Yep, you heard it right! Investing in professional website copy means being able to charge more for your services. Like most things in life, the more you put into your website copy, the more you get out! So, if you invest in a professional website copy, you’ll soon be able to boost your bookings and increase your income.
Increasing what you charge can be daunting. As a fellow service provider, I found pricing was one of the most challenging things to navigate. And even still, I question whether I’m charging competitvely. But that’s a topic for another time. Today, I want to talk about your pricing and how professional website copy influences this.
Perceived worth
What we’re willing to pay for a product or service depends on our perceived worth. For example, I’d be willing to pay a lot of money to see my favourite brand, and there are a few reasons for this:
- I have an emotional connect that outways almost any monetary requirement
- They rarely come to the UK
- I know the experience will be one of the best of my life
- I adore their music and think they’re endlessly talented
For someone else, there’s probably an exact price they’d pay to see the same band ($0, $100, $500+).
We all attach value to things.
But, as a society, we also attach value to things. And this is the value your brand can influence.
Macbooks are expensive. There’s no denying it. Apple’s laptop is significantly more expensive than others on the market. But, a high price tag has become part of Apple’s brand. And, we view Macbooks as worthy (for the most part) of this price tag. Whether you’d pay it or not, you expect this appliance to cost more.
The same applies to designer labels. You expect a Chanel handbag to cost a lot. Yes, because the quality and materials should be superior. But also because of the legacy of luxury, this brand attains. To this day, Chanel is known as a high-end brand, thus an expensive product.
And these associations didn’t just happen— people created them. Businesses develop brands with the intention of them being luxury and costing more. And you can do the same for your business.
DIY devalues your luxury services
It’s clear when you’ve had professional work on your copy. Unless you’re an incredible writer who’s dedicated to learning and developing your copywriting skills, people know when you’ve DIY-ed. And if you’ve done it yourself, this signals you don’t have money to invest. And, so your business doesn’t have high worth and isn’t worth the price tag.
It might not seem fair, but it’s the way it is.
Building an elevated brand that reflects your luxury services
The good news is that you can build a brand reflective of your luxury services (& price tag).
As we’ve established, people pay according to their perceived worth, so you (or your copywriter) need to convince them your luxury services are worth their price.
Don’t forget design!
There are a lot of components to this. There is no point having incredible copy if your design lets you down, and vice versa. If you’re building a luxury brand, you need to be cohesive.
My favourite hack is to purchase stylish, luxe templates. These Canva templates and Showit website templates from Tonic are my current faves (don’t forget, you can get 15% off with the code CopycatStudios15).
However, as a copywriting agency, I’ll be talking about using brand voice & messaging to convey value in this blog post.
Developing a signature brand voice
A common misconception is that luxury brands require a formal tone of voice. I’m a steadfast believer that you need a signature tone of voice, but it doesn’t need to sound like a fifty-year-old middle-class British man. An identifiable tone of voice that makes you stand out means commanding authority, boosting brand awareness, and building trust. This voice shouldn’t be overly casual, but it shouldn’t be falsified or unnatural either.
Lots of the brands I work with desire an elevated and sophisticated tone of voice that’s still personable and approachable— this might be the sweet spot for you too.
Crafting your brand messaging
Brand messaging is what you say to your potential clients. When crafting your brand messaging, you always need to convey the value of your luxury service.
A professional copywriter will hone in on your unique selling point (what makes you better than your competitors, aka worth more). They’ll address the transformation you provide (this is why people really spend money). And continue conveying the value of your service across every piece of copy (repeat your value in your branding and marketing, and others will begin to see it).
You need to sound like a luxury brand for people to believe you are one, and this comes from your voice and messaging.
Professional website copy is essential to building a luxury brand that reflects your high-end services. But it can take time, awareness, and dedication to develop this brand and influence people’s opinions. If you need help with your copy & content, you can browse my service here (& feel free to drop me a message with any questions you have!)
And if you need assistance with the visuals, I can’t help but shout about my newest obsession, Tonic. Use code CopycatStudios15 for 15% off. And don’t forget to let me know what you buy!
