Tell me what you charge and I’ll immediately know a lot about your business. Tell me what happens five minutes after you decide to raise it and I’ll know even more.
🔊 Rather listen? Here you go »
Do you feel fantastic about the new number until you imagine saying it out loud?
Does one prospective client hesitate and suddenly the pricing decision you were completely happy with yesterday need another meeting with yourself?
Does a longtime client get grandfathered into her old rate for so long she may qualify for historic preservation?
Do you raise your pricing and then immediately start adding another session, more access, extra support, and a bonus until you’ve practically given the increase back?
Or do you have years of experience, consistently strong client results, glowing testimonials, and still find yourself wanting one more piece of evidence before you decide you’ve officially earned the increase?
Your pricing is telling on you.
And there’s a lot more packed into what you charge than the number itself.
There’s what feels safe to charge. What feels fair. What you believe your clients will pay. How quickly you trust a pricing decision once you’ve made it. How much evidence you require before you’re willing to charge more.
All of that ends up inside one little number sitting on your sales page.
Your Pricing Has a Pattern
Pricing decisions can feel completely individual when you’re making them.
Of course you kept that client at her old rate. She’s been with you forever.
Of course you reconsidered the increase after three people didn’t buy. That’s useful information.
Of course you added more to the offer when you raised the fee. You wanted to make sure it was worth it.
Of course you’re waiting until the next round to raise your pricing. You’re already planning the increase, you just want a little more evidence behind it first.
Every decision makes perfect sense on its own. But string them together and something much more interesting appears: a pricing pattern.
You can have a smart pricing strategy and still have a pricing pattern that keeps undoing it.
You keep reopening decisions you already made. Your expertise has raced ahead while your pricing has been taking the scenic route. One client tells you money is tight and suddenly you’re redesigning the payment plan you were perfectly happy with. You have enough testimonials to wallpaper your office and you’re still eyeing one more before the next increase.
Those aren’t random pricing moments. They’re clues. The fascinating part is that the pattern usually isn’t really about finding the perfect number.
It’s about what you’re trying to preserve when you choose that number, whether that’s certainty about your decision, the security of pricing you already know clients will pay, the connection you value with your clients, or confidence that you’ve absolutely, positively earned the right to charge it.
What you’re protecting with your pricing can end up putting a ceiling on what your business pays you.
The Most Expensive Part Is How Normal It Feels
Pricing patterns rarely announce themselves with a flashing sign that says, HELLO, I AM COSTING YOU MONEY.
They sound perfectly sensible.
“I don’t want to price people out.”
“I want to make sure I get the number right.”
“I’ll raise it after this next round.”
“I know I should be charging more.”
Nothing particularly dramatic there. Except you repeat one of those decisions across ten clients. Or twenty. Or for another year. Then the pattern has a hefty price tag.
The expensive thing about a pricing pattern is that you don’t pay for it once. You pay for it with every client.
For example, a $500 difference in what you charge becomes $5,000 across ten clients. A $1,000 increase you postpone for another twenty sales is $20,000 that never enters your business.
That money doesn’t only disappear from revenue. It’s money that could have paid you more, grown your savings, eliminated debt, been invested, or moved you closer to financial independence.
Which is why I want women entrepreneurs to get much more curious about their pricing. The question isn’t simply, “Should I charge more?”
The question that will tell you far more is, “What keeps happening when I make pricing decisions?”
Because when the same thing keeps happening, you’re no longer looking at an isolated pricing decision. You’re looking at the pattern influencing what you earn.
Once You See Your Pattern, You Can’t Unsee It
This is the part I love. Once you recognize your pricing pattern, you start catching it in action.
You hear yourself mentally negotiating your own fee before the client has said a word. There it is.
You decide on an increase, then spend three days trying to improve the number. Hello again.
You’re about to tell a longtime client about your new pricing and immediately start inventing reasons hers should be different. Caught you.
That awareness lets you see exactly where a pricing decision stops being about the number and starts becoming about your pattern.
And once you can see the pattern, you get to decide whether you want to keep paying for it.
Which brings me to something brand new I created for you.
Your Pricing Profile is a free quiz that reveals the pricing pattern influencing your income, shows you the hidden Pricing Leaks costing you money, and gives you a very different way to look at what you charge.
I created four Pricing Profiles, and I have a feeling you’re going to recognize yourself pretty quickly. More importantly, you’ll see exactly where that pattern has been costing you money.
Take the free Your Pricing Profile quiz →
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