Pricing Isn’t Your Problem — It’s Positioning

If people say it’s too expensive, it’s not the price — it’s the context.

The first time someone told me my offer was “a little pricey,” I immediately went into fix-it mode.

Maybe I should lower the rate.
Maybe I should add a bonus.
Maybe they’re right.

But over time — after coaching hundreds of founders and reviewing just as many offers — I’ve learned something that never fails:

When people hesitate on price, it’s rarely about the number.

It’s about the story behind it.

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Price Feels Expensive When the Context Is Missing

You’ve seen it yourself:

→ Two people sell similar services — one charges $5K, the other charges $500
→ The $5K offer sells faster, with more trust
→ The $500 offer gets ghosted, questioned, or “thought about”

It’s not because the $5K offer is objectively better.
It’s because it’s positioned better.

It’s clear, confident, outcome-focused, and aligned with what the buyer believes they need.

The price isn’t just a number — it’s anchored to a result they care about.

When someone says “It’s too expensive,” what they’re usually saying is:

“I don’t fully understand the value.”
“I’m not convinced this will solve my problem.”
“I don’t see myself in this yet.”

That’s not a pricing issue.
That’s a positioning gap.

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Let’s Break It Down

Here are a few examples I’ve worked through with clients:

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Before:
→ 60-minute consulting call — $297
After:
→ Book a 60-minute Revenue Roadmap Session — walk away with a clear, custom 90-day growth strategy and your next 3 steps to scale. $297

Same offer. Clearer outcome. Higher perceived value.

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Before:
→ Brand design package — $2,500
After:
→ Turn your scattered brand into a clear, confident visual identity that actually converts — with a done-for-you system that works across every platform. $2,500

Don’t sell deliverables. Sell what those deliverables make possible.

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Before:
→ 6-week course — $997
After:
→ 6 weeks to clarify your positioning, craft an offer that sells itself, and start attracting inbound leads without a complicated funnel. $997

The format is secondary. The transformation is the hook.

It’s Not About Being Fancy — It’s About Being Understood

Here’s what great positioning does:

• It filters out the wrong people before they waste your time

• It helps the right people self-identify without needing a sales call

• It makes the price feel like a logical next step — not a leap

When your positioning is clear, confident, and aligned with a real outcome — your pricing finally makes sense.

Not because it’s cheap.
Because it fits.

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Ask Yourself:

• Does my offer lead with what I do — or what they get?

• Can my ideal client read my sales page or post and say, “That’s for me”?

• Have I explained the process — or made them believe in the outcome?

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Your Action Plan This Week:

☑ Pull up your offer description — and rewrite the first two lines with a focus on transformation
☑ Review your last 5 posts — were they positioning your offer or just educating?
☑ Create one piece of content that shows the before and after your clients experience
☑ Raise your price only if you can clearly articulate the value behind it — in their words, not yours

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Final Thought:

You don’t need to discount your work.
You need to describe it more clearly.

Because when people understand what’s really on the other side of your offer — they don’t ask,
“Why is it so expensive?”

They ask,
“Why didn’t I do this sooner?”

That’s the power of positioning.

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Want help refining your offer so it reflects the real value you bring? I’ve got a private 1:1 positioning intensive that does exactly that.