Here’s a quick marketing tip, for anyone setting their fees or prices at the low end of the spectrum.
It’s all about making offers, which sound too good to be true.
Too good to be true
There’s an old saying that assures us, when something sounds too good to be true, it usually is. As a result, when your prospective clients see an offer, which looks too good to be true, they are immediately on guard. They know that a great service at too low a price just doesn’t stack up. Great people don’t do cheap work – Cheap people don’t do great work.
So, the prospective client is left wondering what’s wrong with this picture.
- Maybe the service is just poor quality and they are lying to me with their marketing?
- Perhaps there are tons of hidden costs?
Whichever it is, when confronted with something that seems too good to be true, your prospective clients get super suspicious. Just like you and I do. This is why marketing at the low end of the fee scale, needs to focus more than ever on reassurance.
Open and honest pricing
A sure sign of amateur marketing, is when we see a small business owner offering something amazing, for what seems to be peanuts. Professionally marketed businesses at the low end of the fee scale, emphasis the value and lay it out in detail, so the prospective client gets to see exactly what is on offer for the money. Their fee structure or pricing is open and honest. They make great use of promises and guarantees, which reverse the risk attached to hiring a ‘bargain’ provider.
Don’t assume that marketing at the lower end of the fee scale is any easier than the high end. Be very aware that when people see a low fee, they become immediately suspicious.
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