You’re “affordable.” I know that you’re affordable because I read it on your website. It’s in bold.
“Affordable” means cheap, right?
You’re cheap? Yep, you’re underpricing.
Why are you underpricing?
- You think that if it’s cheap you’re less likely to be rejected,
- You think you’re less likely to disappoint, and
- You won’t feel badly when you sell it.
Those are good ways for avoiding emotional pain. Those aren’t good reasons for underpricing.
The only reason you should be cheap is because you’ve figured out a way to offer your service for less than the competition. And even then, you should carefully craft your pricing strategy in light of the market.
Low prices are the last refuge of the marketer who’s not particularly good at his job. Is that you?
