Pricing elephant eats hairdresser alive

“Oh my god I’ve spent my whole career apologising for charging clients!!! Yes I need help. X”

Well, it’s not so bad. I’m one of those people who apologises to tables and mannequins for bumping into them. 

Hand outstretched holidng coins, coins scattered about

It’s normal to feel embarrassed about asking for money. It’s all about practising having the confidence in your prices.

And, being British, I also apologise when someone does something to me. Like stands on my foot, or inadvertently breaks my nose.

I’m going to get my hair done later — think snooker ball smooth, Sinead O’Connor-stylee — and when I received this text from my hairdresser, I sighed:

“Depends what we do but definitely no more than £70, hope that’s ok.”

(I’d asked her how much, so I could get cash out.)

Here’s the thing: she could have said £120 and I wouldn’t have batted an eyelid. But that’s not the main problem. The main problem is her total and complete lack of confidence in pricing.

She’s not alone, either.

Almost every business owner I work with has hang-ups about pricing.

I can’t possibly charge that.

Who the hell am I to charge that?

They won’t pay that.

We put a little question mark at the end of our fee statement. A little question mark that says, “I’m not confident. I don’t really think I’m worth this much. I’m open to negotiation — hammer me down.”

Look, I get it.

I’ve been there.

Talking about money can be fucking horrible. Doing it well takes practice. Lots and lots of practice.

But if you want to charge more — and make more — for what you do, you had better get comfortable with it.

Who do you think people feel safer and more comfortable handing over their money to? Someone who’s trembling with fear and whose body is screaming I DON’T THINK I’M WORTH IT…? Or someone who confidently states their fee and shuts up?

I’m telling you now, I am 100% sure you are not charging as much as you could. None of us are.

Would you like to be able to charge more? And feel good doing it?


Buy my book, Business For Superheroes and I will teach you everything I know about confidence in pricing.

You’ll stop feeling that terror as you tell someone your price.

No more apologising for charging money for what you do.

And you’ll be amazed at the difference it makes to how clients and customers treat you…

Click here and treat yourself to a copy:



Vicky Fraser is a copywriter, author, and entrepreneur. She really did run away with the circus… but when she’s not swinging from a trapeze, she’s showing other copywriters and small business owners how to work with better clients, make more money, and stop missing bathtimes, first words, and dinners with angry partners. In fact, she wrote the book on it. Get your copy here.

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