Why are you squirming at the thought of raising your prices?

Some of you tell me, "We are faith believers, doing what we're spiritually called to do." Others think your audience can't afford higher prices. Is it because of the industry you're in? Or because you think you haven't hit some magical revenue number to prove your worth?

Before we dig into why, it’s important you understand that it's morally right to raise your prices to reflect the value you bring. Let's work through why it's difficult for so many of us to know the value of our services.

Being Told What You're Worth: A Hard Mindset to Break

We're conditioned to accept the value someone else places on our work. In a traditional job, you're told what you're worth—take it or leave it.

That mindset sticks, even when you become your own boss. But you are now the CEO of your business. It’s your job to stop thinking like an employee, and start thinking about the value you provide.

Understanding The Value You Bring

It's easy to get caught up in the trap of, "Well, so-and-so is selling service x so I have to do that, too."

No. You don't.

Especially when you're not qualified to teach that topic! Focus on your expertise. What are you good at right now? Do that.

Understanding Market Demand

Even if you're the best accountant on the planet, you're not going to build a sustainable business around an accounting service that isn't in demand.

When you know there's a demand for your particular expertise, you're not looking at what others in the space are charging. Your value is determined by what it's worth to someone for you to help them solve that problem.

Why It's Morally Right to Charge More

Your client benefits when you charge more for your product.

Free or low-cost courses have a dismal completion rate. When you charge more, you attract clients who are committed, not just interested.

Emotional Investment: When you charge what you're worth, it's like you and your client both have skin in the game. You show up because you know you're getting paid what you're worth. The client shows up because they've committed to the process. They may not quite trust you or your process, at least not in the beginning. But they trust their desire to earn back that money.

Think of it like this: when I got my new Tesla, no food was allowed inside the car. Why? I was invested in keeping it pristine. Nothing kills the new car smell like a greasy burger and fries, right?

Consistent Results: By charging more, you're attracting clients who are ready to do the work. And that's what you want. Results for your clients.

So when your clients are doing the work, they're giving your process a fair shake. You're getting feedback, which lets you figure out where to improve your curriculum and how to refine your program promise.

Your business benefits when you charge more for your product.

More cash flow means you can spoil your clients, hire top talent, and actually pay them well. It's not just good business, it's the moral thing to do.

• Increased Profit Margins: Your business is a business only when it makes money. You're not in the business of breaking even or losing money on every client you coach.
• Client Experience: Financial resources allow you to enhance the quality of your program so your clients achieve better and faster results.
• Hiring: Increased revenue allows you to hire quality people for your team. Hire great people. Train them well, and invest in their development. Talk about ethics here, pay them a living wage.

Your business is an asset that you created.

God downloaded the idea into you. You were obedient to take action on it. But that is not your child. It is an asset that you are building.

You're not just running a business — you're fulfilling a calling. And to do that effectively, you need to charge what you're worth. It's not just smart business—it's morally right.

—J