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When a value is perceived, presentation trumps price.In February of 2019, I launched a new side business called Podcast Branding. I started this side business because I wanted to put into practice the advice I shared in episode 54 and episode 93 of the podcast, as well as my interview with Craig Burton in episode 174 on niching down your design services.
Before starting Podcast Branding, I had been designing artwork and websites for podcasters for several years. Still, I was but one of the hundreds of general designers who dabbled in the podcast space. At the beginning of 2019, I decided to take that dabbling more seriously and focused my efforts on becoming known as a designer specializing in the podcast space.
How did I do it?
Did I take specialized courses to become a podcast design specialist? No.
Did I undergo podcast design certification? No.
Did I hire a podcast branding coach to show me the way? No.
All I did was launch a new website and start telling people in the podcast space that I specialize in podcast branding. All of a sudden, people that knew me started passing my name around more and more often, and shortly after that, people who didn't know me but had heard of Podcast Branding started sharing it whenever someone asked about podcast artwork or websites.
This proves how valuable niching can be. People are sharing my name not because I'm a designer who can help, but because I'm a designer who specializes in podcasting.
Presentation Trumps Price
In October of 2019, a very respectable podcast hosting company released a great blog article on how to design stunning podcast cover art. The author knew that not everyone would be comfortable creating their own cover art, so he listed five sources people can use to have podcast artwork designed. Podcast Branding was one of them. The other sources listed were Fiverr, 99designs and three “independent” designers, including Podcast Branding.
Side note: This is another benefit of niching. The author included Podcast Branding in his article because I focus on the podcast space. If I had a generic graphic design website, it wouldn’t have made the list.
Since that article came out, I’ve seen a spike in cover art orders through my website. The order form on my site asks the question, “How did you hear about Podcast Branding?” and over a dozen people so far have told me it was through that blog article.
When the author listed the five design sources, he included the price each source charges for podcast cover art, of which Podcast Branding is the most expensive. But if I'm the most expensive, why have I received over a dozen orders for podcast cover art in the past two months? I asked each new client that exact question. Of the five services listed in the article, why did you chose Podcast Branding?
Do you know what they said? Of the five services, my website looked the most professional and gave them the most confidence. Over a dozen people were willing to place an order, knowing I was more expensive than the other four services, solely based on how my website looks. It's my presentation. It’s the perceived value they get from ordering through me.
The clients told me why.
Here are some of the comments I received from these new clients.
“I wanted to deal with a professional, and I got that from your website.”
“I wanted to work with someone who understands the podcast space, and your site clearly indicated that you do.”
“Your website looked more professional than the others.”
“I wanted to deal with a real designer, not someone on Fiverr or 99designs and your website impressed me more than the other two designers listed in the article.”
Even though I’m the most expensive service listed, the perceived value of what I offer was enough for over a dozen people to invest a bit more of their money with me to get their artwork designed right.
I have no way of knowing how much new business the other four sources received from the article. Maybe they got more than me. But I don’t care about them; I care about me and my business. And I’ve proven to myself that what I’m doing is working.
The point I’m trying to get across here is that even if your prices are higher than others, people are willing to invest in you for the perceived value of what they will get in return. So how are you presenting yourself? Are you making sure you portray your professionalism? Do you instill confidence in your abilities?
Take a bit of time and look over your website and marketing material and see if there’s anything that can be improved.
And while you’re at it. Why not raise your design prices. If you present yourself as worth the value, people will be willing to pay your higher rates.
Resource of the week Resourceful Designer Community
January is the perfect time of year to take charge of your design business future, set goals for yourself, create a visual path to follow, acknowledge your career ambitions and figure out how to reach them.
The start of a new year, heck, the beginning of a new decade is the perfect time to get that ball rolling. And the Resourceful Designer Community is the ideal group to help you achieve your dreams.
The Resourceful Designer Community is a small, intimate group of designers dedicated to growing their respective design business AND helping fellow community members grow theirs.
Not a day goes by that community members are not sharing ideas, asking for advice or offer help. And we love sharing in the achievements of others, whether it's the approval of a small design job by a difficult client or the success of a design presentation ending with a contract. We’re there for each other. And we can be there for you as well.
If 2020 is going to be your year of growth, then why join a community of people willing to help you grow. Visit, resourcefuldesigner.com/community and become a member today.
Help nominate Resourceful Designer for the 2020 Podcast Awards.
If you enjoy the Resourceful Designer podcast, please help nominate it for a 2020 People's Choice Podcast Award. Once on the site click the line that reads "CLICK ME TO NOMINATE MY FAVORITE PODCASTS". Then select Resourceful Designer in both the Arts and the Education categories. Feel free to chose your favourite podcasts from the remaining categories.
If you're not sure who to select in the Sports category, Wayne Henderson, the voiceover guy you hear at the beginning of every Resourceful Designer episode, hosts the Packers Fan Podcast also on the nomination list.
I would love to hear from you. You can send me questions and feedback using my feedback form.
I want to help you.
Running a graphic design or web design business all by yourself isn't easy. If there are any struggles you face running your design business, please reach out to me. I'll do my best to help you by addressing your issues in a future blog post or podcast episode here at Resourceful Designer. You can reach me at email@example.com