The $400 vs $50,000 Question

4 Thoughts to Reflect On

1. Price is a filter.
   The number you charge instantly decides who shows up at your table, winners or whiners.

2. Cheap attracts cheap.
   Low prices bring in people who complain the loudest, demand the most, and rarely respect your time.

3. High price builds high trust.
   When someone invests real money, they’re showing you they’re serious. They value the process more.

4. Your offer sets your standard.
   If you underprice yourself, you’re teaching people how to treat you, and they will.

4 Lessons I’ve Learned

1. Discounts destroy respect.
   Every time I’ve lowered my price to “make it easier,” I ended up with worse clients and bigger headaches.

2. The best people invest at a higher level.
   When someone spends big, they’re committed. They don’t just “try,” they execute.

3. Complaints scale faster than revenue in cheap rooms.
   You’ll drown in requests, questions, and fires that never move your business forward.

4. Premium pricing isn’t about greed.
   It’s about protecting your energy, your time, and attracting the right people into your world.

4 Challenges for You This Week

1. Audit your prices.
   Where are you undercharging and attracting the wrong people? Be honest.

2. Ask yourself who you want to serve.
   High-level clients or bargain hunters? Your answer will shape your business.

3. Draw one boundary this week.
   Say “no” to a cheap client, discount request, or deal that doesn’t align.

4. Write down your dream customer.
   What do they value? What do they invest in? Then adjust your pricing to match.
   

“If you’re not charging enough, people won’t take you seriously.”” — Dan Kennedy

Your price is more than a number.
It’s a signal.
It’s a standard.
And it’s the doorway to the rooms you actually want to be in.

Mark Evans DM