Should You Lower Your Prices to Get More Orders?

Lowering your price rarely fixes a slow-orders problem on its own: it requires a large volume increase just to hold your income flat, it can signal lower quality to followers, and it does nothing for the friction, positioning, or visibility issues that often cause slow orders in the first place. Fix the underlying cause before you touch the price. Custom Work lets you offer clearly scoped commissions and services: you set the price, the scope and the delivery time, and followers submit a brief and pay before you start.

No monthly fee, you only pay a small platform fee when you get paid. 8% platform fee when a follower pays for work, 5% platform fee on tips and goals. Card processing is separate. pricing

If you only have a few followers, it may feel too early to charge, but Brillay has no follower minimum and nothing to apply for; test a clearly scoped offer before assuming the audience is too small or the price is too high. Before cutting, treat the slowdown as a diagnosis problem and check three other candidate causes first: visibility (followers never see the offer), unclear scope (followers can't tell what they get), and friction (too many steps between "interested" and "paid"). That three-item checklist is Brillay practitioner guidance rather than survey data — we have not published creator-survey figures on why orders slow down, and no public dataset breaks creator-offer slowdowns into those causes. The point of the checklist is that a lower price papers over all three without fixing any of them.

Does a lower price actually bring in more orders?

Usually yes, but rarely by enough to pay for itself. Across 1,851 measured price elasticities drawn from 81 studies, the average price elasticity of demand is −2.62, implying that a 10% price cut lifts unit sales roughly 26% on average (Bijmolt, van Heerde and Pieters, Journal of Marketing Research, 2005).

"The overall mean price elasticity in our meta-analysis is −2.62 (median = −2.22, standard deviation = 2.21)." — Bijmolt, van Heerde and Pieters, "New Empirical Generalizations on the Determinants of Price Elasticity," Journal of Marketing Research 42(2), 2005

Important limitation: that −2.62 average is drawn overwhelmingly from packaged goods and retail categories with substitutes on the next shelf, not from one-person custom work. A follower who wants a Personalized Video from you cannot substitute a cheaper creator the way a shopper substitutes a cheaper brand of coffee, so treat −2.62 as an upper bound on how responsive your own demand is likely to be, not as a forecast.

Demand for a specific creator's paid question, service, or Personalized Video is also shaped by trust and perceived value, not price alone. A 2021 peer-reviewed review of purchase-intention research found that price level is one of the strongest cues consumers use to infer product quality, and that unusually low prices can lead buyers to attribute the low price to some inferior or "dubious" quality of the product rather than to a genuine bargain (Levrini et al., "The Influence of Price on Purchase Intentions," 2021, PMC/National Institutes of Health). For a one-person creator offer with no brand history to fall back on, that quality signal matters more, not less, than it would for an established retailer.

How much more volume do you need to break even on a price cut?

More volume than most creators expect, because a price cut comes out of profit per order, not revenue. The break-even arithmetic is one line: break-even order increase = old profit per order ÷ new profit per order − 1. On a $50 offer earning $30 profit, a 30% cut requires 100% more orders (arithmetic).

Every row above is that one formula applied to a hypothetical 60% margin: $30 ÷ $25 − 1 = 20%, $30 ÷ $20 − 1 = 50%, and $30 ÷ $15 − 1 = 100% (arithmetic). Compare those requirements to the research benchmark: a 30% cut needing 100% more orders implies a price elasticity of about −3.3, steeper than the −2.62 average across 1,851 elasticities reported by Bijmolt, van Heerde and Pieters in the Journal of Marketing Research in 2005. A 10% cut needing 20% more orders implies an elasticity of only −2.0, which is well inside that benchmark — so small cuts can plausibly break even while deep cuts usually cannot. And that extra volume has to actually be deliverable — if you're already close to a comfortable ceiling, worth checking how to cap the number of custom orders you take in a month before chasing a discount-driven surge you can't fulfill on time.

Your own profit per order is not $30 unless your fees say so. Brillay has no monthly fee and charges an 8% platform fee when a follower pays for work and 5% on tips and goals; Stripe's published US rate for a domestic card payment is 2.9% + 30¢ per successful transaction (Stripe, Pricing & Fees). Subtract both from your listed price before you run the break-even formula.

What does a lower price signal to followers who are already considering the offer?

A price drop with no stated reason can read as an admission the offer was overpriced. Price does carry a quality signal, but a modest one: across 54 measured effects, the average price–perceived-quality correlation was about 0.27 (Rao and Monroe, Journal of Marketing Research, 1989).

That 0.27 correlation is the honest version of a claim creators often state too strongly. Price is a real but weak proxy for perceived quality — it explains a small share of how buyers judge an offer, not most of it. So treat "my followers read my price as a signal of how in-demand I am" as a hypothesis to check on your own page, not an established fact. Two ways to check it: ask three followers who bought recently what the price told them, and watch whether an unexplained drop changes the mix of questions you get before purchase.

A price cut is also not one single move. An unexplained, permanent cut on an offer that already has orders coming in is a different decision from a clearly labeled, time-boxed promotion, and the difference changes how followers interpret the new number.

Is it okay to advertise a "was $X, now $Y" discount?

Yes in the United States, provided the "was" price is genuine. The Federal Trade Commission's Guides Against Deceptive Pricing require that a former price used in a discount comparison be an actual price offered to the public on a regular basis for a reasonably substantial period (16 CFR § 233.1).

"If the former price is the actual, bona fide price at which the article was offered to the public on a regular basis for a reasonably substantial period of time, it provides a legitimate basis for the advertising of a price comparison... If, on the other hand, the former price being advertised is not bona fide but fictitious... the 'bargain' being advertised is a false one." — 16 CFR § 233.1, FTC Guides Against Deceptive Pricing

The FTC rule binds US advertising; creators outside the United States are subject to their own national pricing-disclosure rules, which vary by country, so check local guidance rather than assuming 16 CFR § 233.1 applies. Practically, a temporary, dated discount on a service or shoutout you have genuinely sold at the higher price is fine to advertise as a sale. Marking a price up for a day just to immediately "discount" it back down is the kind of comparison the FTC guide exists to prevent. A better pattern for a dated sale is discounting scope, delivery time, or an add-on rather than your base price — see running a commission sale without undervaluing your work for how that gets scoped so a sale weekend doesn't reset what followers expect to pay afterward.

What actually drives orders besides price?

Clarity, trust, and low friction between interest and payment. In Baymard Institute's survey of US online shoppers, among those who abandoned a cart for a reason other than browsing, 40% cited extra costs (shipping, tax, fees) being too high and 17% cited a checkout process that was too long or complicated (Baymard Institute, cart abandonment research).

State the limitation plainly before applying those numbers: Baymard's figures come from e-commerce cart-and-checkout research on retail shoppers, not from research into creator offers, paid questions, or Personalized Videos, and no equivalent study of creator-offer abandonment exists publicly. The transferable lesson is directional — surprise costs and long forms cost sales — not that 40% and 17% describe your followers. Baymard also reports an average documented cart abandonment rate of 70.22%, calculated across 50 different studies, and finds that 42% of US online shoppers have abandoned a cart because they were "just browsing / not ready to buy" — a reminder that a large share of non-buyers were never price-sensitive shoppers at all.

On Brillay, the request and the payment happen on the creator's page in one flow; followers pay by card as guests before you start — no live call, no scheduling (how it works). Before cutting a price, check whether the offer's title, description, and delivery time are clear enough for a follower to decide in a few seconds — scope the listing so the price reads as fair rather than confusing, and see whether you should show your prices publicly if the hesitation you're seeing traces back to followers not knowing the number before they click through.

When does a price cut make sense for an established offer?

A price cut makes sense when it corrects a real mispricing or funds a dated, clearly labeled promotion — not when it is a quiet reaction to a slow month. Correcting a mispricing means the original number was set with no data at all, or the scope and delivery time have since shrunk below what the old price promised. A slow month tied to your own followers' finances is a related but separate question — see whether creators should adjust prices during a bad economy for how that decision differs from a plain response to lagging orders.

A quiet, permanent cut made only because orders slowed down, with no other change to the offer, is the weakest option in that table: it treats price as the default lever while costing the most margin and being the hardest to undo.

What should you do instead of lowering your price?

Before lowering the price, spell out one fixed deliverable, your fixed price, and your delivery time; followers pay before you start, with no follower account needed. Tighten the listing so scope and delivery time are obvious, add a lower-commitment option beside the paid one, and confirm the link is posted where followers already spend time. The four tactics below are Brillay practitioner guidance, not survey findings.

• Add one-time support, not a membership or a lower price on the same offer. Put Tips beside your paid questions, Personalized Videos, or custom work in the same Brillay link so supporters can send a one-time thank-you, with nothing to deliver in return.
• Tighten the scope and the listing copy. For commissions and paid custom work, say exactly what the client gets and what is excluded, with one delivery, so a low price does not turn into endless extra work.
• Check where the link is actually posted. An offer nobody sees produces the same flat order count as an overpriced offer, so confirm the link is in your bio and pinned posts before concluding the price is wrong.
• Test with a small group before rolling out a permanent change. A short, dated promotion for a specific cohort tells you more about real demand sensitivity than guessing and cutting the sticker price for everyone. (what to do when a follower tips way more than expected)

Frequently asked questions

Common questions about cutting creator prices: Brillay's 8% platform fee on follower-paid work and 5% platform fee on tips and goals stay the same when you change a price, a genuine dated promotion differs from a permanent cut under US rules, and Paid Questions, Personalized Videos, and Custom Work can each have their own price and delivery time.

Will a lower price get me my first few orders faster?

It can help for a genuinely new offer with zero track record, which is a different case from an established offer with orders already coming in. If you do run a dated sale, discount scope or delivery time rather than your base rate — see running a commission sale without undervaluing your work.

Does Brillay's fee change if I lower my price?

A lower listed price means a lower fee in dollar terms, but the 8% platform fee on follower-paid work and 5% platform fee on tips and goals do not change with price.

Is a time-limited discount different from just lowering my price?

Yes. Under 16 CFR § 233.1, the FTC's Guides Against Deceptive Pricing, a clearly dated discount advertised against a real prior price is a legitimate comparison, while a fictitious former price is not. A permanent cut has no expiration and typically needs a real reason — a mispricing or a scope change — to make sense.

What if I already lowered my price and orders didn't increase much?

That outcome suggests the slow-orders problem probably was not price. Check visibility (is the link actually in front of followers), listing clarity, and checkout friction before cutting further, and note that a 10% cut needs about 20% more orders just to break even on a 60% margin (arithmetic).

Can I set different prices for different offers on the same Brillay page?

Yes. You set the price and delivery time for each offer — Paid Questions, Custom Work, and Personalized Videos can each have their own price on the same page.

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