Feeling ready to grow, but you’re stuck in your prices? Read on for 3 actionable strategies to attract higher paying clients.
Hey, business owner. If you’ve been at this for 6 months to a year, you’re getting pretty good at what you do. At this point, I would expect you to start thinking about charging more for your services.
But let me guess—raising your prices feels super uncomfortable?
I know. The imposter syndrome is real.
But I also know that you’ve come too far and owe it to yourself to put on your boss pants and find those people who can afford the value of what you offer.
The good news is you can do this! And it doesn’t have to feel uncomfortable in the least.
You also don’t have to reinvent your product or add any bells and whistles.
Are you ready?
Here’s what you need to know:
There are more ways to elevate what you offer than accumulating more years of experience or adding more stuff to your offering.
Now hold on—I’m not telling you to skimp on deliverables. No amount of branding, marketing, or copywriting voodoo can sell a bad product. That’s just business.
But, there ARE other levers you can pull to grab the attention of a different kind of clientele. That’s where your brand can step in and help you out big time.
Are You Tapping Into the Power of Your Brand to Attract Higher Paying Clients?
Before your potential clients ever experience your product first hand or even read a review, they are interacting with your brand.
Your brand sends signals to potential clients about whether you’re the solution they’re looking for—or not. In order to capitalize on the power of your brand, you need to ask 3 questions.
- Do I tell a single story with my brand messaging?
- Do I establish credibility with my website and content?
- Do I make it clear who my target market is?
If you answered “no,” “maybe,” or “I don’t know” to any of these questions, then it’s time to revisit your brand strategy.
The 3 Strategies for Attracting Higher-Paying Customers
All of the pointers I’m about to give you have to do with the message your brand is sending to potential customers. (Remember: 80% of purchasing decisions are emotional.)
So let’s get into it.
1. Tell a Single Story
Your brand message (what you do, whom you do it for, and why no one else does it like you) should be crystal clear to potential customers.
Your product can’t solve all their problems. But it can solve one really well—well enough to tell a story about it in just a few seconds. (That’s all a great brand does, really.)
Think about Nike’s “Just do it.” I mean, are you kidding me? That’s a whole story about you in three words. There’s so much possibility and umph wrapped up in that gorgeous little swoosh.
And they never stray from that story.
‘Cause here’s the deal: A lot of ideas make it unclear what you do and who you do it for.
If your brand message is unclear, or overcrowded with ideas, higher-paying clients won’t even slow down to see what you’re about.
Because the lack of clarity—the extra half-second someone needs to figure out what you do and who you do it for—isn’t only exhausting. It makes you seem less specialized.
Higher paying clients are in the market for specialized services specific to their needs that come with a higher guarantee of success.
For example, look at Applebees’ compared to Ruth’s Chris Steakhouse.
Applebees has tons of variety. They do it all. But is any of it really spectacular?
On the other hand, Ruth’s Chris’s menu fits on one page with triple spaces in between each line. They don’t tell you to bring the kiddos because “There’s something for everyone.”
No. You go there for one purpose: to spend $40 on a really good steak.
Now, that’s partially a lesson in niching down. That’s a whole other component of business strategy.
But you get the idea.
Clear, specific storytelling will raise the value of your brand. Every. Time.
Now, what is your story about?
Your story is about how your brand solves a specific problem in a way that only your brand does.
When every part of your brand (your unique value proposition, your visuals, and each piece of social content) work in harmony to tell a single story, the confidence others feel in your solution grows.
And people will be willing—stoked, even—to pay more for what you do.
Action Items for Telling a Single Story
- Write down the main problem you solve and who you solve it for.
- Write down how you solve it in a way nobody else is doing—lean into your big WHY here.
- Look at every part of your brand—is each piece working together to tell the same story?
So, you’re clear on your single story.
Now what’s going to help your potential customer believe that story?
2. Establish Credibility with Your Website and Content
☑️ You’re clear on what you do and who you do it for.
☑️ You’ve tapped into the emotional side of your customer.
☑️ You’ve checked an important emotional box in the mind of a higher-paying customer by having a clear, cohesive, and compelling message.
Now it’s time to appeal to your customer’s logic.
You’ll do that by building up your credibility in 3 ways.
1. Position Yourself as the Expert
Prove that you’re the expert in your industry. This is a project for your website and social content.
Remember, your brand isn’t just your visuals—although it is that. It’s your whole presence. It’s your voice, your website words, the cadence with which you publish content.
Highlight the reasons why you can solve your client’s problem better than anyone else. What unique experience do you have? What is your WHY that drives your business?
At every opportunity, share valuable insights, thought leadership content, and case studies that show off your expertise. This will establish trust and credibility, making high-paying clients more likely to choose you.
2. Showcase Social Proof and Client Success Stories:
Nothing (NOTHING) speaks to potential customers quite like client testimonials. Let your brand be associated with all the kind words you receive from satisfied customers. Depending on what you offer, you can create a whole case study around a single customer’s good experience.
Also under the umbrella of social proof are influencer spotlights and collaborations. Use these tools to bolster your brand credibility and your reach on socials.
Lots of social proof will convince the logical part of your potential client of your ability to deliver the value they’re looking for.
3. Premium Branding:
Here’s an easy third way to establish your credibility:
Invest in premium branding elements, such as a professional logo, website design, high-quality marketing materials, and a cohesive visual identity.
A polished brand image reflects quality and attracts clients who are willing to pay a premium. Ready to upgrade? Go check out the Branding for Women service menu.
The last element to a high-quality, premium brand is more ephemeral than logos or anything you put on your resume. It’s the relationship you establish with your potential customers.
3. Give Your Customers Premium Service.
Higher-paying customers are looking for more than a great product. They’re looking for an excellent buying experience.
Customers with money to spend on solutions want a brand that can deliver a sense of status as well. Your brand can do that through offering premium service.
Here are some ways you can invest in your potential customers and earn some serious trust points:
Exceptional Customer Service:
Bring a superior level of customer service to your clients. High-paying clients expect a higher level of attention and support, so delivering exceptional service can set you apart from your competitors.
Value-First Content Marketing:
Develop a content marketing strategy that delivers valuable information right to your target audience. High-quality content demonstrates your expertise and attracts the attention of higher-paying clients.
Tailor Your Content:
Craft content and messaging that speaks directly to the needs and pain points of high-paying clients. Address their specific challenges and aspirations in your marketing materials, showing that you understand their unique situation.
Personalize Your Product:
Ok, this might count as adding more to your offering. But you don’t have to reinvent the wheel! Tailor your offerings to the unique needs of high-paying clients. Offer customization options or personalized solutions that showcase the level of attention and care you provide.
Membership or VIP Programs:
Create exclusive membership or VIP programs that offer premium benefits to high-paying clients. This can include early access to new products, special discounts, personalized support, and more.
And that’s it. Those are my 3 best tips (well, in my opinion they’re just the best tips) for using the power of your brand to attract higher-paying clients.
Grab a Gift Bag on the Way Out
That was plenty of information. As you exit the blog post, you have two options.
First, you can take the information from this post—or the 11% that made it into long-term memory—and try to apply it to your brand.
Or, second, you can book a Power Hour with me to discuss one-on-one where you can tighten up your brand to attract those higher-paying clients.
We’ll probably even have time to do some brainstorming on specifics and make a game plan for you.