Money Monday: Show Them Value: Don't Lower Your Price

We hear a lot about pricing here at Tin Shingle. You're getting the word out about something you sell (most of you...some of you are trying to change the world with a great initiative), and when things get slow, you think that pricing is the problem.

Pricing Is Not The Problem!

More often than not, someone isn't buying because they:

  • Don't understand the product or service.

  • Can't find the product or service on your website.

  • Maybe they just can't afford it, but this is less often the case.

Think About The "Why" In What You're Selling

What are people buying from you? Happiness (furniture paint)? Craftiness (fabric)? Beauty (a very adorable hat)? An easier life (service)? Confidence (tech support)?

Show Them The Value

Show. Don't tell. Rather than explain in person the benefits, show them in your newsletter. Share a Testimonial on your website and in your Instagram. Email a newsletter to your entire client list with a good idea or a project just completed for another client. Others will see this, and think of how it can apply to them.

Don't Lower That Price

If you sell a membership for $100/year, but signups have been sluggish, don't think that changing it to $40/year will improve anything. Your sales will stay the same, or continue to slow down.


Because the members at the $100/year level didn't see the value. They either lost sight of it, or you didn't dedicate resources to showing them the value.

  • Did you send them a special newsletter?

  • Did your print newsletter stop going out?

  • Did any organized way of communicating what you do do ever reach them?

  • Did you tell your people of your own business' accomplishments? Were you recognized somewhere for something?

Your people need to know this.

Solution: Study Your Website + Send Newsletters

What to do when you're not getting responses from the media and new customer sales are lackluster?

  • Make changes to your website.

  • Listen to your customer's feedback. If they aren't doing what you think they should be doing, the problem isn't them. It's you. And that's OK! Discovering a problem that a customer has is a golden opportunity to discover the opportunity that 1,000 other customers probably also are having, but never told you about.


We actually talk about this stuff in the every-other-Wednesday Members-Only TuneUp. Your challenges. Your problems. Your joys. All brought out in a very small Tin Shingle Member group meeting. Find out when our next online meeting date is in the TuneUp Schedule.