I’m on a roll with these pricing posts, so let me do one more and make it a trilogy.
One thing you need to remember when pricing people is their business credentials, their experience, etc etc. Not everyone is the same.
Let me give you an example:
Last week, a guy says to me “You’re higher than two of your competitors… why?” So I ask him “who are these competitors – show me their websites”. And surprisingly, he shows me.
One guy is an ad on Craigslist. Really, that’s it – a free ad on Craigslist.
The other guy has a one-page site obviously made with “WEB-NOOB PageMaker” or something like that, has one paragraph of copy, 4 misspellings, a link to a 404 blog, and little else.
That’s who I was being compared to. My 50+ page site (plus this site), stellar Dun and Bradstreet rating for 5 years now, BBB Membership, two books… and all that gets me is “gee, the guy on Craigslist was cheaper”.
Now, it sounds like I’m mad over this or something. I’m really not – I would say that most people who talk price with me do NOT compare me to Craigslist.
But every so often, someone does… They compare me to someone with no samples, no credentials, no experience, and no writing on their own site… I mean, that actually astonishes me. I have enough copy on my main writing website to fill a small book. And I get compared, as a writer, to someone who has fewer words on their website than I have on this blog post. And that’s even if they have a website.
It’s the equivalent of going to a nice, fancy, sit-down restaurant, and then wondering why they don’t have a Dollar Menu like McDonald’s does.