Book Yourself Solid: The Fastest, Easiest, and Most Reliable System for Getting More Clients Than You Can Handle Even if You Hate Marketing and Selling, Second Edition

Chapter 8. Perfect Pricing

Price is what you pay; value is what you get.

—Warren Buffett

What is the value, for example, of having the talent and skills to create a compelling web presence for someone or maybe a training manual for a corporation? Is it the length of time it takes for you to produce it, or the number of pages created, or, how about the number of images used? The answer is . . . D, none of the above. Unfortunately, that's how many service providers price their products and service offerings—as stuff.

I asked Certified Book Yourself Solid Coach Cara Lumen (caralumen.com) for her perspective on the matter because she deals, directly, in ideas and how to make them sell. In fact, as the idea optimizer, she's got it right when she says that "the only way to put a price on ideas is to put a value on what they will produce."

"But it only took me two hours to create it," you might say. How long it takes you to write something, or design something, or think up an idea, or even the amount of time you spend with a client, is irrelevant. What (should) matter to the client is the financial, emotional, physical, and spiritual return on investment your product or service provides—remember, I introduced you to the all-important, life-changing FEPS benefits (financial, emotional, physical, and spiritual). Think about the value you provide.

• How much income will your service create?

• How long will what you create be a productive, useful resource for the client?

• How much pain will you relieve? ...