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There is no such thing as one size fits all pricing

Last updated on January 30, 2023

A guy walks into a car dealership. “I want to buy a car,” he says to the salesperson. “How much does it cost?”

“Well,” says the salesperson. “That depends. A luxury car or an entry-level subcompact? Do you want air conditioning? Satellite radio? GPS? Heated seats? Leather-wrapped steering wheel? Automatic or manual transmission?”

The guy sighs. “Look, I just want to know what the car costs.”

“But sir,” the salesperson says. “There isn’t just one car. I have to know what it is that you want in order to give you a price.”

“I don’t understand why you have to be so difficult,” says the buyer. “I’m taking my business someplace else.”

I live this scenario several times a week. The fact is that there’s no single price for a website, or a slide deck (that’s another issue entirely), or a white paper. The cost depends on a variety of factors. Is it an editing/rewriting job, or is it original content? Is the source material provided, or do I have to track down resources and conduct interviews? Do you check in on project status via email or do you schedule hour-long weekly conference calls? How many rounds of reviews do you want to be included in the project fee?

These elements are like the options on a car: I need to know if you’re looking for the Yugo with crank windows or the Maserati with custom rims. When I ask questions about your project, it’s not because I’m being evasive or difficult; I’m asking precisely because I’m interested in your project and want to know more about it.

Different projects have different prices. Just like cars. Work with your vendor to find the right combination of options to work with your budget.

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