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Anthropologie's Clever Value Messaging

While shoppers are spending more this summer than they were a few years ago, today's economy continues to squeeze many of our email subscribers. A lot of folks are able to save up for major purchases, but those big-ticket commitments are made thoughtfully with an eye to snagging the best deals.

This presents a messaging challenge: when a brand doesn't have a sale or special pricing to offer, and when the product or service isn't necessarily cheaper than the competition's, how can copy tell a story about value?

One effective way is to use versatility and durability messaging - the bang-for-your-buck angle. I've been impressed with the nuance with which Anthropologie's copywriters convey such value messaging without sending any false signals about low price tags.

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In the first email, the copy conveys that the party heels worn with this cute summer dress are in fact an "all-year-long" style investment, telling a story about both versatility and durability.

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In the second email, the copy calls out a number of ways to wear the shirt - tanks, dresses, jeans and more - and even refers to the shirt as a "layer" prominently in the headline rather than a mere shirt. This tells subscribers how an investment in just one item can spruce up their wardrobe.

Seen other ways to tell a value story about higher-end items? Please share in the comments.

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