ### Onward ➔ Now that your readers are hip to what makes your product special... it's time to continue on with a few more essential elements of kickass caopy. In the next one, you'll learn how to prove to your reader—in a sentence or less—that you're the real deal. Click on and see you there TO ESTABLISH AUTHORITY.