Charging what you’re worth (Ramit Sethi)

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Teach your clients to revere the work you’re doing

First thing he charged for – only $4.95 for an ebook. He actually apologized for charging. “You can probably find this stuff for free, but … ”

Was creating his service offering at the same time. But was trying to get better client and charge more for his work. Because existing clients asked questions like: “why would I pay for that? my cousin can do this for $100!”

The “If I just get better …” mindset does help (you have to get better over time). But you can be the best in the world, and still not get the business results that you want. There’s something beyond the craft

3 things (beyond the craft) that teach your clients to revere your work

1. Master the psychology of language – speak in their language

The fallacy of experts. We often retrieve in our office and just think hard about a problem, but when we go out in the world, people don’t value it at all.

Instead, you want to have copy that people REALLY get. They want to read your copy and feel that “WOW! This really resonates with me”. Experts may be technically correct, but they’ll never reach an audience

I don’t want to be financially literate, I want to be rich. I don’t want better core strength, I want a six pack. You need to make people that people need, but you also need to give them what they want. Get the language you use to describe your product right.

2. Address their fears, hopes, and dreams head on

People want a magic bullet, something they believe will solve all their problems. “If you teach me how to improve my resume, I’ll get my dream job”. Sure, that’ll help. But it’s not the main thing to work on.

But if you don’t give them what they think the magic bullet is, nothing else that you say matters. Give them the magic bullet, even if it’s really not the most important thing for them to achieve their goals.

💡 Rishabh’s note: my principle for this is – the message you use to sell something and what retains people over the long-term are two very different things. Learn the difference, and market accordingly.

Specially focus on the fears. That’s what people are focused on the most.

You can have something that’s so logical and rational, but it never really sells by itself. The craft really matters, but so does everything else.

3. Become their most trusted advisor and teach your client to revere what you do

Demonstrate to the client that you’re their sword and shield. Don’t just be their sword and shield, make it very clear that you’re doing it. Show the thought and effort you’re putting in.

Make it obvious when you’re not the best fit for your client

If a client just sees what’s on the paper but doesn’t see the thought that’s behind it, that’s on you. You have to teach them to revere your work.

Be very clear about the value you’re adding. Tell people about all the work that you’re putting in, explicitly. If they revere the work you do and if they trust you, the amount you charge becomes a triviality. Create a context of trust and “premiumness” around you