Today we are diving into the what, why, when, and how of PRICING GUIDES. Service providers, and pricing guides are a HUGE asset when it comes to helping get potential inquiries to book you, not ghost you, and turn inquiries into raving fans. Pricing guides can elevate the entire experience of your business, make you look professional as heck, help communicate expectations in a clear way, and get more bookings in your door.
They should be doing a LOT more than JUST communicating what you charge. So today we’re diving into everything we know on pricing guides. We cover what a pricing guide actually is, when in your business journey you should first think about making one, how to actually go about making one, AND at the end of this episode we break down everything we recommend you should include in your pricing guide.
What is a pricing guide?
A pricing guide is a branded pdf that lists your packages and collections and introduces your potential clients to the experience of working with you. It’s not just pricing but at the bare bones, that is what it is.
When do you need a pricing guide?
While you don’t necessarily need one from the absolute get-go, we highly recommend making one sooner than later. Many small business owners start off by just listing their packages and pricing in text via their response email. And while that is okay, it technically gets the job done, it doesn’t wow your potential clients, set them up to expect an incredible experience, and it can look unprofessional and/or tacky. You want to elevate and showcase who you are.
How do you make a pricing guide?
You create them pretty much how you’d create any other pdf. We recommend either Photoshop or Canva. But if you’re not knowledgeable about Photoshop then we definitely recommend Canva (Photoshop for dummies).
The good news is you don’t have to make your pricing guides from scratch. You can purchase templates that give you a SOLID headstart on what the layout will be as well as what you should include in your pricing guide. There are a ton of pricing guide templates on the market but our fave is our own. We have pricing guide templates in our Heart Shop. We give you a sample copy of what to include in your pricing guide so you’re set up for success. We make our templates on Canva so you don’t have to purchase Photoshop or any other software to make your pricing guide. Our design is simple and minimal so you’re able to add your own branding to it, colors, fonts, assets, and your own photos to make it your own.
What should you include in your pricing guide?
- A welcome/intro page
- About you – the service provider
- What makes me different/why me
- Reviews galore
- Examples of past work
- Your packages/collections, pricing, and a breakdown of what each of them includes in detail
- Any a la cart add ons they can add to any package
- What the experience will look like in working with you (explaining each step of the way)
- FAQ – answer the biggest questions most clients have so you’re upfront with communication and setting expectations from the get-go
- How to book – directions and next steps following reading this pricing guide
NOTE: It’s okay to repeat a lot of info that might be on your website. Ideally yes you want people to read your website before inquiring but don’t assume they have. Repeat important info that they NEED to know everywhere. In your faq, on your website, in your email copy, in your pricing guide, etc.
Show notes
The Heart Conference Dallas: www.theheartuniversity.com/conference
Pricing Guide Templates
Athletic Greens: www.athleticgreens.com/HEART
Meyer Cookware: www.meyer.com/heart
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