Introduction
If you’ve ever stared at a blank pricing box wondering what number won’t scare people away, you’re not alone.
Pricing is where most creators freeze. You want to be accessible. You also want to be respected—and paid. But pricing isn’t just about picking a number that feels “reasonable.” It’s about signaling the value of what you’ve built.
This post will help you set prices that reflect your expertise, sustain your business, and still feel congruent with the transformation you’re offering.
Stop Pricing Based on Time or Length
Many creators price by how many videos or pages they include. That’s a mistake. Your customers don’t care how long your course is. They care how effectively it solves their problem.
Instead of asking, “How much content am I delivering?” ask, “How much is the outcome worth to the person buying this?”
If your product saves them hours of frustration or helps them earn more money, it’s worth more than a cheap ebook—even if it’s short.
Anchor Your Price to the Problem
Strong pricing reflects the urgency and value of the problem you solve.
Ask:
What is this issue costing my customer every month they don’t solve it?
What are they already spending to patchwork the solution?
How will their life or business improve if they get this result quickly?
A resource that helps a freelancer confidently raise their rates by $5,000 per year is worth more than a generic productivity guide.
Understand Market Norms—Then Decide
Look at what comparable products in your niche cost, but don’t default to matching them.
Questions to consider:
Is your approach more specialized or comprehensive?
Do you offer support, coaching, or community access?
Does your brand positioning allow you to charge a premium?
Market research is information—not a ceiling.
Consider the Price-to-Trust Ratio
The colder your audience, the lower your initial price point usually needs to be to reduce risk.
But if you have an engaged community that already trusts you, you can start higher.
Example:
New audience: A starter guide or mini-course at $27–$97 builds trust and reduces hesitation.
Warm audience: A more comprehensive course or workshop at $197–$997 feels justified.
The more proof you’ve shared, the less resistance you’ll face.
Use Tiered Pricing to Increase Access
If you want to serve a range of budgets, create multiple tiers:
Basic: Self-paced material only
Mid-level: Includes templates or bonus trainings
Premium: Adds coaching, reviews, or community access
Tiered pricing lets customers choose their level of support while increasing your overall revenue per sale.
Avoid the Race to the Bottom
Underpricing doesn’t build loyalty. It just attracts buyers who expect everything for less.
You don’t have to be the cheapest to be valuable. In fact, pricing too low signals inexperience and erodes trust.
Own your expertise. Stand by the transformation you deliver.
Communicate the Value Clearly
If you want your pricing to feel justified, you have to spell out why it’s worth it.
Showcase:
Testimonials and results
What’s included in detail
How much time, money, or frustration your customer will save
The cost of not solving the problem
Clarity reduces objections and helps people feel confident investing.
Test and Adjust
No price is final forever.
Launch your product, track conversions, and listen to feedback.
If you’re hearing:
“It feels too expensive for where I’m at”—consider a payment plan or entry-level version.
“This is exactly what I need, but I’m not ready”—nurture them with more education.
“This is underpriced”—listen and consider raising your rates.
Pricing is an iterative process, not a set-it-and-forget-it task.
Final Thought
Your expertise is worth charging for. You don’t have to apologize for valuing your work—or expect customers to value it if you don’t.
Set a price that honors the time, skill, and insight you’ve invested.
Respect is reciprocal. Start by respecting your own work.
— Sloane MacRae
