It’s a lot easier to sell a high-ticket advertising platform if you can calculate for a client the amount of revenue they’re missing out on by not being on the platform.
Client: $1 million is too expensive.
Sales: Yes, I agree, but it’s three times as expensive for you to forego the $3 million in revenue you’re missing out on by not being on the platform.
Client: Oh.
Or, let’s say, something more intangible, like brand. $100,000 sounds like an expensive salary for a full-time brand designer. But the designer pays his salary twice over when your $2 million dollar Instagram campaign increases conversion from 2% to 10% because your ads look that much better.
This is worth keeping in mind especially if you’re trying to sell your services as the brand designer. “I can add $200,000 in revenue,” works a lot better as a value prop than a portfolio of work—albeit, beautiful work—that might not make monetary sense to a CEO or other profit-driven buyer.