When you look through the app store, you see more than a few complaints about certain apps being too expensive. They’ll tell you why and compare the app to others that are available for less.
Guess which apps sell the most? Which apps are the most profitable?
Yep. The “expensive” apps.
People may complain but they want high quality and they’re willing to pay more to get it. The’ll tell you why, right there in their review. They say,“It’s expensive, but worth every penny.”
Which just happens to be what you want your clients to say about you.
Of course, you have to get the “worth it” part right first. You can’t raise your fees and expect clients to pay top dollar for services that aren’t “worth it”. But if you are worth more, you should charge more.
You will lose some clients who can’t afford you, it’s true. But more than make up for that loss by higher revenue from the ones who stick and the new ones to ome along.
What could you do to increase your value so you can justify higher fees?
That’s what you have to figure out.The good news is it doesn’t take as much as you think.
In marketing, perception is everything. You don’t have to get the highest verdicts and settlements or have the most prestigious clients to qualify. Other factors come in to play. The things your clients say about you, the people you associate with, the causes with which you are identified, are also important. So are the articles you write, the interviews you give, your videos and podcast and presentations..
They are all part of how people perceive you and thus part of the value you offer.
And guess what? Your fees are part of that, too. Charge more and people assume there is a reason. They assume that if other people pay those higher fees, you must be worth it, because people associate price with quality.
Bottom line, increase your fees and do what you can to get everyone to say you’re worth it. If enough people say it, it must be true.
The Attorney Marketing Formula
