I knew our agency's pricing was too low for years.
I also knew I needed to fix it.
But I didn't have the courage to.
Our pricing was low, but it felt comfortable.
I'd talk to other agency owners who were charging four times what we were charging, and I just couldn't wrap my head around how that made sense.
Because I was still thinking about charging for things. Charging for widgets. Charging for time.
I was thinking about how the volume of work needed to justify the price, rather than the value we were creating.
I even went so far as to buy a book on value-based pricing.
The book completely convinced me that value-based pricing was the way to go.
And yet, I had absolutely no intention of putting any of it into practice.
The feeling of scarcity was simply too strong.
It wouldn't be until years later that we finally started experimenting with increasing our prices.
And what happened was almost embarrassingly cliché.
We raised our prices.
Nobody noticed.
Prospects kept signing on as clients.
So we raised them again.
Still nothing changed.
We kept raising our prices until eventually we were charging around five times what we had been charging when we started.
Years later, after our pricing had stagnated again, we raised our prices even further.
And guess what?
We kept signing clients.
Here's what took me far too long to understand.
When you've only ever worked with clients who struggle to afford your services, you start to believe that's just how the market works.
It's not.
That's simply your experience of the market.
If you spend all your time selling to struggling businesses, of course you're going to encounter resistance to higher prices.
But that doesn't mean there aren't businesses out there willing to pay significantly more for the problems you solve.
Sometimes you just need to find a bigger pond to fish in.
I'm a huge proponent of increasing your prices.
But I'm not suggesting you simply slap a higher price tag on the same offer and hope for the best.
Sometimes you can do exactly that.
Other times, it means changing how you represent yourself in the market.
Getting better at communicating the value you create.
Finding clients who have a problem you can solve that's worth considerably more to them.
And being willing to experiment rather than assuming you already know what the market will pay.
If you know your prices are too low, I absolutely implore you to do something about it.
But I also know, as someone who sat in that exact position for years, that you probably won't.
Not without someone showing you how to do it.
Which is exactly why I'm putting on a paid workshop.
I'm going to walk you through how to run a simple, controlled pricing experiment with your next 10 clients.
You won’t be changing what you charge your existing clients.
You won’t be completely rebuilding your agency.
But you will be examining your offer, your scope, the clients you're targeting, and what you could reasonably be charging.
Then we'll put together an actual plan to test it.
Something measurable, simple, and actionable.
Because even a relatively small improvement in what you charge your next 10 clients can have an enormous downstream impact on your agency.
More profit. More resources to build your team. More room to create the agency you actually want to own.
It's not an exaggeration to say that getting this right can completely change the course of your agency.
Here's the link if you want to learn more about the workshop: Learn more