Why Your Offer Feels Expensive to You

We had friends staying recently, one of whom has a business that does over $10m a year. He's one of the most humble and life-loving guys I know.

He's used to having money, so he doesn't flaunt it. He's elegant with it. He'd rather talk about the deeper things in life than the tactics of getting rich. The route to wealth creation in the mind, as it were.

It got me thinking about how most of us relate to money, and especially to our own prices.

The career coach charging £60 an hour

One of our clients is a career coach. When she came to us she was charging £60 an hour.

Her clients are already on £80k+ salaries, usually mid-30s, PhD, another 20 to 30 years of career ahead of them.

We sat down and worked out what she actually does for them. Across 2,000+ people she's worked with, the average client earns an extra £250,000 over the rest of their career because of her.

So: spend £250 with her, make a quarter of a million.

That's not generous pricing. That's a broken price. It was so low it made people distrust her.

She's now over £1,000 and demand went up. Not despite the price. Because of it. A higher price stopped her being price-compared and started her being chosen.

Why your own offer feels expensive to you

There are three reasons, and none of them are about the market.

1. You're pricing your inputs, not their results. It's just talking, or just a doc, or just your knowledge. So it feels like it shouldn't cost much. But nobody's buying your hours.
2. You're price-comparing to competitors. Forget them. The people getting left behind online are the ones watching everyone else's ads, funnels and pricing instead of their own value.
3. You've never asked for more. You got comfortable at a number years ago and charging more feels like taking advantage. It isn't.

The fix

The fix is value stacking. You break your offer into every component, price each one honestly, and get the total to 5 to 8 times what you charge.

Done properly, your price stops looking expensive and starts looking like a discount.

Watch the video

I walk through the whole method, including the exact numbers from her offer, here. If you have questions, ask them in the comments on YouTube. I spend time answering them as best I can.

Watch on YouTube: Why your offer feels expensive to you

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