In the movie Moonstruck there is a scene where the main character’s father is telling how he got some yuppies to buy new copper pipes for their new (older) home. He gives the yuppies their options, telling them that this pipe or that pipe are possibilities, but that he doesn’t even use any of them because of their negatives in the long run and he explains those negatives. Finally he comes to copper. Almost sighing he says, “It costs more…it costs more, because it’s worth more” and explains how it will last “forever.” The yuppies look at each other, nod, and he gets the sale.
While I am loathe to make plumber/artist comparisons, there is a lesson to be learned here. Just as in our industry, there are always cheaper options. But if you can articulate the value of your (more expensive) offerings, the right clients will not only understand, they will respect and be eager to buy.
Think about luxury items–real luxury items, not the ones you can get at any fine mall anymore, but things like Maybachs. They make two models–that’s it–and the low-end starts over US$335K. Buyers get put on waiting lists for these (and similar) cars. This holds true for many luxury items. Luxury item companies are making more and more money–profit–than their cheaper counterparts who sell many times more vehicles. Think about all the trouble GM and Ford have been in though they have sold a gazillion vehicles, while companies like Lamborghini QUADRUPLED profits in 2006–selling less than 3000 cars total (please note differences between revenues and profits in those stories, btw).
This is about mindset as much as it is about product. Yes, to be in the upper tier of creatives you need to have strong work, but you also need the mindset that your work is of high value to your clients. Then, your marketing needs to articulate that value.