by Pricing your products and services can be a minefield.
Freelancers and consultants worry about what the people ahead of them and behind them are charging…
Makers of physical products worry about fluctuating material and shipping costs…
Digital entrepreneurs and course owners worry about whether or not they should use the number 7 or number 9 in their price…
(Ok I’m being flippant about that last one.)
But seriously, there are all sorts of issues around pricing your products.
And there’s a ton of info available on pricing strategy, some of it written by experienced experts…
(A quick search for ‘pricing’ in Amazon Books throws up over 7,000 results…)
…but from a messaging point of view, there’s a couple of important things I’ve learned about pricing:
Firstly, your price has nothing to do with your VALUE.
Whether you make products that ship to many, or you provide services to individual clients like I do, your value is something that’s unique to YOU alone.
It’s something nobody else can offer – an irreplaceable combination of experience, personality, technique and deliverables.
That’s why I use the term ‘Selling Unique’. A higher price tag doesn’t mean better, it simply means different.
Some of the most incredible value I’ve ever received from a business or an individual has actually come at incredibly low financial cost (more on that in a moment).
Besides, the idea that a person is “worth” a sum of money is a pretty grubby, cynical concept.
(Yep, even if they’re a Jenner or a Kardashian or Oprah or whoever’s “net worth” is being speculated about this week for clicks and lols).
Secondly, there’s no upper limit to what you can charge your ideal customer.
Now, I’m not talking about being exploitative here. That’s not my style (or yours).
I just mean that, once you’re able to identify WHO your ideal customer is, WHY they have such a need for what you’ve got, and WHAT they need to know in order to buy, the actual price is a minor detail.
It’s certainly not your main focus (which is to help) or theirs (which is to receive that help).
It simply becomes an exchange of one thing for another – money for a desired outcome.
Of course, finding all that good stuff out is really the fundamental goal of effective marketing…
It’s the kind of work I do with my clients: to help them better understand WHO they’re selling to, WHAT they need to say to get the sale, and HOW to get out of their own way when they do it.
Speaking of which…
I’d like to put some of what I’ve learned doing this to work, helping YOU…
And you get to call all the shots.
Once a week throughout April, I’m giving a biz-owner, entrepreneur, freelancer or marketing manager the chance to ask me ANYTHING about their #1 sales message, so they can better communicate their unique value – and make more sales as a result.
If you want to grab one of these 5 spots and join me on a private one-to-one call, you’ll get to throw as many questions at me as we can cover in 1 hour.
I’ll answer them all, and give you the benefit of my experience creating sales messages and uncovering exactly what makes countless businesses’ ideal customers tick.
You can ask me about any kind of sales message you have – a website, landing page, email series, ads, headline, whatever…
I’ll review it and any others you’d like to cover in our time together, and give my honest opinion on how it can be improved – so you can implement FAST and make it better. Simple.
All you have to do is click the link below to claim your spot, and set aside one hour on a weekday of your choice in April.
(There’s 5 spots available and once they’re gone, they’re gone.)
After April 30th, I won’t be doing this again in this format.
Why am I doing this at all?
1 – I’ll be asking each business who books a call with me a few questions that will help me refine a new service I’m putting together.
There’s nothing for sale on the call – no upsells, no loopholes, no funny bizniz of any kind…
I just want your honest opinion on a few things (and nothing will be shared or published either, everything we cover will remain private). I’ll send the questions over in advance in a Google Doc, so answering them won’t take up any of our call time.
2 – April marks the first anniversary of when I launched my Selling Unique service, and what the hell, I feel like celebrating with some of the people who’ve made the past year so satisfying for me… namely, YOU.
This is my chance to say thanks for being a reader…
…and if you book a call, this is your chance to have me help out with your biggest marketing headaches and burning questions for the lowest consulting fee I’ve EVER charged.
Ah yes, the price.
So as I mentioned earlier, price really has nothing to do with value.
Essentially, anyone anywhere can pick a number out of the air and say “that’s what this costs”…
Of course, that doesn’t mean anyone will pay it. But someone who sees the value they’ll get in return will, because it makes sense for them to do so.
Clients happily pay me hundreds of dollars to consult with them on calls, and I regularly raise my fees as I get better at giving value.
But I’m making next month’s ‘Ask Me Anything’ private calls super simple AND super low-cost…
That means freebie-seekers will be disappointed, but people who genuinely want expert no-holds-barred insights into their marketing will be pleasantly surprised (possibly even amazed).
And remember: your price is never the same as your value. You’re worth so much more than that.
Talk soon,
Pete
