I think the term high-end is an umbrella generally used to communicate attributes like those listed above and others. It’s an expression some SWs use as part of a marketing strategy but more often I see clients using it to classify providers and this has its pros and cons. Some will say it articulates luxury, while others find it alienating and exclusionary. Some clients will use it to mean professional while others use it for derogatory purposes to mean “over-priced” or elitist.
I’ve noticed that clients sometimes impose this term on providers who don’t specifically define themselves as high-end, so it may have a different meaning on the client-side than for the provider. For example, I don’t think I’ve ever used it in my marketing (I’ve used “upscale” to describe my locations) but see I was added to the high-end list this week. That’s fine, it’s just not how I would put myself out there and as others have said, not a term I love.
I wouldn’t say the use is arbitrary and therefore meaningless but it’s probably more subjectively personal or at least tribal than anything; your Jaquar might be my vintage Porsche or his souped up Mustang. And in the end many of us drive really practical cars that are reliable and can handle the harsh Canadian winters!
In defence of what could be called “high-end” marketing, of course it’s not an automatic that glossy advertising equals a great experience for you nor the reverse —but that doesn’t make it all smoke and mirrors either. The most effective marketing is so because it’s both appealing to and accurate for the target audience. And in fact, marketing has intrinsic value in the form of enticing images, easily accessible information and an opportunity to engage directly with a provider which is a part of a whole experience many clients seek out and enjoy. In other words, interacting with a provider’s marketing can be a pleasure in and of itself. It has a value and it also comes at a cost.
All this being said, marketing (“high-end” or not) is a pretty critical tool providers use to improve business outcomes by communicating our strengths, reaching a desirable audience and helping to mitigate industry stigma. What industry doesn’t do this? And so when someone does so effectively, bringing real value to the table, whether it be through professionalism, desirable physical attributes, charisma, exceptional service, uniqueness, convenience, accessibility, discretion, a trusted name, sincere human connection, passion or something else in demand (and the list goes on) I think it’s completely fair to set a commensurate rate without being disparaged.
Our fees and personas are not arbitrary. We’re running businesses, making investments and even more importantly, all human beings who want to feel and be fairly valued for our contributions. We are all “worth it” and a special experience to someone however we choose to describe ourselves.