How to slay pricing fears

I winced as I saw the fear in his eyes.

This last week I was coaching a client on a fundamental of course sales.

See, he’s had successful launch after launch -

But there’s a problem…

He’s not charging enough.

And he feels deep inside him.

That knot in his stomach is telling him two things:

1. He’s afraid of how people might react to price increases
2. He’s certain he’s not charging what he’s worth

So in this email I am going to give you:

• A proven unlock to slay pricing fears
• A framework that can help you relaunch existing courses at higher prices

Let’s dive in…

How to slay pricing fears

You’re going to hate me for this…

But the unlock is as simple as it is profound.

I’ve done it for myself.

And I do it for each of my clients.

Here’s it is…Give yourself permission to charge more.

That’s it.

That’s the first step.

No, its not a platitude.

Often we don’t charge what we’re worth for our courses and services is because we’re afraid.

So… say this out loud…“I give myself permission to charge more”

‍Do the rules of supply and demand still exist?

Yep.

Do you have to provide a quality product?

You betcha.

Do you still have to fight to provide the best possible transformation for your customers?

Absolutely!

See, this statement isn’t magic…

But does represent how you forge a mindset that lets you take the first step.

Don’t believe me?

Try it - and let me know what happens.

How to relaunch at higher prices

My system for relaunching courses is at the heart of why my clients keep coming back.

See, I pay for myself by eliminating costly mistakes while maxing out your course’s quality and revenue potential.

And a part of that process is when my clients use my “Update Slope Method”.

There are three parts to the method…

1. Update

First, you go in with a critical eye honestly assess your course.

Ask yourself questions like:

• Where’s the friction?
• What comes across as “low quality”?
• What actually is low quality?

… you want to get a sense for any part of your course that gives a bad impression.

Then, find the content gaps.

And look for opportunities to improve.

There are ALWAYS opportunities.

There’s always better ways to teach, to more context to give, and ways to provide more examples.

And you’re doing all this in service of making a quicker and longer-lasting transformation.

💡PRO TIP: Don’t do this alone. Get a professional to do a course review and don’t forget to talk to existing customers!

2. Repackage

Now that you know what you need to fix, and what you need to add…Do it.

Here you can update slides, change branding, and improve the flow of your course.

Are you rerecording at this point?

Most likely.

Is it worth it?

Yep! (especially if you want to raise your prices)

3. Reposition

Take a step back and look at your course in context.

For your competition, ask yourself questions like:

• Who are they? (this may have changed since you first launched)
• What do they do well?
• Where do they fall down?

For your customers, ask questions like:

• What words would they say when describing what they need most? (customer interviews are a huge help here)
• How do they find you?
• What’s the first problem they’re trying to solve?

… now you can use this information to reposition your course.

Confidence

By the time you go through these steps you’ve:

✅ Taken an honest look at your course
✅ Listened to what matters most to your customers
✅ Considered the competitive landscape

And all this gives you a path to relaunch at higher prices.

So give yourself permission…And go do the work.

Remember: Be intentional.