Category Archives for The Daily Copywriter

“Almost Any Question…”

“Almost any question can be answered, cheaply, quickly and finally, by a test campaign. And that’s the way to answer them – not by arguments around a table. Go to the court of last resort – the buyers of your product.” – Claude Hopkins

Perhaps you’ve had some copywriter or marketing consultant tell you to try something before. Your gut instinct in that instant was hesitant.

“That won’t work for my buyers,” I hear you say now. “They’re sophisticated. They’re different.”

What you mean here is that you are different and sophisticated. Fine. But your buyers?

Your buyers run on the lizard brain as much as anyone else’s buyers.

And they will be swayed by traditional, benefit-driven marketing messages presented in mediums they like. (Facebook? Space ads? Pinterest? Instagram? Direct mail? Where do they hang out?)

Therefore… test.

You never know if something will or won’t work for this apparently finicky market until you test. You might be surprised.

I’ve seen low budget sales pages and basic websites outpull fancy ones. I’ve seen “sophisticated” headlines get stomped on by benefit driven headlines. I’ve seen stories win over facts.

Don’t let your “shoulds” rule the marketing strategy.  Let your buyers decided what they want from you.

Then there’s no more guessing, only pure, hard data. (And cash… hopefully cash, too.)

So test. 

Lynn signature

Lynn Swayze


The Importance of Rapport


The Importance of Rapport

Date: 12/14/2016

It’s cold today. Snow has fallen all day in our Illinois rental, causing me to bundle up a little bit more tightly as I sit at the computer and research new markets and write copy for clients. And while I’d rather sleep in and bundle up with some hot chocolate, I know that the bill collector waits for no one.

While working, I had the pleasure of listening to older episodes of the Pysch Insights for Modern Marketers. Psych insights is a podcast by John Carlton and Kevin Rogers. The episode of choice was all the way at the beginning – episode 1. The topic was “Con Men, Persuasion, Manipulation, Ethics…” . Basically, John Carlton’s rant on how us newbies don’t understand classic salesmanship. Some of it is

Basically, it’s John Carlton’s rant on how us newbies don’t understand classic salesmanship. One reason cited is that classic salesman… the hardcore, door-to-door kind who could talk his way out of anything…. hardly exist anymore. Another reason is simple ignorance on the part of us poor millennials.

John argued that if you know everything else but don’t know sales, you won’t succeed in business.

Remember, people are bored to tears in their daily life. “Most men lead lives of quiet desperation”.

The pair also talked about:

  • Why copywriters should emulate P.T. Barnum if they want to be successful… and what kind of magazine every copywriter should fall in love with
  • The connection between Pandora’s Box and copywriting… and why we’re all Dorothy on the yellow brick road
  • The “transformational” power of that first check on the copywriter’s career

It got me thinking about a video I made the other day entitled, “The #1 Mistake You’re Making in Your Marketing”. Entrepreneurs aren’t selling in their marketing because they aren’t treating their marketing as a sales conversation.

What I’ve found is that entrepreneurs and marketers start their message at themselves and what they want to say, rather than starting with market research and what the buyer wants to hear.

Essentially, most modern marketing lacks rapport.

What is Rapport?

In Neuro-linguistic Programming, rapport is the act of getting in sync with the person you’re speaking with or writing to. This works because people like those like them. People respond better when they feel the other person “gets them” and is “on their wavelength”.

In NLP, rapport is built when two people are matched in:

  • Body stance
  • Gesticulations
  • Tone/volume of voice
  • Rate of speech
  • Word choice
  • Rate of breathing
  • Modality (Visual, Auditory, Kinesthetic)
  • Push/pull (are you an avoider or a pursuer?)
  • Common experiences/interests/backgrounds

In therapeutic settings, rapport is built so that the therapist can then lead the patient toward a new mental model. Until that rapport is built, the individual’s defenses are up and their mind is sealed as tight as a trap box.

Here’s a video to help you learn more about rapport, if you’re interested in that sort of thing:


How does Rapport help the Sales Process?

Rapport breaks down the barriers so that two individuals trust each other. And trust is the key component in sales. You know this to be true because it’s how you determine who to buy from based on trust. Recommendations and referrals work so well because you trust the word of the person doing the referring. Their credibility is transferred to the person being referred.

The same thing applies to “proof” measures such as writing a book, landing an article or guest post in a magazine or other credible publication, or having testimonials and case studies which match the buyer’s situation.

Your job as a salesperson is to

  1. Capture your buyer’s attention with language they resonate with
  2. Build rapport so that you gain trust
  3. Figure out what the individual wants most
  4. Get the individual’s image of themselves, their problem, and your solution to align with what you offer
  5. Sell the thing

It’s a push-pull sort of thing. Remember that you’re on one side of the table and your buyer is on the other. How do you get your buyer to your side of the table?

The first step, I believe, is rapport and empathy. You want your buyer to truly believe that you understand her and have her best interests at heart.

Copywriting is Salesmanship in Print

If you believe, as I do, that copywriting is “salesmanship in print”, then it’s imperative that you learn how to sell. At the end of the day, our measuring stick as copywriters is whether or not our ads convert. Whether that “conversion” is from prospect to buyer (a sale) or browser to audience member (email opt-in), the goal is still conversion. As a direct response copywriter, your sole job is to write ads (landing pages, PPC ads, insert ads, emails, sales letters) that convert.

You’ve got to be able to sell.

I shouldn’t feel surprised at t his point, honsetly, but it always amazes me when I see entrepreneurs who do everything but sell in their copy. They’ll educate, sure. Yet when it comes time to sell they shy away and practically apologize for having to ask for money. It’s flabberasting. Don’t be that guy.

How to Build Rapport in your Copy

So how do you build rapport in copy? There are three main methods. I’ll briefly describe each in this post. There are people who specialize in each of these so I’m not going to rehash a ton here.

Create vivid imagery that matches where the buyer is now

The first thing you’ve got to do is create vivid imagery that matches where the buyer is now. In your headline, you’re going to have to do more than bore them to death. For most buyers, the direct offer of “Get My Widget for $50 Off!” won’t work. You’ve got to woo her a little bit. What does she wake up wanting – and can you describe that in a sentence?

How anxious women overcome their fear of rejection and immediately begin selling like a seasoned pro… without sleazy tactics, expensive funnels, or cold calling

Your description of the problem and your buyer’s current situation must match what’s already in her head. One example I saw recently that jarred me was an author who discussed a “nightmare story” where he lived off his credit cards for a year. Now, I’m in student loan debt up to my ocean blue eyeballs. I would love to be able to live off my credit cards and have that kind of cushion. But I don’t. So his “worst case” scenario didn’t at all resonate with me. (For great examples of nightmare stories, look at stuff written by Jon Benson or Chris Haddad. They are bad asses at it.)

The better you’re able to describe the problem as your buyer experiences it, the more rapport you’ll build. They’ll think, “This person gets it! YES! I’ve thought that so many times.”

Ramit Sethi actually uses that sentiment as a test of the copy his team produces. Do readers respond with “that’s exactly what I’ve thought?” If yes, then they know they’ve nailed down the buyer language.

The next step is to be able to define their ideal situation as your buyer sees it. So, don’t sell the life on the beach if the buyer just wants to be able to quit his day job. Again, you’ll attract more people by creating visually enticing and emotionally stimulating scenarios than if you focus only on features and services.

Use a story that the buyer can relate to

Another way to quickly capture your reader is through a story. John Carlton is the master at weaving stories in from headline to close. (Many of his headlines are a mini 3-part story, for example.) He’s careful to craft stories that buyers can identify with. Often, he’ll go even further than matching and create a guy who’s more brokemore desperatemore handicapped than the buyer is. The question then becomes “if it worked for that guy who’s 10X worse off, it should definitely work for me!”

Jon Benson did the same thing in one of his weight loss VSLs. He described how he literally stole junk food from a gas station in order to fuel his late-night binge. Now, most of us have never stolen food to fuel our cravings. So even overweight individuals would shake their head, knowing that this guy really had it bad. Their usual defenses of “this won’t work for me” begin to fade as they compare their plight to the obviously worse-off story subject.

Use a mix of modalities unless you’re sure that your buyer mainly uses one modality

When you create these stories, be sure to watch the language you use. That is, listen for key modality differences and make sure you’re mixing it up.

In your copy, you want to use an even mix of words, phrases, and cliches that fall in line with:

  • Visual (see, sight, colors, clarity, etc)
  • Auditory (hear, sound, listen)
  • Kinesthetic (feel, touch, move, push, pull, etc)
  • Neutral (believe, learn, discover)

Your story should hit all of the senses. You the copywriter likely have one sense you rely on more than others. If your buyer (or client, for that matter) prefers a different sense, how well do you think your copy will resonate. Not well is the answer! Vary the modalities so your copy resonates with everyone. I like to do an editing pass after I’m done and point out places where a modality-specific verb or phrase would be a better fit.

That’s all I have for today. Remember – rapport is the first step to sales. And copywriting is just sales performed en masse.

Until next time,

Lynn signature

PS – Did you find this helpful or informative? Do you have questions? Want to rant about this topic? I welcome feedback! Please a) comment below and b) share it with those in your circle who’d benefit.

Myths Tech Consulting Firms Believe that Kill Sales

The good news is that smart CEOs can quickly correct these sales blunders without spending  half a million (or more) in wasted effort.

If your organization is like most technology consulting firms I’ve encountered, you have a sales problem. You require a massive sales team in order to prospect for new leads. You spend considerable time on RFPs you aren’t winning. You undercharge to win the contracts you do land. And you aren’t getting leads from your website. You rely on marketing materials such as fact sheets and brochures to do the selling for you. Yet at the end of the day, you are still scrambling to grow. There’s never a point where there are “too many leads”. Am I right?

If this sounds like you, then you’ve likely fallen prey to the following myths about marketing.

The Five Myths

There are five pervasive myths in the technology world when it comes to marketing, particularly on websites. These myths are perpetuated by marketers, business development professionals, and the like for reasons ranging from outright ignorance to self-preservation. These myths waste money and kill your otherwise exponential business growth.

Myth 1: My website is my business card

If you look at most technology firm websites, you’ll notice one thing: They all look and sound the same.

Sure, the design is different on each of them. Some of them have a fresh, snazzy design. Others are outdated. Yet when you look at the language, there’s nothing compelling. I believe this happens because businesses act as if their website is a business card or billboard. You know, name, rank, and file. “This is who I am, this is what I do, call me.” Perhaps you hope that if enough people have eyeballs on the site that someone, anyone will contact you.

Thirty years ago, businesses did this with Yellow Page ads. (They still do, unfortunately.) They didn’t work then, and it doesn’t work now. The way to generate leads from your site is to actually write your site in a way that attracts prospects. Who cares what everyone else in your industry is doing; you’re not selling to them.

A mini marketing lesson in sales copy that converts:

Buyers exist on a continuum of awareness. At one end of the spectrum, they are completely unaware that a problem exists, let alone that tehre’s a solution for it. At the other end, they are completely aware of your particular solution and totally convinced of their problem.

The issue is that when you send paid traffic to your site, you are sending cold, unaware leads to your site. They may not even fully grasp their problem, let alone why you’re the best fit for them.

And what do  most organizations do? They put up a contact form or a phone number and beg for people to contact them like a desperate man on Craigslist.

“Need a database admin? Contact me!”

This type of messaging signals desperation and a lack of buyer focus. It’s misaligned with what the buyer wants, which is more information. You’re not giving them what they want from the very onset of the sales conversation. Why should they continue the transaction any further and contact you? So they can get a sales pitch? No one thinks this way when they shop. 

Myth 2: Contact forms are the best way to generate leads.

As far as I can tell, the only reason that anyone gives for using a contact form as their main website lead generation device is because that’s what everyone else is doing. It’s like the blind leading the blind away from the huge mound of money sitting on the table. It’s ridiculous.

The best lead generation tool is one which does the following:

  1. Allows you to build a database of prospects who share the type of problem(s) you solve
  2. Signals to your marketing team which problem the site visitor has
  3. Allows you to customize follow-up marketing and sales to the prospect
  4. Is something that prospects (leads) actually want to engage with

Does a contact form do any of those effectively? The answer is that it doesn’t. Instead, you’ll want to follow the steps I outline at the end of this article to generate a database of interested leads and warm them up to your way of thinking to make the much easier.

Myth 3: Sales people are necessary to prospect.

If your website and advertising are doing its job, sales people should follow up with prospects. Not find them in the first place! Why  hire ten sales people at $100K+ each when you could invest in advertising that did the job at a fraction of the price? Effective marketing is sales in print and should be used as such. Any marketing that isn’t pulling its weight should be abandoned for marketing that does.

Instead, your marketing could…

  1. Attract ideal fit buyers via targeted advertising on Google ads, Facebook, LinkedIn, Twitter, and direct mail
  2. Build a database by first offering value via a lead magnet (print book, for example, which won’t be thrown away)
  3. Converse with the prospect and stay top of mind until he is ready to buy via email and direct mail marketing
  4. Create leads ready for sales calls and give the information necessary to personalize to begin the conversation and build a database the sales process, which increases the likelihood of closing that sale

Myth 4: The only marketing you need is brand marketing.

I am always amazed when I see technology consulting firm CEOs make this mistake. They ask so  much of every other member of their staff:

  • What’s your track record for disasters?
  • What was your burn rate for software development?
  • How many new contracts did you get for your previous company?

But when it comes to  marketers, they look for things like master’s degrees in journalism, communication, or marketing. Or they ask that you’ve worked in a big company before. I almost never see them ask things like, “how well has your marketing materials and strategy converted?” Or, “how many leads did you generate for yourself with your marketing?”

I’m not saying that degreed brand marketers are bad. There’s a place for them on your staff. I love working for experienced on-staff marketers. Brand marketing has its place on some social media channels and on pretty things. But brand marketing doesn’t generate leads, it boosts your ego.

At the end of the day, would you rather have a stable of perfect fit clients or for people to know you won ten awards?

Look, your marketing should do your prospecting for you. If it’s not, it’s not working.

Just because everyone else in the industry uses bland headlines and contact forms doesn’t mean it actually works. If it worked, organizations wouldn’t need to hire salespeople at $100K base salaries in order to grow. Wouldn’t you rather pay a copywriter $20K once and replace a few of those expensive salespeople? I sure would, if I were in your shoes. Your marketer should believe that all marketing should be tested and measured. So split testing and data-backed marketing should be the norm.  I’m always shocked at how many “data solutions providers” don’t use data in their marketing.

The solution for technology firms

The solution is simple and should, if you implement it, save you tens of thousands of dollars.

Step 1: Define your unique approach.

What is the unique value you offer to the marketplace? How is your way different from otehrs? Which buyer most benefits from this unique approach?

Step 2: Define your ideal buyer in terms of organization type and particular role.

What language does he or she use? Is he or she even aware they have a problem? This is important, because most technology firms write headlines that completely turn away everyone who isn’t already convinced the organization is a good fit .

Step 3: Create multiple lead magnets and prioritize their placement on your site.

Instead of a contact me form, use a lead magnet. Tie that lead magnet to an opt-in form that asks for information such as name, email, mailing address, and type of organization. My lead magnet preference for organizations is a book or multiple books, and I’ll give you a few reasons why:

Reason 1: Book readers make for educated clients. 

Do you really want clients who refuse to educate themselves on their problems?

Reason 2: Books (especially physical) don’t get thrown away.

Your emails won’t get read. Your white papers will get deleted. Your brochures canned. But a book? We live in a culture which values books. Your book will sit on their shelf or at least be given to someone else. It’s like a business card that won’t die. It’s perfect for B2B organizations.

Reason 3: Books can be sent as part of marketing collateral.

Want to make direct mail and prospecting more effective? Send a “shock and awe” package with a book. While your competitors will be cold calling and giving sales pitches, you’ll start the conversation with a thought provoking book. As your prospect reads, he’s essentially being indoctrinated into your way of looking at the problem. You’re automatically being framed as an authority via your association as a published author.

Reason 4: Books can translate into speaking gigs for your C-level staff.

It’ll be a lot easier to get speaking gigs at conferences when you write a book. Giving away the book at your booth or at your presentation is going to be much more effective than giving away some stupid marketing “gift” no one wants. And when you have a book and speak at conferences, everything you say will automatically be seen as more authoritative than a sales pitch.

I say “multiple lead magnets” because having multiple lead magnets allows you to personalize the sales process. If a prospect downloaded a lead magnet about one service, you can tailor your follow-up marketing to that problem. You won’t waste time with generic pitches. You can send them relevant case studies, white papers, and other value that helps them see how working with you will be beneficial to them. (This is, by the way, the Hubspot Inbound Selling Method in a nutshell.)  Other options are white papers or case studies, however they don’t have the versatility a book has.

Step 4: Revise the rest of the website to speak to your ideal buyer’s problems, obstacles, and issues.

No more “we’re an enterprise firm with 20 years of experience providing innovative solutions…” yuck. No. Speak to your prospect like a real person who’s been around real people before.

Step 5: Create several automated marketing campaigns that follow up with leads.

These campaigns should be three-fold: email, phone, and direct mail. This way, you’re reaching buyers on multiple fronts. The goal of these campaigns should be to get more information from the buyer or provide information to the buyer, not pitch him. 

Step 6: use a buyer-focused sales process that plays the long game

Once you can get someone on the phone, the first few calls will be to find out more about the problem. When you can get more information about where the buyer is, you’ll be able to more quickly determine what sort of follow-up marketing materials they need. For example, you cold send them a case study featuring an organization like theirs. Or a white paper written exactly for this audience and this problem. Et cetera. You are thereby personalizing the whole process.

Once you’ve provided information, the next step is to ask questions again. What questions do they  have? What is their solution timeline? What are their obstacles? Et cetera. Again, look at the Hubspot Inbound Selling Methodology for more information.

Step 7: Close the Sale with a Personalized Presentation

Once you do close, you’ll create a personalized presentation to interested buyers. No more stock stuff here. This is because people buy when you present information that they care about and address their problems personally. I guarantee that this will be vastly more effective than RFPs.


That’s it! If you have questions or if I can help you in any way, please contact me. (Soon, I’ll have a book I can send you. It’s in the works.)

Price to Win: Why Price Objections Are Never About the Price….

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Have you ever heard the following from a customer…?

I can’t afford this.

Your [product/service] is out of budget.

You are too expensive.

I’m going to go with a cheaper option.


If you’ve seen or heard any of these, then this post is for you.

Here are the sobering, heart-stopping truths about price psychology…

Truth #1: Price issues are never about price.

When I first started freelancing, I had a hard time selling myself. I kept getting caught up in the usual things that tripped me up… namely, I kept focusing on me and my skillsmy experiencemy background.

Thing is… no one cares about that. No one cares about me personally. They don’t care how I do my copywriting, or what I used to train for it, or any of that stuff.

They don’t care about the technology.

They don’t care about the tools you or I use.

They don’t even care about the superiority of a method.

Your customers only care about how wonderful their life will be once their problem is solved.

The only thing your customer wants to be sold on is how great their life will be post-solution. They don’t want to know how you did it, really. Even if they’re buying a how-to guide, they don’t want to hear you talk about how you produced that lead magnet using a voice-to-speech software and then published it via a premier publishing company and then shipped it via Samcart. They don’t even care if it’s 30 pages or 150. They want to know how well whatever it is you’re offering will tie into their results.

There are three things you must prove:

  1. You are trustworthy
  2. You understand their problem exactly
  3. Your service / your product can solve their problem better (read: faster, more ROI, less work) than doing nothing, buying from a competitor, or doing it themselves

So if your entire pitch was about you… 

…how you would technically execute the solution

…your years of experience or certifications

…how much passion you have about the job

Instead of about your prospect’s end result…

…the kind of life he will live using your product or service

…how easy he would solve his problem using your service (as shown through testimonials)

Then you are likely losing sales.


Truth #2: There are three reasons people use price as an excuse

There are only three reasons that people have when they use price as an excuse.

Reason 1: They cannot actually afford your service.

Sometimes, people will look into your service because they do have a problem, but they’re still in research mode.

They don’t know anything about you or your price or what you do.

Sometimes they’re just looking.

They may not be ready to buy. So if they say they can’t afford it…maybe they literally cannot afford it.

Or maybe, they’re not your ideal buyer.

If you’ve built out a buyer persona and you’re targeting a specific customer, then your price will fit that buyer persona. By definition, a person who cannot afford your service is not your ideal buyer. Period.

Stay top of mind with this person (through retargeting, lower-price hands off products, and regular email marketing) but DO NOT lower your price because then you’re lowering your value.

They will not value you more because you gave them a discount.

Therefore, do not lower your price to win a sale.

If you really think this project or customer is a good fit, the best thing you can do is to continue to offer proof.

Offer hope that will get them thinking about their life after hiring you. Plant that seed.

Let them see your product as a sure investment in their future.

So let’s say someone cannot afford a product, but you know that they will make the money back quickly. If you can absolutely guarantee that they’ll make money, make sure that you’re reducing their risk so it’s a no-brainer that they will no matter what make that money back very, very quickly. Make sure you’ve highlighted your guarantee. Offer them payment plans.

But don’t ever, ever reduce your value by discounting.

Reason 2:  They do not value your service or the end result.

Some prospects want results without investing anything. They expect the moon but don’t respect anyone else’s time or energy. They’re soul-sucking vampires.

These prospects haven’t done their research about what you do or how you help.

They don’t know how much work it takes to become an expert in X like you have.

They don’t know (or care) how long it takes you to do what you do.

And they certainly don’t want to invest in their own end result.

So they want to 10X their income but don’t want to put in the 10% it’d take up front?

In my mind I’m thinking…sorry, they must not want it that bad.

Let’s take a look at my own story, shall we?

So far I’ve invested $12,000 in my copywriting training, in website building, books, etc. I want to be a full-time copywriter that makes millions for my clients more than I’ve ever wanted anything in my whole freakin’ life. Is $12K worth the seven figures I’ll make? Hell freakin’ yes.

Your prospects should be the same way. If they want the moon, they better be willing to pay for a rocket ship.

If you see these prospects…RUN.

These types of clients and customers are terrible.


  • Will question you constantly
  • Will redo what you’ve done or disrespect your time and effort
  • Don’t actually know what they’re talking about but will talk down to you anyway
  • Will ask for refunds unnecessarily
  • Will complain constantly about the very things others gush about
  • Won’t recommend you to others or provide a referral

The best thing to do here is not sign them up.

And if you can, figure out what attracted them in the first place and disqualify them faster and earlier in the sales process.

Reason 3: You have not proven how what you do ties into their results and how it’s worth what you charge.

The good thing about reason number three is that it’s in your control. Unlike the other ones which rely on your prospect, this one you can fix.

So if you’ve built a buyer persona and know your prospect well…. You shouldn’t have this problem.

If prospects who have the budget and value the outcome are not choosing you it’s because you haven’t sold yourself well.

What do you do?

 Go back through all of your sales materials, your website, and your proposal and pull out every selfish, I-focused bit. Pull out all the feature-only content and rewrite it so that every “feature” has a so what attached to it.

Because remember, people buy for emotional reasons and justify with logic.

 Honestly, this is why copywriting is so freaking hard and is so expensive. Copywriting which pulls the emotional strings and sells without turning someone off is very, very difficult.

Truth #3: Price is a marketing strategy, so use it like one

Your pricing tells the world more than you think. It tells the world what you think of yourself. And it tells the world who you help.

First, pricing tells the world what you think of yourself

If you believe actual core that what you do is valuable and will benefit your customer then it is your obligation to sell it and if you believe that what you do is valuable and you will charge a price that is commiserate with that value when you charge to low you’re saying that you don’t believe that it’s any good.

Second, your price tells the world what you think of money.

If you’ve never made more than $1000 a month in your entire life, you’re going to feel shame selling a product or service for $1500 or $3000 or $10,000. Have you only made $250,000 as an entrepreneur? You’d likely choke at pitching a $350K project.

Your price reflects your own inner barriers if you let it.

This is why most of the top names in the industry raised prices incrementally….

…and also why each of them will recommend mindset books such as “Think and Grow Rich” and what-not to new followers.

Your mindset is everything.

Pricing fails happen when you get stuck on yourself.

Most people price to please themselves instead of the prospect.

Let’s say you sell to enterprise customers:

Do you think a company like Microsoft or Dell is going to take you seriously when you charge $150 per white paper…. Instead of the $1500-$7000 the industry charges?

Or $15 per hour to consult on business marketing?

The answer, of course, is no.

Your client knows that if you really understood the market….

and really understood the amount of work it took to produce a white paper….

And you really knew what a good white paper could do for a company’s lead generation efforts…

That you’d charge a good rate for it.

While you personally might not be able to afford to hire someone at $3000 to write a lead magnet, it doesn’t mean that your prospect can’t.

By focusing on you and your limitations instead of who your prospect is, what their budget is, and what their expectations are, you are missing out.

Your pricing must reflect the your ideal buyer’s expections.

Note, that you won’t meet everyone’s expectations. You shouldn’t!

Your goal is to sell someone very, very specific buyer a very specific outcome. That outcome… that happiness… has a price tag.

Find it, prove it, and then own it.

Remember, your price is not about you.

Third, your price tells the world who you help.

Let’s go back to the example of Microsoft. If you are a white paper writer, your market is pretty wide. Companies of all sizes need white papers written:

  • Small startups just barely launched
  • Enterprise IT companies who make millions in revenue
  • Software Development firms who’ve been in business for 25 years
  • Etc…

Now, if you price at $10,000 white paper you are essentially saying that you only work with clients who have a big budget and who get big revenue out of the lead magnet that you generate. You’re also saying that you’ll only work with clients who deeply value and need what you produce.

See how that works? It’s not about how hard or easy it is for you to write it. It’s about the results and how your customers perceive you.

Your price should be one way that you disqualify bad leads so you can qualify good ones.

Your price is a marketing strategy. Use it as such.