How to Raise Your Prices and Actually Feel Good About It

angiemachadova
Jun 23
3 min read

Why Raising Your Prices Feels So Hard

After sending an email about pricing recently, the replies poured in—and one theme was loud and clear:

You want to charge more.
You’re unsure your audience will pay.
You’re questioning whether you’re even “allowed” to raise your prices.

Here are a few real responses I received:

“Maybe I like that I’m helping people get to profitability… but it’s a hard ask for someone with no revenue.”

“You may have just convinced me after believing my audience doesn’t spend money.”

“This isn’t sustainable at ALL.”

“I don’t want to think about going back to work… ew.”

Every single message resonated—because this pricing struggle is deeply personal. It’s not just about setting a number. It’s about standing behind that number emotionally, mentally, and energetically.

Where Most People Get Stuck When Raising Prices

When you start thinking about increasing your prices, it’s easy to spiral into self-doubt:

“No one is going to pay me that much.”
“Other people with more experience charge less.”
“I need to overdeliver to justify every dollar.”

But pricing isn’t just a logical calculation. It’s a reflection of what you believe—about your work, your results, and your audience.

Pricing Is About Belief, Not Just Numbers

Here are a few stories from my own business that highlight this:

I once paid $7,000 for a program that had no sales page, no public launch, and no clear outline of what was included. All it took was a conversation in the DMs and a private invite.

One of my clients invested in my $1,500 email marketing program instead of a well-known competitor’s $497 course.

During a recent workshop series, several attendees said, “I don’t even know what this is, but I bought it anyway.”

Of course I hesitated before investing $7,000. But the fear of spending was outweighed by something bigger:

A desire to change my financial situation.
A goal to pay off debt.
A vision of freedom and flexibility.

The real obstacle wasn’t the price. It was belief—belief in the transformation I wanted and the possibility that it could happen.

People Don’t Buy Features—They Buy Transformation

If you're struggling to sell your offer or feel uncomfortable charging more, consider this:

Are you leading with features instead of outcomes?
Are you emotionally connected to the value you provide?
Are you clearly communicating the transformation on the other side of the offer?

Your audience isn’t investing in bullet points or bonus modules. They’re investing in what your offer makes possible.

Your job is to connect the dots:

Between where they are now and where they want to be.
Between your unique approach and why you’re the right guide.
Between the transformation they desire and your offer as the bridge to get there.

Questions to Ask Before You Raise Your Prices

Whether you’re raising rates on an existing offer or preparing to launch something new, take time to reflect:

Does your audience trust you?
Have you clearly shown what’s possible after working with you?
Are you marketing to people who want to grow—or people who are in survival mode?

There’s no one-size-fits-all approach. But the right strategy is one that aligns with:

Your natural strengths.
Your current messaging and gaps.
Your audience’s readiness to invest.

When all three align, pricing your offer becomes easier—and selling it feels more natural.

A Simple Exercise to Strengthen Your Pricing Confidence

If you’re exploring a higher price point but feel unsure, try this:

Find someone in your industry charging what you want to charge.
Study their content, sales copy, and how they show up online.
Ask yourself:
- What makes them trustworthy?
- How do they communicate the value of their offer?
- Who is their audience, and what are they investing in?

Chances are, it’s not about flashy marketing or revolutionary offers. They’re simply doing a great job connecting the value of their work to the transformation their audience wants.

And that’s something you can learn—and implement—too.

Final Thoughts: You Can Raise Your Prices and Still Feel Aligned

Raising your prices isn’t about being greedy or pushing people away. It’s about honoring the value you provide and the results you help create.

When you shift the focus from “Can people afford this?” to “How can I communicate the transformation clearly?”—pricing decisions become less stressful and more strategic.

You don’t need to justify every line item.

You need to own the value of your work—and speak to the future it makes possible.

When you do that, your pricing won’t just feel possible.

It will feel obvious.