When discussing pricing with potential clients, the term “sticker shock” often comes up. It’s that immediate, gut reaction clients have when they see the price of your service for the first time. This reaction stems from their preconceived notion of the value of your service and how your pricing aligns with that perception.

The root cause of sticker shock is a lack of education and transparency in your marketing strategy.

Without realising it, you might be using a social media strategy that is actually making their sticker shock WORSE. 

The strategy? Using your social media feed as solely a portfolio. 

When all a client ever sees is the polished end result of the service you provide, we give them no opportunity to assign value to anything other than what they see at face value. 

And what they see at face value—they have no idea how much work was involved in making it a reality! 

Let me give you some examples. 

Here are some common misconceptions clients might have:

🌷Floral Design: “It’s just a few flowers in a vase!”

📷Photography: “You just push a button!”

👰Event Planner/Designer: “It’s just coordinating/setting things up on the day!”

🎨Brand Designer: “It’s just a logo!”

⌨️Copywriter: “It’s just a few words on a page!”

These misconceptions arise due to several challenges:

• Clients often associate value with tangible products and struggle to understand the value of a process that spans over time.

• Online information, especially from a quick Google search, rarely provides a comprehensive understanding of the service’s intricacies, especially if it’s localised.

• Clients equate higher prices with years of experience and expertise. However, if you don’t communicate your experience and expertise clearly, they won’t recognise it.

• A simple Instagram photo or portfolio piece doesn’t convey the depth of service and customisation you offer.

But we can’t be frustrated with potential clients for not understanding something we’ve failed to communicate.

💡Remember: The easiest way to justify price is through process. 

To combat sticker shock and build trust, it’s crucial to educate potential clients about the value you provide. 

Here are five strategies to incorporate into your marketing:

1. Break Down Your Process Regularly: Showcase the steps involved in delivering your service.
2. Debunk Industry Myths: Address common misconceptions and provide accurate information.
3. Show Behind the Scenes: Give insights into the resources and effort involved in your service.
4. Use Testimonials: Let satisfied clients speak to the value they received from working with you.
5. Highlight Your Expertise: Talk about your experience, accolades, and the expertise of your team.

An informed client is more likely to appreciate the value of your offering and less likely to experience sticker shock. 

If we want to avoid that “sticker shock” with our pricing, we need to use our marketing to show behind the scenes and let our audience in on the “messy middle”—what it really takes to produce the polished end results they see on our websites and in our portfolios. 

It’s not unprofessional to show behind the scenes. It’s an investment in helping clients to truly understand your value.

And the best part? Your process is usually the part that will be solving your client’s pain points the most!