Pricing is one of the biggest levers in your business. Yet it’s also the thing most owners avoid.

I hear it all the time:

• “I know my pricing could be better but I don’t know where to start.”
• “Honestly, I’m just kind of making it up as I go.”
• “Talking about pricing makes me uncomfortable, so I leave it to the last second.”

But here’s the truth: pricing isn’t a dirty word. And it isn’t just about covering costs. Done right, pricing is a strategy. AND it’s one of the strongest drivers of profitability, positioning, and confidence.

Why Pricing Feels Hard

Pricing feels complex because it’s not just math. It’s:

• Personal. Pricing is tangled up with how we see our own worth.
• Strategic. It blends finance, marketing, and psychology.
Risky. The fear of getting it “wrong” can stall your growth.

But here’s the shift: pricing isn’t about finding the one magic number. It’s about designing a strategy that evolves with your business.

Your Pricing Evolves As Your Business Evolves

Too many owners try to copy someone else’s prices or lock themselves into a structure that doesn’t fit their stage. But pricing is like your business and it changes over time.

Here’s how it typically unfolds:

• Concept stage: You’re testing. You might offer discounts, promotions, or trades just to see if people will bite. Example: a new coach runs their first 3 sessions for free, offers the next 3 at a discount, then gradually moves to full price.
• MVP (Minimum Viable Product): You’re proving the offer. The goal isn’t to optimize profit. It’s to sell the thing consistently. Example: a designer offers a “brand starter kit” at one flat price, just to see if it sells multiple times.
• Stability: You’ve got repeatable sales. Now you need to standardize. Example: a consultant moves from custom proposals to three clear packages so prospects stop getting confused.
• Growth: You’re busy, maybe too busy. This is where you raise prices, test higher-value tiers, and watch your margins. Example: a marketing agency increases retainer fees while also introducing a premium package for clients who want more depth.
• Scale & beyond: You expand into new offers, new audiences, and new pricing structures. Example: a course creator launches a low-cost digital product alongside high-ticket coaching, reaching both ends of the market.



The mistake isn’t having the wrong price. It’s using the wrong pricing strategy for your stage.

The Framework: Assess → Design → Navigate

So how do you actually approach pricing in a way that works without overcomplicating it?

I use a simple framework:

1. Assess: Where Are You Now?

• Look at your numbers. Are your prices covering your costs and delivering profit?
• Look at your offers. Are they clear, or are clients doing mental math to figure out what’s included?
Look at your clients. How do they talk about your value? Do they ever say, “That felt cheap for what I got” or “I thought it would cost more”?

2. Design: Build With Intention

• Package clearly. Group services into offers that are easy to understand.
• Align with outcomes. Talk about what clients get, not just what you deliver.
• Choose tactics that fit your stage. Maybe discounts make sense when testing, but not when scaling.



3. Navigate: Keep It Moving

• Review regularly. Pricing isn’t “set it and forget it.”
• Test small changes. Raise one package by 10%. Add a premium tier. See how people respond.
• Adjust based on data. Feedback, sales patterns, and client behavior all give you clues.

Small Steps You Can Take (Depending on Where You’re At)

Pricing can feel overwhelming, so here are simple moves you can make today:

• If you’re just starting: Pick one offer and put a price on it. Don’t overthink it. Get feedback by selling it.
• If you’re in stability mode: Audit your core services. Do they all cover costs? Can you say each price in one sentence, clearly?
• If you’re growing fast: Choose one package and raise the price by 10–20%. See how clients respond. Odds are, they’ll say yes anyway.
• If you’re scaling: Introduce tiers or new formats (DIY, done-with-you, done-for-you) so you can serve different segments without stretching yourself too thin.


💡 Not sure where to start, or just need a second set of eyes on your pricing?

That’s exactly what the Pricing Check-Up is for. A quick, focused review to spot gaps, uncover opportunities, and help you feel more confident about your next move.

Pricing doesn’t have to be overwhelming. You don’t need to “get it perfect.” You just need to know where you are, design accordingly, and keep navigating.

Because the real win isn’t having the “right” number. It’s having a pricing strategy that grows with your business.