Your customers have problems. And they want solutions to their problems. That’s why they’re contacting you. And that’s why your business exists. Your customers aren’t contacting you to get a bargain. And your business doesn’t exist to give bargains. So why do you keep talking about bargains in your marketing? Of course, if customers can get [...]
You might disagree with me, but I believe that your customers are less concerned about price than you think. That doesn’t mean they don’t care about price – just that they care less than you think. Customers have problems. And they want solutions to those problems. If you can provide them, they’ll gladly give you money. [...]
Pricing is a marketing strategy. Why? Because the price you put on your products and services influences how customers perceive your business. That’s why you need to make sure the price you charge matches the perception you want to give. When I started my content marketing agency, Hunter & Scribe, I made the mistake of undercharging. [...]
You should usually avoid talking about price in your marketing. But there are some exceptions to this rule. One of these is when you’re marketing a clever freebie. A clever freebie ticks three boxes. It’s of low value to your business It’s of high perceived value for your customers It showcases your expertise Ebooks are a [...]
The number one aim of your customers is NOT to spend as little as possible. How do I know? Because if the number one aim of your customers was to spend as little as possible, they wouldn’t be speaking to you about making a purchase – because, after all, it’s impossible to spend less than $0. [...]
I recently had an interesting meeting with a potential supplier. During the meeting – without any pressure from me – he kept lowering his price. It happened again and again. I thought to myself that this was not only bad negotiating, it was also bad marketing. His message to me was that he didn’t believe in [...]
"The reason it seems like your customers only care about price is that you haven't given them a reason to care about anything else." Thanks, Seth Godin, for another piece of marketing gold. Good marketing shifts the attention from price to value. What should your small business talk about rather than price? Talk about the problems [...]
Here’s a really fun story about two rival barbershops. It may or may not be true, but it does teach a valuable marketing lesson. Shop 1 undercut Shop 2 by marketing itself on price. Shop 2 found an ingenious way to hit back at Shop 1. Their marketing stood out, while they found a way to [...]
Here's a controversial thought – most customers are less concerned about price than small business owners. "But don't customers always ask for discounts?" Small business owners obsess about price, with the result that they plant the thought in customer’s minds by constantly talking about it. What customers really care about is value. They are willing to [...]
