Month: May 2025

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How do you talk about pricing?

Image shows a dark haired woman hiding behind a stack of books, which is often my response when wondering how to talk about pricing.

How do you talk about pricing in your marketing? If you’re a solo business owner and struggle to decide what to charge, you’re not alone. When I was a solicitor, the Court and my bosses set the fee structure, and I never had to discuss it with anyone. As a one-person business, it’s much more difficult, and it took me a long time to summon the courage to charge what my services are worth.

I won’t delve into pricing strategy in this post, but I will provide you with a few ways to talk about pricing in your marketing. The approach you take depends on your audience and how your pricing works.

Be upfront

You might worry that being upfront about your prices will scare people away. Well, sometimes that’s a good thing. If you create products that your customers can buy online without speaking to you, telling them the price is an obvious choice. Otherwise, they’ll look at your product listing, become annoyed because they don’t know the cost, and leave without buying.

If you have a fixed hourly or daily rate, telling people what it is helps them gauge whether it’s a good fit for their budget. It also saves you time on calls or back-and-forth emails with people who were never going to work with you anyway.

Share a minimum price

You may not be able to give a fixed price because the cost depends on what your customers need. There are also many services where an hourly rate isn’t suitable. For example, some copywriters work more quickly than others, but the overall value they provide to clients is the same. That’s why most creatives quote by project or monthly retainer rather than by the hour.

If that applies to you, consider sharing a minimum price or price range to give potential customers an idea of what they can expect to spend. Then, when you understand what they need, you can provide a more accurate quote. My monthly retainers start from £250 because that lets me give your business the time and attention it deserves. Beyond that, I tailor everything to your needs.

Emphasise the value

If you offer a high-end product or service, there will always be people who’ll tell you it’s too expensive. They are not your customers. If you’ve done the research to determine what you need to charge and establish your market position, stick to it.

Use your marketing to help your customers understand what they’re getting for their money. It could be a higher-quality product or a more personalised, tailored service. Focus on the difference working with you will make to their lives, because the need to make a change will often overcome concerns about the cost.

Explain price differences

If new customers find you while researching their options, they’ll likely have seen higher or lower prices elsewhere and want to understand the difference. Explaining the value your product or service offers is a big part of that, but there are other factors at play. Someone might charge less than you because they can afford to. Their business might be a hobby because they have a full-time job, and the money isn’t that important to them. Bigger businesses can often get a better deal on materials because they can buy in bulk or invest in machinery that increases their output.

You might charge more than someone else because you invest in tools and training to keep your knowledge up to date, and they don’t. These differences will often benefit your customers, so don’t be afraid to share them.

Ready for a chat?

If you need to find the best way to show your customers the value you offer and talk about pricing, I can help. When you work with me, I’ll get to know you and your business, and write content that sounds like the best version of you and that your audience will love. That could be monthly blog posts or articles, social media posts, emails or pretty much anything else you can think of!

Please email me to arrange a chat or book a Zoom call to find out more.

Alternatively, sign up for my mailing list, and I’ll send you a free copy of my eBook with fifty (yes, 50) topic ideas for your marketing as a thank you. It also includes hints and tips to help you structure your posts if you’re currently writing your content yourself.

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What goes into writing a good blog post?

The image shows my hand holding a pen while I think about writing a good blog post.

You might think that writing a good blog post, or any other type of marketing content, should be easy. (Unless the idea of writing a few hundred words frightens the life out of you, in which case it probably doesn’t.) There’s a fair bit of groundwork to be done before you put your fingers to the keypad, then more to do once you’ve finished writing. Here’s my guide to writing a good blog post.

Understand your audience

Before you write any marketing content for your business, you need to understand who you’re talking to. Understanding your ideal customer helps you tailor your writing to the people who are most likely to be interested in what you offer and their expectations. For example, if you’re a lawyer, your clients will want an expert, but they might also feel apprehensive because they don’t understand legal jargon. Your writing can be approachable but still professional. It’s generally a good idea to think about how you talk to people face-to-face so you can create a seamless join between your marketing and the experience they’ll get in person. 

It also means you can focus on marketing in the places where they spend time, whether that’s online or in the real world. Read this for help identifying your ideal customer.

Get to know your competitors

I know you might not want to think about your competitors, but ignoring them won’t make them vanish. Being aware of the competition helps you find your market position and write your content accordingly. Are you offering a high-end, luxury service or product with a hefty price tag? Or do you help people save money? Your positioning affects the language you use in your marketing.

Understanding your competitors can also inspire your content, especially if you want to create something that isn’t typical for your industry. You might also have an opinion that differs from the norm. Knowing what’s out there can give you new ideas.

Choose the right topics

The first step to writing a good blog post is choosing the right topic. You can get some free ideas here if you need inspiration. Think about the services or products you offer and the benefits they provide to your customers. Your blog posts and marketing should help you bridge the gap between what you want to sell and the things your customers need. I’m writing this post because I know you might want to learn more about writing a blog or content marketing, or because you’re trying to decide what you want to outsource in your business.

It’s a good starting point to think about the questions your ideal customers are typing into Google, or the ones they ask you when they get in touch.

Write a good introduction

A good introduction can make the difference between someone reading your whole post and clicking away to a different website. Your introduction should tell your readers exactly what to expect from your post, so they know they’re in the right place.

If you’ve started by writing an introduction, go back and check it once you’ve finished the rest of the post to make sure it still works and reflects the rest of the content. The same applies to your headline. You can also use your introduction when sharing your blog posts on social media.

Use subheadings

Before you write a blog post, jot down the main points you want to cover. Doing this helps you stay organised and means you don’t miss anything important. Then, use those points as subheadings in your post. It helps your readers find the information they want and is less visually intimidating than a big wall of text.

Google also loves subheadings, as it’s a sign that your content is well-organised and more likely to be relevant and valuable.

Proofread and edit your post

When you’ve finished your first draft, step away from the blog post and leave it for at least a day. Then, go back to it with fresh eyes. Run it through a spell checker and a grammar checker first. I use Grammarly, but I usually take its suggestions with a pinch of salt, as it can sometimes remove the personality from your writing or alter the meaning altogether. Then, read your post to check whether it says what you meant to say or if there are any typos the tools missed.

If you can, it’s a good idea to get someone who doesn’t know your industry to read it to make sure it makes sense to a lay person. This doesn’t apply if you’re writing for people with the same expertise as you.

What do you want your readers to do next?

Finally, think about what you want your readers to do when they’ve read your post. When you’ve gone to the effort of writing a good blog post, it should have a goal. Do you want people to sign up for your emails, book a call or buy a product? Write a call to action that asks them to take the next step and provides clear instructions.

Ready for a chat?

As you can see, a lot of work goes into writing a good blog post. Outsourcing can save you time and let your business benefit from skills that might not be your main talent. The flip side is that it costs money, so paying someone like me to write your content may only be an option when you’ve been in business for a while.

When you work with me, I’ll get to know you and your business, and write content that sounds like the best version of you and that your audience will love. That could be monthly blog posts or articles, social media posts, emails or pretty much anything else you can think of!

Please email me to arrange a chat or book a Zoom call to find out more.

Alternatively, sign up for my mailing list, and I’ll send you a free copy of my eBook with fifty (yes, 50) topic ideas for your marketing as a thank you. It also includes hints and tips to help you structure your posts if you’re currently writing your content yourself.