I can’t count how many times potential clients have told me “you’re too expensive.”
After a while, it can make you doubt your strategy. And yourself.
In my case, I had 2 factors working against me:
1) Much cheaper competition. (Not that every copywriter charges less. But enough do to create a lowered expectation in the minds of many prospects.)
2) More significantly, lazy positioning on my part.
Because the way you position your pricing is just as important as the dollar amount.
We don’t have to get into the weeds here (We may go deeper in a future email. That’s a good reason to subscribe now)…
But I’m going to make an off-the-wall suggestion.
You should be the least expensive option in your niche.
That doesn’t mean you should have the least expensive price tag…
It means you have to flip the script for your would-be buyer.
It’s not about how much he’s about to spend. It’s how much he’s going to SAVE when he buys from you instead of the other guy (or doing nothing at all).
- Save money on buying a higher quality option instead of having to keep buying replacements
- Save time because your product/service works and doesn’t break or breakdown
- Save energy because he has a more complete solution
- Save embarrassment because he doesn’t have to explain why things aren’t going according to plan
- Save frustration because he’s FINALLY getting what he wants
When you buy from or hire the best, it only hurts once.
Show your target audience how much they can save and price becomes much less of an obstacle.
P.S. Set your prices like your life depends on it. Because in a way, it does.