Talk prices not costs

The language you use defines you…

STANDSTILL agencies talk about costs
STANDOUT agencies talk prices

So many agencies – often led by their clients – adopt the language of a submissive supplier. They supply “project costs”, provide “cost estimates”, work up “costings” etc.

Clients pay your prices not your costs. Costs are something they incur (not something you charge).

STANDOUT agencies talk about prices, fees, investment. These words are the language and confidence of a sought after expert. Costs are the words of a commodity provider.

Your costs are your software subscriptions, heating bills, rent etc. Its internal language used by all businesses. Remove it from your external client-facing vocabulary.

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