When it comes to pricing, being in the middle is a dangerous place to be.
Not only does it mean you’re not the most convenient option (i.e., the cheapest), you’re also probably not the best option either.
When you price in the middle, you don’t appeal to the price shoppers nor the value shoppers. You’re stuck in the middle.
But at the same time, you still put yourself in competition with both groups, yet you don’t have a leg to stand on in terms of what they care about.
When people badly want a result, they almost always pay for the more expensive options available.
The more important something is, the less likely people are to take a chance on the cheap option. Price is a signal of quality.
When people feel like your category of solution is a commodity, they’ll go for the less expensive options. After all, they’re interchangeable, right?
You don’t want those clients.
Price things on the high or low end depending on the situation, but avoid pricing in the middle.
It’s a trap.