The story of the price.

How much does it cost to make?

That's what most artists and freelancers ask when they are trying to price their products and services. The only useful insight here is that price should not be less than the cost. But beyond that, they hardly matter.

The customer isn't buying what it cost you, or the effort you put into it, or the hours it took. They are not even buying the years it took for you to learn how to make what you make.

The customer is buying a story. A story they will tell themselves. A story they will tell their spouse, friends, colleagues, boss or maybe even the world.

If the story resonates with them, they will pay whatever it takes for them to not lose it. If it's beyond their pocket, they will find ways to get there sooner or later.

What is the story you are selling? What does your work make them feel?

Is the story worth the price? Is the price worth the story?