.png)
Read time: 2 mins
We got a pricing list from a client the other day, and his main problem was something we hear a lot:
"I have no idea if my pricing is right. I don’t feel confident talking about it, and I worry I’ll either scare clients away or sell myself short."
Sound familiar?
If you’re a small business owner, especially in a professional services field, pricing can feel awkward and uncertain.
You don’t want to overcharge and lose out on work, but you also don’t want to undercharge and end up overworked and underpaid.
We see this all the time, so today we’re sharing:
3 KEYS TO PRICE YOUR SERVICES WITH CONFIDENCE
(& Without Underselling Yourself)
1. Price Based on Value For Your Ideal Client
Before setting your prices, you need to be clear on who your ideal client is, what they value, and what outcomes they care about most.
The mistake most businesses make?
They don’t consider this at all.
Instead, they base their pricing on effort (how much time they put in) rather than the perceived value of the result.
But your ideal clients aren’t buying your time—they’re buying results.
For example, if you’re a photographer or videographer, your ideal clients aren’t paying for a half-day shoot or an edited video file.
They’re paying for high-quality content that makes their business look professional, attracts customers, and helps them sell more.
So the question isn’t: “Is $3,200 a fair price for a video shoot?”
It’s: “What’s the cost of NOT having this video?”
For the right client—one who understands the impact of strong branding and marketing—a well-crafted video that helps them land a $40K contract makes a $3,200 investment a no-brainer.
Make sure your pricing always reflects this - otherwise, you're probably under-charging.
2. Make Sure Your Pricing Works for YOU
A lot of businesses underprice because they’re afraid of losing work or they only think about direct costs (time, materials).
But what about:
- The time spent on client calls, proposals, and revisions?
- The cost of scope creep (extra work you didn’t charge for)?
- The opportunity cost—what you could be earning with better-aligned clients?
Our client’s first instinct was to price his services at a level that felt “reasonable” to small business owners—but does that actually make sense for his business?
Your pricing has to work for you, not just your clients.
3. Create a No-Brainer Offer
When clients look at a pricing list, they don’t always know what they need.
If your pricing is just a list of services with rates, you’re making them figure it out themselves.
Instead, make the decision easy.
Package your services into a clear, results-driven offer.
For example, instead of “$3,200 for a video shoot,” create a valuable solution, e.g.:
Business Branding Refresh Package
For small businesses that need high-impact photos & videos to update their website and social media presence—without spending weeks planning content.
Includes:
✅ Professional branding photos (headshots, team, workspace)
✅ Short-form social media videos for marketing
✅ Website promo video to showcase your business
✅ Fast turnaround so you can start using content immediately
This shifts the focus from what you do to what they get.
When your offer is clear, valuable, and outcome-driven, clients don’t hesitate—they say yes.
If pricing is something you’ve been second-guessing, let’s chat.
A few small tweaks can make a huge difference in how easy it is to sell and how profitable your business becomes.
Speak soon,
Lynne & Steve
TLDR:
If you feel unsure about your pricing, you’re not alone. Consider these 3 keys in pricing with confidence without underselling yourself:
- Price based on the value you deliver to your ideal clients, not just the effort you put in. Work out who your ideal client is, what they value, and price accordingly.
- Make sure your pricing actually works for your business, not just your clients.
- Package your services into a no-brainer offer that makes buying easy.
|