In premium product marketing, price is more than just a number on a tag; it has evolved into something much more compelling: a story to tell, an experience to sell, and a perception we can shape. The words you choose can turn a high price into a desirable investment or a deal-breaker.
Consider this: if you have two identical products, one simply labelled as expensive and the other framed as an investment in quality, which one do you think customers would prefer? The language we use can completely transform how people perceive our products, especially in the premium market.
Why words matter in price perception
Today’s consumers are more sophisticated than ever. They’re buying products and investing in experiences, stories, and meaning. In this context, language acts as a bridge between a customer’s emotions and your product. In the luxury industry, this is pure gold because your customers aren’t just looking for functionality—they’re searching for something that makes them feel special.
Describing something as expensive tells a short and uninspiring story. But calling it valuable opens the door to a rich narrative filled with exclusivity, superior quality, unique experiences, and much more. It’s the difference between a cost and an investment in oneself.
From expensive to valuable: the power of storytelling
Shifting the perception from expensive to valuable is more than just playing with words. It’s about building a complete narrative supporting every product aspect. Think about the exceptional materials, the craftsmanship, and the durability you offer. Each of these elements is a piece of the puzzle that justifies the price and builds value.
Customers willing to pay premium prices need emotional and rational reasons to justify their investment. This is where a well-crafted narrative makes all the difference. Brands that master this emotional connection don’t just sell expensive products—they sell unique experiences.
Case study: brands that have mastered the art of language
As WWD’s article “Why Is Hermès So Expensive?” points out, Hermès doesn’t sell handbags—it offers pieces that are true works of art, crafted by expert artisans who dedicate countless hours to perfecting every detail. When you buy a Birkin, you’re not just spending money on an accessory but investing in a timeless work of art that will last for generations.
This narrative choice reinforces their premium pricing strategy. Customers can justify paying thousands for Birkin because they perceive it as a symbol of exclusivity and quality. Changing how we talk about products also changes how people perceive them.
Hermès’ approach is a blueprint for any business. How do you describe your products or services? What emotions do your words evoke? A dry, technical description can make something seem expensive, but a compelling copy highlighting quality, impact, and value can make it a desirable investment.
Building a valuable brand: language as a pillar
The perception of quality and exclusivity that luxury brands enjoy didn’t appear overnight—it was built over time, and words were the foundation of this construction. Consistent and emotionally engaging language creates a strong brand identity and builds the trust needed to justify premium pricing.
Consistency is key. If your brand speaks of exclusivity on Instagram but sounds like a discount retailer on your website, you’re sending mixed signals that can affect customer trust. The perception of value must remain consistent across all touchpoints.
Key strategies to shift price perception from cost to value
A strategic approach to price communication can transform how customers perceive your product. Here’s how to do it:
- Highlight what makes your product unique and special. Don’t just list features—tell the story behind each one.
- Create emotional connections. Use words that humanise your product and connect it to your customers’ aspirations and experiences.
- Master the art of storytelling. Position your product as part of a bigger narrative that resonates with your audience’s values and desires.
Ultimately, shifting the narrative from expensive to valuable is a fundamental strategy for building a premium brand. Words justify the price, transforming a product into a desirable and meaningful experience.
Take a moment to reflect on how you describe your product today. Changing price perception starts with changing the way you talk about it. With the correct language, you can justify pricing, strengthen customer connections, and position your brand as a benchmark for value and exclusivity.