A business boosting word

When referring to the money, time or effort that a client, customer or patient spends to receive a product, service or benefit, don’t use the words ‘cost’ or ‘price.’ Those words indicate an expense with no return.

Instead, use the word investment.

This means payment with a dollar or value return on the outlay. It reinforces the fact that your clients, customers or patients are receiving something in return for their money, time or effort. They will feel much more comfortable to have given up something that is important to them, as it will be worthwhile.

People perceive that an investment gives back what they spend with interest.