Years ago, I made a mistake that nearly killed my business—I priced myself too low. I thought that offering the lowest price would make me more competitive. Instead, I attracted bargain hunters who drained my time and never truly valued my expertise. Sound familiar?
Everything changed when I discovered how to position myself as the premium choice rather than the cheapest option. If you’ve ever struggled with pricing your services or felt stuck competing with low-cost competitors, this guide will show you exactly how to reposition yourself as the go-to authority—and charge what you’re worth.
The Truth About Pricing: Why Competing on Price is a Race to the Bottom
Many business owners fear raising prices because they assume customers only care about cost. But in reality, people gladly pay more when they perceive value.
✅ Luxury brands don’t compete on price—they compete on status and exclusivity.
✅ High-ticket consultants don’t compete on price—they sell transformation and results.
✅ Premium software companies don’t compete on price—they highlight ease and innovation.
If you’re constantly discounting or justifying your prices, you’re fighting the wrong battle. Instead, you need to shift the conversation away from price and toward perceived value.
Step 1: Create an Offer That Feels Expensive (Even Before You Raise Prices)
Before you increase your pricing, you need to elevate your perceived value. Here’s how:
- Increase the Tangibility of Your Offer – When people pay premium prices, they expect a premium experience. Add bonuses, detailed frameworks, and clear deliverables.
🔹 Example: A fitness coach doesn’t just offer workouts; they provide “The 90-Day Elite Transformation Program,” complete with custom meal plans, 24/7 text support, and a private accountability group.
- Use Price Anchoring – Show a high comparative value before presenting your price.
🔹 Example: Instead of listing your service for $2,000, first mention that similar programs charge $5,000—then reveal your price.
- Stack the Value – Instead of quoting a single price, break it down into components.
🔹 Example: “You’re getting a $997 coaching session, a $497 bonus course, and a $1,500 accountability program—all for just $2,000.”
Step 2: Market to the Right Audience (Not Just Everyone)
If you’re struggling to charge more, it’s likely because you’re attracting the wrong customers.
🚫 Wrong Audience: Bargain hunters who only care about price.
✅ Right Audience: Buyers who want results, quality, and expertise.
How to Find Premium Clients:
- Speak to an Identity, Not Just a Need
🔹 Instead of saying, “I help business owners with marketing,” say, “I help high-level entrepreneurs scale to 7-figures without burnout.” - Use Premium Positioning in Your Messaging
🔹 Swap out words like “affordable” for “exclusive,” “custom,” and “high-performance.” - Leverage Authority Content
🔹 Publish case studies, testimonials, and behind-the-scenes insights that demonstrate expertise.
Step 3: Implement a Pricing Strategy That Makes Premium Fees Feel Like a Steal
Once you’ve positioned your brand as premium, it’s time to set prices that reflect it.
The Best High-Value Pricing Strategies:
✅ The Ascension Model – Start with a lower-tier offer (like a $97 workshop), then ascend customers to high-ticket options ($5,000 consulting).
✅ The Decoy Effect – Offer three pricing tiers: low, mid, and premium. Most people will pick the middle option, which should be your most profitable one.
✅ Bundling for Perceived Savings – Bundle services together so customers feel they’re getting a deal even at a higher price point.
Why This Works (And Why You Should Implement It Now)
When you stop competing on price and start competing on value, you attract better clients, earn higher profits, and build a business that thrives.
The strategies in this post are just the beginning. If you want to dive deeper and implement battle-tested marketing techniques that top business owners use, I highly recommend checking out this powerful marketing playbook that’s helped thousands of entrepreneurs scale their businesses.
For a limited time, you can get access to $19,997 worth of bonuses, including real-world case studies and expert frameworks that make execution easy.
👉 Click here to access the premium marketing playbook today.
A few years ago, I was stuck. I had a service people loved, but my pricing strategy was a mess. Read more
A few years ago, I attended an event where I met a business owner who had built a multi-million-dollar company Read more
In today’s crowded marketplace, most businesses struggle to stand out. They run ads, send emails, and post on social media—yet Read more
Years ago, I struggled to differentiate my business. I was just another marketer lost in the noise, competing on price Read more