A couple of years ago, a marketing executive from a large company sent me an e-mail that asked about my pricing.
"I'm sure we can't afford you," she wrote, "You must charge $25,000 - $35,000 for each package."
I wasn't flattered - I was appalled.
How many potential clients have I lost because they thought they just couldn't afford to use me? Yikes!
Unlike the large agencies where I've worked in the past, my fees are very modest. I can keep them that way because I do all the concepts and all the writing myself.
Plus unlike some "big name" copywriters who do perhaps one package a month, I work a lot harder (and faster) than that.
My goal is to develop a long-term relationship with my clients. And the only way I can do that is to offer good value for their money, and my best efforts every time.
Pricing misconceptions may also be a problem for your company - especially if your products or services are perceived as superior and you have a good reputation.
And while you may not want to advertise your specific price, you might want to test messaging along the lines of "You can afford the best" or "more affordable than you might think." This is especially important on today's economy where almost everyone is expecting a bargain.
