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Estd 4.22.2023
Based on our saas pricing book, Price to Scale, the key is to design your pricing page to clearly communicate your value rather than simply comparing prices head-to-head with competitors. Here are some points to consider:
• Focus on Value: Our book emphasizes that a pricing page should highlight the value and benefits your product delivers. Rather than drawing explicit comparisons, you can demonstrate how your pricing structure aligns with the unique needs and outcomes your customers experience.
• Clarity Over Comparison: While it might be tempting to list your pricing advantages against competitors, Price to Scale advises using techniques like summarizing key features, tiers, and use cases. This approach helps potential customers understand your value proposition without getting sidetracked by direct competitor comparisons.
• Tailor Your Messaging: Depending on your market and target audience, you might subtly emphasize advantages such as superior features, flexible packages, or additional services. However, the goal should be to communicate why your product is the right choice—not necessarily to focus on what competitors are doing.
• Avoid Unnecessary Complexity: Highlighting pricing advantages may open up areas for debate or require ongoing updates if competitor pricing shifts. Instead, concentrate on building a strong, transparent pricing structure that supports your broader sales and marketing efforts.
In summary, as discussed throughout Price to Scale, especially in sections detailing pricing page design, it is often more effective to focus on clearly communicating your own value rather than directly highlighting pricing advantages over competitors. This strategy not only keeps your messaging focused and consistent but also lets your product’s strengths speak for themselves.