Are you reassuringly expensive?

Are you reassuringly expensive?

Author: The Happy Startup School April 14, 2021 Duration: 51:08

While you may feel like selling something is difficult remember that buying is difficult too.

Our customers are always conscious about whether they’re making the right decisions. When choosing a product or service they’re always looking for signals that reassure them that they’re making a safe choice.

One of those signals is the price.

It’s an unfortunate rule of thumb but most people think that high price equals high quality and low price equals low quality.

That doesn’t mean that just by doubling your prices customers will come flocking.

What you need to do is understand what is going through your customers mind and which signals they are sensitive to. It could be that one of them is price.

We don’t advocate over-charging in order to con a customer. We just want you to be aware that the price you set shouldn’t be about what you think the value is, but what your customer thinks… and how that price makes them feel.

During this episode we talk to this at length and answer some questions from our live viewers. These include:

  • Should I charge wonder 450€, 750€ or 900€ for my course?
  • When selling my course should I set a lower price in order to get more customers?
  • Is pricing a service harder than pricing a product?


For freelancers and founders who believe their work has genuine purpose, the conversation around money can feel like the most awkward part of the job. The Happy Pricing Podcast, from The Happy Startup School, steps directly into that discomfort. It operates from a simple, radical premise: pricing shouldn't be a silent calculation of fear or greed, but a clear, confident dialogue about shared value. This isn't about racing to the bottom to please clients or inflating rates to exploit them. Instead, each episode focuses on building the practical capability to have those necessary, often avoided, financial conversations. You'll hear real strategies for articulating your worth in a way that feels authentic, ensuring the exchange is equitable and that you are properly compensated for the impact you create. The discussions move beyond theory into the nuanced reality of running a purpose-driven business, exploring how to structure fees, negotiate with clarity, and ultimately create arrangements where both you and your clients feel good about the investment. Tuning into this podcast means re-framing pricing from a transactional headache into a core component of your professional integrity and happiness. It's for those ready to move past anxiety and into a practice where everyone truly shares in the value being delivered.
Author: Language: English Episodes: 75

The Happy Pricing Podcast
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