I realised that if I charge too little for my services, I will not attract high value clients. On the other hand, if I charge too much, I risk alienating budget-conscious clients. The key is to find a balance that allows you to appeal to both your dream clients and your regular clients, without compromising your pricing or appearing unprofessional by charging inconsistently for the same service. *Leader Tapfuma | WhatsApp Channel* *PART ONE – Pricing* Bundle your service offering. Instead of offering once-off services, consider combining your services into packages with a set price. For instance, a high value client may perceive a $10 CV as being of low quality. However, if you offer a bundled service that includes LinkedIn profile optimization and cover letter writing at a total price of $30, it becomes more appealing. At the same time, a budget-conscious client can still choose to purchase the $10 CV alone. Bundled services tend to blur the perceived value for most clients, meaning the overall price is less likely to raise concerns about whether it is too low or too high. Target your advertising appropriately. In 2024, I ran a marketing campaign on Facebook and WhatsApp platforms under the title Tinogadzira MaCV Manyama – Kutangira pa$4. You can still find the original post by searching the phrase on Facebook. That simple advert marked a turning point in my business. I spent just $10 to sponsor the poster and received over 200 enquiries via WhatsApp Business. While the immediate return was modest—approximately $50 from 10 CVs—the real value came from referrals generated by those initial clients. The key takeaway is that starting with lower prices can help you build momentum and gain visibility. As your client base grows and demand increases, gradually adjust your pricing in a way that reflects your growing reputation and value. Avoid the temptation to become wealthy overnight. Additionally, when seeking to attract high value clients, I often find that simply talking about what I do in their presence, in a confident and knowledgeable manner, is enough to impress them. This idea is further developed in the next section. Deliver high value at every price point. Regardless of how affordable your service may seem, always offer exceptional quality. Never treat a client as insignificant. Every customer deserves to feel valued and respected, regardless of what they pay. Keep evolving. The business landscape is constantly changing. Clinging rigidly to outdated methods can hinder your growth. In today’s era of artificial intelligence and digital automation, you are not only competing with other professionals but also with AI-powered tools. It is vital to strike a balance between tested traditional practices and modern, efficient methods. Stay open to learning and continuous improvement. *PART TWO – The Magnetic Approach* Once you have refined your pricing strategy and positioned yourself effectively in the market, the next step is to learn how to attract high value clients consistently. The secret lies in being confident and unapologetic about your business. Many entrepreneurs remain silent about their work due to past negative experiences or discouraging remarks from others. These comments—such as “Hm-hm, zvipiko”—can undermine your confidence and, in turn, your business performance. It is important to rise above such negativity and speak proudly about your work. Visibility and authenticity are powerful tools in attracting the clients you aspire to serve. I’ve come to realise that if I am ever given the opportunity to speak, I can persuade even the most skeptical minds. This is not just a belief; it is a skill I have developed over more than a decade through consistent learning, from YouTube tutorials to quiet moments of personal reflection and meditation. One important lesson I have learned is the value of refining your pitch. As entrepreneurs, we must know how to introduce our businesses in any environment, whether at a pub, at church, or when engaging with respected individuals, all without disrupting the natural flow of conversation or appearing intrusive. The goal is to present your value with subtlety, clarity, and confidence so that your message resonates without overwhelming your audience. *PART THREE (My rules of the game)* 1. Price with Purpose, Not Panic: Avoid pricing emotionally or out of fear. Your price is not just a number; it is a message about the value you believe your work delivers. Set your price to reflect confidence, strategy, and the market you aim to serve, not desperation or insecurity. 2. Let Simplicity Win Attention: Simplicity is underrated. Whether it's how you explain your service, design your marketing, or structure your offers, the clearer and simpler it is, the faster your audience will respond. Avoid jargon and make your offer feel accessible to the person hearing about it for the first time. Simplify the whole process from payment to after sales services. 3. Be Presentable in Any Room: You should be able to introduce what you do confidently whether you're among friends, in a corporate boardroom, or you're at a roadblock, speaking with the police. Learn how to enter conversations without disturbing their rhythm but still leaving an impression that lasts. 4. Build Services that Blur the Price Line: Strategically combine your services so clients focus on the overall value rather than line-item costs. Bundled offerings not only help you increase earnings per transaction, but they also appeal to both budget and premium clients without feeling like two separate pricing systems. 5. Start Low, Scale Strategically: Early in your journey, don’t fear charging low to gain traction, testimonials, and referrals. But attach an internal timeline to this phase. Gradually and justifiably raise your pricing as the market begins to trust and demand your service. 6. Speak Like Your Next Client is Listening: Every conversation, online or in-person, is an opportunity. Train yourself to speak naturally and subtly about what you do, as if your dream client is always within earshot. You are not selling, you are introducing possibilities. 7. Let Results Do Your Marketing: Prioritize service delivery so good that your clients do the advertising for you. A well-served client is a walking billboard. Even if you undercharge them, the ripple effect of good service can be your most powerful, and free-form marketing. 8. Know When Visibility Beats Perfection: Your poster doesn’t have to be perfect, your website doesn't have to be world-class, and your pitch doesn't have to be flawless. But you do have to be seen. Publish, post, promote. No one can buy from a business they don’t know exists. 9. Stay a Student, Not a Slave to Trends: Adapt, but do not abandon your identity. Trends come and go, but your core offering should remain grounded. Learn from modern tools and methods like AI, but don’t chase every shiny innovation without a strategy. 10. Protect Your Confidence Like Capital: Your confidence is a core asset. Negative comments, rejections, or low-turnout days will test it. Stay grounded by tracking your wins, however small, and reminding yourself why you started. Self-belief is not arrogance—it is survival. Written by Leader Tapfuma, your Career Catalyst. 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