How to price for life-changing economic outcomes
Most people radically undervalue themselves.
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Dear Friend, Subscriber, and Category Pirate,
Pricing is a highly emotional topic. Have you ever wondered how much you're truly "worth"? Just thinking about this question can create anxiety about the “value” of your value.
But here's the reality:
Your value reflects the perceptions and budget of your clients and/or customers, not your intrinsic worth.
If someone can't afford your rates, they're not the right fit for you. People who recognize the value you provide will happily pay you what you’re worth. This mutual respect leads to a more fulfilling and rewarding experience for everyone.
Let’s dive into how this works.
The Value of Your Value mini-book explains how to price for the outcomes you deliver vs. the hours you work.
Most people charge for time.
A few people charge for deliverables.
And almost zero people charge for outcomes.
When you charge for outcomes, people don't just pay for your time. They invest in the outcomes, solutions, and results you deliver. And these have nothing to do with how many "hours" you put in.
That’s because value is not always the same — it’s a matter of perception.
You instantly increase your perceived value when you shift from hourly to outcomes. Even $2,000/hour lawyers are perceived as more replaceable than $50 million/year CEOs. This is, in part, because they charge by the hour.