How to Charge More

The Power of Charging More

Both higher and lower price points will attract some people and deter others. If something is too cheap, it will give people who value quality pause. As humans, we have an innate understanding that if something is too good to be true, it probably is, so an overly low price typically means that you are sacrificing in another area. Conversely, a higher price evokes a perception that the item is high value and exclusive. Of course, this only works if your brand reads as sophisticated and professional. Here are three ways to elevate your brand such that it commands an expectation that it will be a higher ticket offer.

1 | Focus Your Offerings

Niching down allows you to become an industry expert faster. Having deep knowledge of a specific field will give you the confidence to charge more. Focus on making what you specialize in the best it can be, rather than spreading yourself thin. Historically, working with a specialist always costs more than a generalist. People understand that the specialist has refined their offer and is at the top of their field. For example, say you are looking into restaurant options for a classy dinner. There are two options:

1. This restaurant serves only sushi. The head chef has spent 20 years studying the craft and art of sushi-making and has garnered fame amongst the culinary community for being a master of their specific skill.
2. This restaurant serves sushi, pizza, burgers, and steak. The head chef has also been in the culinary world for 20 years but spent their time working in a diverse range of kitchens, gaining a base level of knowledge in almost every type of cuisine.

Which restaurant costs more? Which restaurant will feel like a more luxurious and sophisticated experience? My instinct says the first will, and yours probably does too. This is the power of focusing your offerings.

2 | Provide a Premium Experience

You want your pricing to feel worth it to your clients and customers. A way to do this is by adding to what comes with a purchase from you. Perhaps you add resources to your typical offer, or your clients get a gift after working with you. Embody superb customer service, and make every step of the buying and delivery process thoughtful and professional.

3 | Create Exclusivity Perceptions

The perception of exclusivity for a brand can garner a more affluent clientele. It’s human nature to go for the most exclusive offering that we can afford. We like to feel as though we have something extraordinary that is bespoke to us. To effectively create this atmosphere, you can use language and visuals that create an ambiance of exclusivity for the brand.

The Role of Appearance

As a visual brand strategist, I have to conclude this article by talking about aesthetics because they are instrumental. Luxurious visuals position you as appealing to a realm of clients and customers who can afford a higher rate. If you want to have high ticket offers, your brand must be trustworthy and look professional everywhere it appears. This means that your social media should be intentionally designed, your website should be clean and attractive, and most importantly: your branding needs to be classy, timeless, and sophisticated. If you’ve DIY’d your logo or your brand identity is a mess, you will have a more challenging time convincing people that you are worth what you are charging. Your brand is deserving of investment into its appearance. Don’t allow all of your hard work to be in vain because of unflattering visuals. If you’d like to discuss how to elevate your brand’s appearance, we are here to help. Atelier Oluwatosin specializes in sophisticated visuals. Take a look at some of our work here. The investment you make in your brand’s appearance will pay for itself over and over again, as having a polished look will empower you to charge more. Reach out-- let’s talk about making your brand more beautiful.