PRICING
Knowing what to pitch and charge
One of the more common reasons agency owners hesitate to reach out to a new prospect isn't fear of rejection — it's not knowing exactly what to offer. "I could probably help them with marketing" is too vague to price or pitch confidently.
The fix is usually to work backward from the gap, not forward from your full list of services.
Let the gap define the pitch
If a business is missing a security certificate, the pitch is "get your site secure and stop scaring away visitors who see the warning." If they have no way to chat or book online, the pitch is "let customers reach you without playing phone tag." If their Google listing is unclaimed, the pitch is "control what shows up when people search for you."
Each of these is a specific, easy-to-understand offer with an obvious before-and-after. That's much easier to say out loud, and much easier for the owner to say yes to, than a general "marketing services" pitch.
Pricing the specific fix
Single, well-defined fixes like these commonly land in the $300–$1,000 range for a local business, depending on scope. The price isn't really about your time — it's about the value of the problem going away and the owner not having to figure it out themselves.
Bundle when it makes sense
If a business has more than one visible gap, it's often reasonable to bundle two or three fixes into a single offer rather than pitching them one at a time. It's a bigger number, but it's also a bigger, more complete result — and one conversation instead of three.