How to Price Your Services: Tips for Service-Based Businesses, Coaches, Consultants
Unpopular opinion... Pricing matters more than messaging.
I keep seeing copywriters in my feed saying that good messaging cures all. That if you just beef up your sales copy and get your messaging juuuust right… then clicks magically turn into purchases.
I disagree. Messaging is important, but pricing is the clincher.
You know how I know? I click on offers all the time. And as the frugal, determined DIYer that I am, I often walk away—not because the messaging didn’t resonate, but because the price was simply too high for me in that moment.
Here are a few ways you can make pricing work with your messaging:
Accept you won’t capture everyone. Not every click will convert—and that’s okay. But you can widen your net by offering a smaller, low-tier product or service. This can bring in more buyers at volume, which often adds up to the same revenue as a single big-ticket sale.
Create a mid-tier option. Some buyers aren’t ready to jump into your signature offer, but they want more than a small starter. Having a mid-tier offer meets them where they’re at, and keeps them in your world until they’re ready to level up.
Price your big ticket item smartly. Your premium offer still has its place, but make it accessible. Monthly payment plans or financing options can make a high-ticket item feel less overwhelming—and remove a huge barrier to saying “yes.”
Make sure each price point clearly communicates what’s included (and what isn’t). If your $97 offer feels almost as valuable (and eats up your time) as your $997 offer, you’ve got a pricing problem.
Don’t be afraid to experiment. Sometimes raising your prices improves conversion because it signals higher value. Other times, lowering prices (or restructuring them) reduces friction.
Bottom line: Pricing is part of your strategy. And if people are clicking, but not purchasing, it deserves just as much attention as your messaging.
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