One small shift that makes pricing feel calmer and more profitable
So… Here we are at the beginning of a new year and we’ve already hit our quota of “New Year, New You” nonsense.
It’s also a famously convenient time to raise your rates because…
Everyone’s doing it.
Inflation.
New goals.
Fresh energy.
And yet…
For a lot of smart, capable business owners, raising prices still feels weirdly emotional. Heavy. Personal. Almost… confrontational.
If that’s you, congrats — this is totally normal.
Pricing feels personal because it isn’t just a number. It’s a statement about your value,
your confidence, your trust in yourself, and whether or not you believe people will still choose you when you ask for more.
There’s a lot we load onto what should be a simple dollar amount.
Most pricing advice skips this psychological baggage. It jumps straight to:
🤮 “Charge what you’re worth”
✨ “Premium positioning”
🫠 “The market will tell you”
Cool. Cool.Cool. But none of that helps a damn bit if your nervous system short circuits the moment you… have to say the price out loud.
Here’s what I see business owners miss most often:
Pricing doesn’t fail because the number is wrong in any way.
It fails because you don’t believe it yet.
And when you don’t believe it, you unconsciously sabotage it by:
hesitating before saying the price
over-explaining
discounting preemptively
and/or you stop promoting the offer altogether
And none of this is because you’re “bad at business.” It’s because your internal objections are SCREAMING louder than your strategy.
So let’s reframe your approach to pricing.
Instead of asking:
“What should I charge?”
Try asking:
“At what price can I confidently show up and sell this?”
The answer you get from that question matters more than any pricing calculator.
If that number is $5? Fine.
If it’s $5000? Also fine!
Selling something builds evidence.
Selling nothing builds stories… and usually the unhelpful kind.
Confidence doesn’t magically appear after you pick the “right” price.
It grows through selling, through repetition, through seeing real humans say yes.
Which brings me to the one thing I want you to do after reading this.
Your action
Pick one offer and run a 14-day confidence test.
Here’s how:
Choose one offer (not your entire lineup)
Set the price where you can say it without shrinking or apologizing
Promote it once a day for 14 days — publicly or privately (Yes. At least once a day. I know this alone may be a leap but do it. I promise you’ll thank yourself later. I’m also here to help.)
Pay attention to:
Where you hesitate
What objections pop up (especially the old ones)
What actually happens versus what you feared would happen
Because if you can’t promote it, the price isn’t “wrong.”
It’s giving you information…
about what you still don’t trust yet.
about where your confidence needs reps.
Pricing doesn’t have to be hard but it does require honesty with the market and with yourself. And that’s a much more useful place to start than any New Year declaration ever will be.
If reading this stirred anything…
hesitation, resistance, a quiet “oh… damn!” you don’t have to untangle it all alone.
Inside GrowthSquad, we work on this stuff together in real time.
Every Wednesday, we host a Power Hour where we narrow in on one part of your business (e.g., pricing, offers, messaging, visibility, decisions you’ve been avoiding) and actually work it through live. No theory. No “someday.” Just progress.
Join the Calm Cash Reset (Jan 20 – Jan 22)
Each month also includes a Strategic Sprint, and this month’s focus is Calm Cash Reset (January 20th – 22nd) dialing in revenue decisions that feel grounded instead of panic-driven. The replay will be available to paid GrowthSquad members.
And if you already know you want deeper, more personalized support — the kind where we look at your business, your numbers, and your patterns… my Inner Circle is where that work happens.
Pricing gets easier when you stop trying to solve it alone in your own head.
Let’s work on it together.
P.S. – Right now GrowthSquad is free to get started and only $11/month for the premium tier but spoiler alert… that’s changing this month so lock in the current rates while you can.
