Take a hard look at your website. Can you see what your brand is about? Because no matter how small, your business is a brand. It has a character, and you customers want to see it.
Like a person, to be popular a brand has to offer a unique presence. You want people to perceive you brand as advanced or technical, reliable or whimsical, cool or artsy, no pressure or young, and any other desirable trait your target audience identifies with. You do not want them to perceive your brand as boring or high pressure, outdated or over-promising, self-inflating or tense, or other traits that rub your prospects wrong.
Give me [your prospect] a clear brand identity, and your brand stands to profit from this brave act. Whether it is better price, or superior quality, convey your competitive advantage in a manner that speaks to me, and my search for the perfect provider will be over in an instant. Show your true colors that don't jive with my convictions and beliefs and I will be gone just as fast. Whatever the outcome might be in each and every instant when your brand touches a prospect, believe me [your marketer], you are better off letting your prospects self-qualify themselves as leads than trying to please everyone. Let them choose you, after all they've come to your site with a purpose, they want to be impressed. Allow prospects to connect to your brand because they like what it stands for, and your hard sell days will be over.
Think that higher prices are thinning your prospect pool? It is for the better. Believe that low prices suggest low quality? Your core customer require a bare minimum of quality, and what really matters to them is the low price.
Have you considered that it is not the price resistance or implied lack of quality that is of issue with your prospect pool, but your ambiguous brand positioning? Choose a side, and stand by your decision. Give your brand an identity to build upon. Stop trying to satisfy all tastes and get all customers you can possibly reach without considering first if they are your customers to begin with.
If you deliver quality, which pushes your prices up on the pricing scale for your product or service, then you should target the right customers. And disengage with customers that value price over quality. And vise versa. In each scenario your prospects choose to pay attention to a very different value proposition points they find on your website.
So do yourselves and your business' bottom line a favor, don't over-promise or mislead on your website, because your prospects can sniff hesitance from a mile away, and they will misunderstand your brand if you choose to focus on wrong values.
Deliver an honest, but thoughtful representation of your business, help your prospects pre-qualify themselves. Know your brand and who it appeals to, and why. Focus on those values in your digital and traditional marketing. And let me know how that worked out for you.