If that’s you, take pen and paper today and work out your new pricing structure. Because you’re worth it.

The price you put on your services says a lot — not just about you, but about what you quietly believe about your business.

The core idea

When I take on a new client, it is very, very rare that I’ll ever tell them they’re overcharging. Far more often, I’m telling them they’re undercharging.

And when you undercharge, a couple of things happen.

First, you don’t position yourself as the best in the market — and your prospects pick up on that, because we’re all hardwired to associate price with quality.

Second, and more importantly, it says something about your beliefs: about how good you are, how good your business is, or how much value your clients are able to get from you.

So much undercharging comes down to psychology.

A lack of confidence.

Not wanting to be rejected. A fear that someone will say “you’re too expensive, you’re not good enough.”

So here’s what I want you to do.

Look at your prices and ask honestly: do they reflect my value, my business’s value, and the transformation my clients get from working with me?

In my experience, people who are extraordinary at what they do — decades of experience, so much magic to give — are still pricing like it’s 1980.

Their beliefs haven’t caught up with the quality of their work, and neither has their pricing.

Check out my short video on the topic below.