You're too expensive - or are you?

Ever had someone tell you, "I’d love to work with you, but your prices are just too expensive"? It stings a little, right?

Recently, I had a conversation who loved my work, was excited to work with me to overhaul her brand... until she saw my prices. Her response? A very short...

"I'm sorry but that's far too expensive for branding."

A punch in the guts, sure. But I recover quickly these days. Because I know my prices reflect the value I provide. And if I'm completely honest, I've been told many times over I don't charge enough for the depth of service I offer.

But this isn't about me. It's actually about them.

Here’s the truth: their perception is their reality. And sometimes, you just can’t change that.

But let’s break it down—because this isn’t about lowering your prices or proving your worth to someone who doesn’t see it. Trying to convince the wrong person is like offering a five course degustation to someone who just wants a quick cheeseburger. They’re not looking for a gourmet experience, and that’s okay—you’re not their Macca's drive through. This is about standing firm in your value and making sure you’re speaking to the right people.

1. Not all offers are created equal

Think of business owners like coffee orders—some are a quick instant coffee, some are a handcrafted barista masterpiece, and others are a triple-shot oat milk caramel macchiato with chocolate sprinkles. There’s a huge range of services, abilities, experience, and deliverables, and comparing yourself to others is like comparing a steaming mug of International Roast to a fancy café creation—it’s not the same thing! Comparing yourself to someone charging less (or even more) is pointless if they’re offering something completely different. You’re not in a race to the bottom; you’re in a lane of your own—with your own perfect customers who value exactly the unique magic you pour into your work—whether that’s strategy, creativity, or a killer attention to detail that sets you apart.

2. They don’t see your value, and that’s totally ok

You can lead a horse to water, but if they’re not thirsty, they’re not drinking. Some people will never see the depth of how you can help solve their exact problem, and they are not your ideal customer. The right person will look at your pricing and think, "That makes sense". I see the value, and I can’t wait to work with you! That excitement sets the groundwork for a great working relationship, where trust and enthusiasm fuel better results.

3. Convincing = Chasing

If you have to convince someone you’re worth the investment, you’ll always be battling resistance. They’ll question everything, hesitate, and likely not get the results you know you can deliver. The best clients? They already believe in the transformation you offer.

4. Mindset wobbles come from lack of clarity

When you know exactly who you’re here to serve, comments like “too expensive” don’t shake you. Why? Because you know your value, and you know there’s a whole group of people who will pay for it. The moment you start trying to appeal to everyone is the moment you start doubting yourself—and that doubt can spiral fast. Before you know it, you’re second-guessing your offers, hesitating to show up online, and questioning if you should even be in business at all. And that kind of energy? It seeps into everything—your marketing, your client interactions, even how you show up in your daily life.

5. What’s your market cap?

Pricing isn’t just about what you think you’re worth—it’s also about what your specific audience is willing to pay. Luxury brands don’t waste time convincing budget-conscious shoppers that they’re worth it. They market to the people already primed to invest at that level. You should, too. Take a leaf out of your favourite brands—test different offers at different price points if you need to. Sometimes, it’s about finding the sweet spot where your pricing aligns with both your value and what your ideal clients are ready to invest.

The Bottom Line?

At the core of all this is one simple truth: if you don’t deeply understand your ideal customer, you’ll always feel unsteady when someone questions your pricing. The more clarity you have on who you serve, the easier it becomes to attract the right clients—ones who see your value and are eager to invest.

If you’re ready to build a brand that stands strong, no matter who questions it, sign up for my Branding Success Blueprint. Inside, you’ll get all the steps you need to establish a rock-solid brand that won’t be shaken by penny pinchers!

You’re not too expensive. You’re just not for them. And that’s okay. Keep your eyes on the ones who get it—the ones who see your value and are excited to pay for it. Those are your people. The rest? Let them go.

Because your brand deserves more than clients who are just lukewarm about working with you.