Pricing for Entrepreneurs: Strange Truths About Money in Business
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About this ebook
What to charge? What if I ask too much? What to do when clients don’t pay up? For anyone running their own business, money issues come up again and again, in both obvious and subtle ways.
"Pricing for Entrepreneurs: Strange Truths About Money in Business" presents unexpected discoveries, paradoxes and renegade advice about pricing from a marketer and business coach with nearly 40 years of observation and reflection.
Enjoy a lessening of your stress over money with unconventional principles based on research, experience and analysis. Learn the psychological and interpersonal dynamics of low prices, high prices, complaints about prices, pricing self-sabotage, why fairness is beside the point and much more. There are no pricing formulas in this ebook, only insights.
Topics addressed include:
·What people don't usually mean when they say, "I can't afford that"
·Why you should shrug when people aggressively try to bargain with you
·Surprising ways in which raising prices can boost sales
·How to respond when others urge you to "charge what you deserve"
·Should you care whether or not your prices are "fair"?
·Why healthy personal boundaries are as essential as smart pricing if you want to make a decent living
After reading, you’ll know how to have a zen, neutral attitude toward money in business, avoiding thinking traps and primed for prosperity.
Marcia Yudkin
Creative marketing expert Marcia Yudkin has an unparalleled ability to find the right words for a message, an unusual angle to get folks to pay attention, and the promotional strategy that pays off handsomely for her clients. Her 16 books include 6 Steps to Free Publicity, Persuading on Paper, Web Site Marketing Makeover, Meatier Marketing Copy and Freelance Writing for Magazines & Newspapers, a Book of the Month Club selection. Marcia's articles have appeared in hundreds of magazines, including the New York Times Magazine, TWA Ambassador, USAir Magazine and Business 2.0. For eight years running, she served as an official site reviewer for the Webby Awards and has helped judge the Inc. Magazine Small Business Web Awards. She has been featured in Success Magazine, Entrepreneur, Home Office Computing, Working Woman, Women in Business, dozens of newspapers throughout the world and four times in the Sunday Boston Globe, as well as on National Public Radio. Her clients range from grizzled entrepreneurs to nervous newly self-employed professionals, from software publishers and ecommerce startups to media companies, associations and independent educational programs. Marcia Yudkin holds three Ivy League degrees, including a Ph.D. in the humanities.
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Pricing for Entrepreneurs - Marcia Yudkin
Pricing for Entrepreneurs: Strange Truths About Money in Business
by Marcia Yudkin
Author, 6 Steps to Free Publicity and 16 other books
www.yudkin.com
Smashwords Edition
Copyright 2020 Marcia Yudkin.
All rights reserved.
Contents
Introduction
I can’t afford it.
Arguing about prices
What about fairness?
Pre-emptive price adjustments
Prices as a signal of quality
Free
is a price
Prices as a spur to commitment
Get paid what you deserve
Barter
Raising fees
What the money is for
Your money boundaries
Paying and consumption
Conclusion
About the author
Introduction
To some, pricing is a matter of formulas. To others, wise pricing depends only on observing your market. To still others, it should involve a super-healthy ego and shameless self-promotion. What I’ve learned from nearly 40 years in business for myself and my coaching of others on business issues is that pricing has to do with a host of psychological, environmental and practical factors that sometimes interact in peculiar ways. Pricing is an art, a science and at times a perplexing mystery.
My name is Marcia Yudkin, and in this ebook, I share insights, observations, discoveries and conclusions from my career as an author, workshop leader, product developer, consultant and business coach. Some of the points here are backed by research, many by comments from colleagues who have had a career similar to mine and others simply by repeated experiences that I did my best to absorb and understand.
If you are a freelancer in any field, a self-employed professional, someone who is launching services or products in an unsettled marketplace or who makes deals with others, these principles will save you a lot of heartache, stress and disappointment. They will probably also help you make more money sooner, with less worry, conflict or anguish.
As you shall see, these concepts enable you to avoid being taken advantage of in business, by savvier operators, your clients and your own feelings. Yet they have nothing to do with taking advantage of others, either, or manipulating them to your benefit. They simply help you cancel the influence of muddled beliefs and assumptions so that you can make smart decisions in a neutral frame of mind.
For better or worse, our culture has attached so many hangups and taboos onto money that it’s not easy to zero out their influence and see your negotiation or marketing situation clearly and practically. Most likely you also imbibed some emotionally loaded beliefs about money from your family, neighborhood and social environment while growing up. These can needlessly upset you and cloud your decision making during everyday business.
Things get a little touchier when people’s religious and political beliefs come into the picture. In what follows, I am not out to convert you to any ideology or any particular moral or even amoral point of view. I happen to believe that humanity would be much better off if we had a more equal distribution of wealth and if we had sturdier social safety nets, but this does not play into the discoveries about money that I am sharing with you here.
Let’s get started now with a conclusion I came to