As a copywriter and sales page expert, I’m a big ol’ fan of putting your price on your work with me page.
In fact, I wrote an entire post on why you should put your price on your work with me page. I suggest reading that post, too, but to give you a quick summary, here’s why it matters:
#1 People crave transparency
Don’t you love when you land on the services page of a website and you can see how much it’s going to cost?
From the consumer standpoint, we love seeing prices. As a business owner, you should always be focused on giving your customer what they want.
#2 Your time is valuable!
If you’ve watched this video you know that I am not a fan of offering free consultations. In other words, I don’t think you should get on the phone with anybody who happens upon your website.
If you don’t put your prices on your site, it means that you’re going to be hopping on the phone with more people. Wouldn’t it be nice if you were only hopping on the phone with people who were already 90% sold on your service?
The biggest fear most entrepreneurs have about putting their prices on their work with me page is that it will scare people away.
If you’re afraid that your price will seem like too much, you’re not alone.
And you’re right. If you plop up a half-ass page of your services with a price tag of $997 all people are going to look at is the price. They’re going to see that number and think, “Oy! That’s a lot of money!” and then click somewhere else.
(Case-in-point, I’m guessing the #1 thing you remember from the previous sentence is $997).
So what do you do? How do you make your price totally irrelevant on your work with me page?
The solution is great copy. Specifically, there are 5 things you absolutely must do on your work with me page to make the price irrelevant:
1. DEFINE THE PROBLEM
The very first thing that you should do on every work with me page (or sales page) is show the reader that you understand the specific problem that they’re facing.
Here’s how to identify the problem:
- What is the big frustration that your target client currently has?
- When they try to achieve their goal (as it relates to your topic), what’s going wrong?
- What’s the thing that they want to change?
Why is this important?
You have to show the reader that you empathize with them and truly understand what their current situation is. I call this “The Cloud” and teach this in-depth in The Rainbow of Sales (it’s a free training that I highly recommend taking if you want to sell anything online).
2. SHOW THE RESULTS
Now that we’ve identified the problem, you’ve got to show the reader that you understand what they desire. The more tangible and specific you can get here, the better.
In other words, what is your service going to help me to achieve? What are the specific, tangible results that it will help me to get?
Here’s how to identify the results:
- What is the goal of your service? What are you helping people to achieve?
- If you do something inherently intangible (like life coaching) try to make your results more concrete. What will people be, do, have as a result of your service? Spend time on this! (Use this free action sheet to help you).
3. MAKE THE PACKAGE CLEAR
You know the problem and the result. Now it’s time to tell people how you’re going to get them there. In other words, this is where you present your service package and tell them everything that’s included.
You’d be surprised how many entrepreneurs forget to give the details of their service package on their sales page. If you don’t do this, your reader doesn’t know what they’re paying for!
Here’s what you need to share about your offer on your work with me page:
- What is included in the offer from start to finish?
- What are the “touch points” with the client? In other words, from the client’s point of view, what will happen first, second, third?
- What are the features + benefits of each of the things included in your service?
Check out this post on how to talk about your offer on a sales page.
4. ADD TESTIMONIALS
If you’ve added elements 1-3, you’ve officially “made the offer” on your page. If you used the “Make My Prices Irrelevant Worksheet” to write your copy, your target client will undoubtedly want to buy your service after reading your copy.
However, they’ll still have hesitations.
The best way to overcome your potential clients’ hesitations about whether or not your offer will “work” is to add testimonials from past clients, colleagues, customers, mentors, etc.
Check out this post on what to look for in testimonials and or steal my entire testimonial gathering process in my guide Get Great Testimonials.
5. REMOVE THE RISK
The other way to help “push” your potential clients over the fence is to make the “call to action” on your work with me page an application form.
Pro tip: Never add a “buy now” button for high end services. People need to speak with you personally before they’re ready to pay you.
For example, for my booked-out in advance service Sales Page CPR, the “call to action” is an application form.
If you fill out the application form, I will take a look to see if you might be a good fit for the service. If you are, we’ll schedule a time to chat on Skype.
When you do this, you allow people to make a decision to chat further with you after they have the price without making a big commitment.
I’ve created an excellent worksheet to help you to add these 5 things to your work with me page. Click the button below to grab your worksheet and make your prices irrelevant:
Great content! Love how you simplify this Court! Nice job and thank you!