Cheap Isn't Always Bad
Cheap isn't always bad. Sometimes, it's strategic. I used to think the pricing conversation was straightforward: charge more, serve fewer people, and increase revenue. But I'm learning there's another side to it.
The front door to your business
A lower-priced offer doesn't necessarily mean you're undervaluing yourself. Sometimes, it's simply the front door to your business.
A new customer may not know you well enough to invest in your premium service immediately. A smaller offer gives them an opportunity to experience your value, solve a specific problem, and build trust with you.
Intentional pricing vs. underpricing
The key distinction is intentional pricing vs. underpricing.
One is a strategy. The other can leave you delivering too much for too little return.
What job is this offer supposed to do?
So perhaps the better question isn't always: "Should I charge more?"
It might be: "What job is this offer supposed to do?"
Is it designed to attract new customers? Build trust? Solve one small problem? Lead naturally to a larger service?
Or is it your core offer — where the price should reflect the full value you provide?
Price with purpose
Not everything needs to be premium.
And not everything should be cheap.
Price with purpose.