How to Maximise Value with Print: A Guide to Elevating Your Pricing Strategy

Would You Like to Charge More for Your Services? Here’s How

This article is all about costs.

Not the business-critical products and services you buy but the ones you sell.

Your organisation focuses on quality, so communicating that message should be simple and streamlined. But, it may not be. With over 30 years’ experience in print marketing, we recognise that perceived value counts for practically everything.

Based on knowledge gained from working with hundreds of clients since the early 1990s, here’s our guide to potentially raising your stakes.

A Question – with No Answer Needed

This is a rhetorical question: as a decision-maker in your business, would you like to charge a higher price – not just for one service stream, but for all of them?

Well, yes, you would; if you could, that is. Who wouldn’t? Undoubtedly, it’s a robust growth indicator. However, it’s not as straightforward as it sounds. In a competitive business environment, the default stance often involves a race to the bottom, and that includes costs. You don’t want to scare people off. You’re asked to lower fees. It’s a heart-sinking feeling. And, in a worst-case scenario, your would-be customer goes to a more “affordable” competitor.

Here, “buy cheap, buy twice” springs to mind and someone will always do it cheaper than you.

Your lost customer may come back to you when things go pear-shaped with the other guys, but you’d prefer that not to happen in the first place.

Here’s What We Know About Higher-Priced Services

Consider the following favourable scenario:

You are pitching for new business.

If you have demonstrated that your business fully meets your prospect’s needs and your branding is on point, there’s a strong chance they will buy from you. Why? Because the price that someone is willing to pay for your services is NOT necessarily due to your offer per se. It’s the sum they will agree to based entirely on apparent value.

Often, despite your hard-bargaining client, your other VIP client – the one you really want, will tend not to haggle. If you can demonstrate your worth and offer an amazing customer experience, you will subtly implant confidence and trust. Price will become irrelevant. You’re solving a big problem with big outcomes.

And that all starts with perception. A first impression can be a lasting one.

So, how do you charge more for your services?

Apart from being an excellent business, that is.

The answer could be as simple, or as tricky as your marketing and branding. In other words, how you communicate and the feelings you evoke.

Research Your Marketplace – And Your Own Company

Now is the time to brand-build. It’s essential to know who your audience is. An obvious process, of course, but one that is often missed in the hurry to go to market.

Putting yourself in a position to charge more starts with clearly understanding why customers should choose your business rather than your competitors. And then – getting that message across consistently. After all, if you’re not clear about what distinguishes you, how can you expect your prospects to know?

Know How to Reach Your Target Market – With Print

Yes, digital marketing is here to stay, and if done well and consistently, will always meet its mark. It’s a fabulous tool for most of the people most of the time.

However, if you’re taking your message to a higher level, print marketing is the way to go – especially brochures. Here’s why:

  • People spend more time absorbing information in print and can recall what they read more quickly and confidently. This take-your-time approach is ideal for considered-price services as it enables space and reflection.
  • Print is highly credible. In Xpress Group’s view, there is something special about the legitimacy of a printed brochure versus the often-ephemeral nature of a social media and, sometimes, even an email marketing campaign. A brochure can connect with an audience, creating trust and confidence in your services. Why? Because it shows respect for the reader, and demonstrates your understanding of investing in the type of marketing that will appeal directly to them.
  • Print lasts longer. If of interest, your brochure could take up semi-permanent residence on your customer’s desk, ready for review, a re-visit, and to be shared with a colleague.
  • Brochures are tangible. You can touch and feel them.
  • Less print equals more for you. In other words, the old has become new again as traditional printed marketing collateral takes to the stage. In other words, with more companies taking their marketing online, your business will stand out. In the best way possible. And, should you wish to increase your pricing, the message could not be clearer: we are different, and offer the high-quality services you need and deserve. (And, we are not cheap.)

Upscale Your Print Marketing – Brand Visuals

So, we’ve established that print marketing could be your most powerful strategic ally surrounding costs.

But, what does “more expensive” actually look like? Subconsciously, most of us already know this but may not have recognised it in real terms. You already understand that the look and feel, words, layout, and design of a brochure will significantly impact your target audience’s response.

Your print marketing should enhance and build your reputation. So, think about the following ideas in your printed collateral:

  1. Less is more. Don’t give everything away; you may want to entice your reader to contact you with what could be buying signals.
  2. Your choice of materials and finishings will be critical: thicker, silk-coated paper and a laminated gloss or matte finish add a touch of style, and you could combine it with spot UV varnish for extra elegance. Contact Xpress Group to discuss what will best suit your brand.
  3. Colours and fonts; they’re a pivotal part of the layout that will instantly turn your high-quality brochure into a luxurious one. Dark blue and grey are “posher” than bright red or vivid green, for example. In fact, darker shades in general can be more visually appealing when upping the ante.
  4. Again, ask us about fonts and typefaces. Geometric sans serifs are a popular choice for high-end products, for example. However, top tip if we may: don’t mix them up. Stick to a single font, and ensure its consistency across all your branding.
  5. Text. Don’t overload your brochure with words. But, simultaneously, the copy must be elegant, simple and “calm”. And, offer enough precise, concise and audience-focused information. Consult a copywriter if you’re unsure; once it’s gone to print, it’s a done deal and that awkward, clunky sentence will come back to haunt your dreams.
  6. Map out your sections clearly to take your customers on an easy, natural journey and keep them engaged.
  7. Think carefully about your images and photographs, as they will almost do most of the talking for you. They must be immaculate, not least because pictures on paper can look a lot sharper than those on the web. A professional is by far your best bet here. Do not DIY.
  8. Xpress Group thinks that a cover letter is always an excellent idea. Here’s why: it elevates your approach to another level. Always sign each letter individually (if you can), make sure that the words are all on one A4 page and that you address a named recipient at the top of the letter. This way, you’re cutting your cloth to impress the people you need to reach.

Our Final Thoughts

Generally, we pay for a superior product and are happy to do so if we think it will deliver on its promises. Some things simply look more expensive.

Consider two bottles of wine. The one with a high-end label may taste better, perhaps? Or at least you think it will. The other – not so much. Visually and through touch, the human brain works hard and fast. It makes immediate, snap decisions. And, a lot of instantaneous judgemental choices, too.

Should you wish to increase your pricing, it’s worth contacting us to find out more about how print can positively impact your customers’ perception of the value you offer.

We offer an all-in-one solution: in-depth branding expertise and can print your brochures, leaflets and other materials to the highest standards.

Value is everything. What does your marketing say about your organisation?