3 Ways to Communicate Your Value and Pricing

If you sell something, it costs something.

A massage. Photography. Design Services. Clothing. Mental Health Services.

The business formula seems simple enough. You have something to sell. You price it. People buy it. More people buy it. You end up with a mansion on the beach. If only it were that simple.

Your mansion days may come- we should all have big dreams! But often business goes more like this. You have something to sell. You price it. Not so many people buy it. You wonder if you should lower your price, post to social media more often, or update your graphics. You’re just not sure how to get more people to bite on the amazing stuff you have to offer.

Price is a factor in buying behavior, but perceived value is a much stronger pull towards handing over the money.

How do I increase my perceived value and convert more sales? Get your sales message on point.

If you are not saying the right thing, they won’t buy. If what you say resonates with the right people, they buy. Good copy and messaging strategy converts. Poor copy doesn’t, and it won’t matter how many messages you throw out into the world either in person or online, if it’s the wrong message.

All you need are some simple strategy shifts! Let’s look at 3 thoughts you may have had and how to shift mindset to move your messaging.

Communication Challenge 1: I need people to understand all that my pricing entails- the product or service but also all my time to prep, edit, or create.

It’s easy to want to get into a discussion online or in person about all the time you pour into your craft and hence the reflection of your time investment in your pricing, but at the end of the day, the customer is not concerned about you. They want to know what’s in it for them.

The best place to start is to figure out your value proposition. What do you do or sell that is unique to you? Think about process and product. What do you do best and what credentials say so? What benefit can a customer receive from doing business with you that your competition cannot deliver? To figure this out, take a look at a few of your competitors. Do some investigation. Clearly define your difference(s). Like get out paper and pen and write down a Venn diagram to compare and contrast.

Once you know your value proposition and you’ve defined it to paper, you have to start communicating that message at every networking opportunity, on your social platforms, and in your email campaigns by connecting it to the emotional trigger that will make them buy. Does your client value exclusivity, luxury, value, family, beauty…? Align your value proposition with their desires, and you will never have to explain your pricing again.

Communication Challenge 2: I need people to understand my price reflects the quality of my product.

If you sell a thing like clothes, jewelry, baked goods, or art/crafts, you really have to focus on finding your people when it comes to having customers who are fine with your pricing- start with hour value proposition defining as stated above. Look at who is buying from you and what they are saying in their emails to you or testimonials. Then, find more people like them who want the same things- to support small business, to have something they love, to not take chances buying a shirt that is too small on Amazon and then fuss with return, to have a showpiece in their homes.

Once you really dig through a survey or current customer testimonials of why they buy, your customers will have pretty much fed you the verbiage you need to communicate your value to more people like them. Start thinking about how you can find more people like them, and keep in mind people keep company with other people who often have the same buying habits or want to keep up with the Jones’. Referrals and word of mouth are important for all business types, but when we think about how much it influences the way we buy, we’ll realize the power of using messaging to market the people already buying from you to share their “circles of people” with you. Think about how many times you were looking for something, and a friend or family member shared how much they love their___________ and how worth it it was, and next thing you know, you’re on the same buyer rabbit trail.

Communication Challenge 3: I want my customers to know just how much love and passion I have for what I do!

This is a beautiful sentiment to want to get across to your potential and current clientele. All of us should be in love with what we do so much that we want to ooze that love onto others. The best way to write copy to convey all your love, energy, and passion is storytelling. Check out last week’s blog and social media posts to take a deeper dive into this topic, but stories will convey to your audience all your passion and tell them why they should be part of your story (brand).

If you haven’t yet realized it, when you jumped into business, you were unwittingly going to get an honorary degree in psychology! Keep your customer’s thought processes ahead of your own, and your messaging will win over new fans and retain past customers with little effort to selling.

Dream Big and Shine On!

Geneva

SOS Please Someone Help Me

Two weeks ago, I was drowning in paperwork, meetings, writing, and coaching. Flailing. OMGee. Send me a life preserver.

I decided one Sunday evening that what I needed STAT was to create some margin in my time for the upcoming week. The tasks on my plate were all “have-tos,” so there was no putting off or choosing to not do one of them. Also, I’m a big believer in never compromising small self-care tasks like reading, journaling, or praying/meditating, so taking time away from my 30 minutes of me-time with my coffee was not an option.
As I mulled over my plight (anxiety), I had an “AHA” moment- social media had to go for 4 days of the workweek, and I would reenter FB land on Friday, when the week was coming to a close and my tasks were completed. I normally spend 10 hours a week alone on social media for my women’s networking group between content development, event planning and communication, and general engagement. Throw in my business page, and while I am not a FB junkie, I do like to catch up with the goings-on of the day that people post after the end of my workdays, so let’s say 13-15 hours a week is consumed on social media. Right there I found the time I needed. 13-15 extra hours is a lot of time for squeezing in more work!

So I did it. I fasted all but returning some messages that came through which were pertinent to respond. I found myself one day mindlessly clicking the icon on my phone and then had to exit out ASAP- it was totally subconscious like mindless eating. Some personal observations during my 4 days off FB,
1. Surprisingly, I felt an incredible sense of FOMO- the world was happening and I felt really disconnected. A friend had a baby, and I wasn’t one of the first to see her pics. Another friend was doing some cool things on her FB business page celebrating 5 years of business.
2. Although I felt like I was missing out on some exciting things, I also felt like I dodged being sucked into Latinagate post Superbowl and impeachment political posts. I didn’t miss the FB debates for sure.
3. I found myself feeling much calmer each morning not laying in bed and jumping on FB to see what I’d missed since I got off it the night before. I think millions of people worldwide do just that. I felt more at peace each morning and focused on my morning me-time centeredness tasks.
4. I really did create more time to get things done. We’ve become so accustomed to social media as a way of life and needing of our time, but until we go without it on vacation or a self-imposed fast, we don’t realize how much time it is taking from our lives. Don’t get me wrong. Most of the time I find good value in my interactions on social media, but the time away led me to deciding I needed to tweak my day to day consumption plan to at least sticking with the practice of not going on first thing in the morning. I didn’t do that perfectly last week, but probably 3/5 days, but on the three I did, I found that small slice of morning peace with my morning joe was much greater when I was disciplined enough to stay off the Book.

We’re all busy. We all need to make margin for inner peace and quiet, for exercise, or to get shtuff done. Where can you create time?