Stop Giving Away Your Expertise for Pennies

I'm writing to you today from my local cafe on a sweltering summer afternoon, sipping on a mostly-melted Iced Americano.

I'm supposed to be diligently working, but my focus wanders to the artist across the street, working on a mural.

It got me thinking about a client I consulted for a few weeks back.

She’s made a living for decades as a painter, selling individual pieces for $60k+.

During the pandemic, she tried her hand at selling online classes—"How to Watercolor," "How to Paint Portraits," "Landscapes," etc.

She was successful enough to add another $200k in top-line revenue to her business.

But what she couldn’t crack … was her membership site.

No matter how much promotion, incentives, or discounts she offered, there were never more than 60 members.

When she came to me, she said, “I’m done with it. I’m thinking about shutting it down. It’s such a hassle, and no one takes it seriously.”

I asked her, “How much are you charging?”

Her response: “$39 bucks a month.”

“And what are they learning inside?” I asked.

“How to make money as an artist. How to set up a business. I sell it as a follow-up to my tutorial classes.”

*Note: What I’m about to share with you can be applied to any coaching business, and it has nothing to do with a membership site. This one bit of advice added $300k+ to her business.

I told her, “It’s not working for two reasons”:

1. It is grossly underpriced to the point of repelling clients. If someone expects to learn the commissioned art business from one of the most accomplished artists in her field, the price should reflect that value. Think about the lifetime value of learning your techniques. What’s it worth?

2. Money is attention. Even if it is the best information, how seriously will someone implement it if they’re only paying $39?”

She took my advice and repackaged the membership site. She increased the price by over 200x and sold out her first two launches.

It’s a powerful reminder: the value you place on your expertise directly influences how others perceive and invest in it. If you’re undercharging, you might be undervaluing your skills and repelling potential clients who are willing to pay for quality.

Evaluate your pricing strategy and consider the true worth of what you offer. You might find that increasing your prices not only boosts your revenue but also attracts more serious and committed clients.

Don’t be afraid to charge what you’re worth. Your business, your art—and your peace of mind—will thank you.

Cheers,

PS - Wanna see how I can help you charge your worth?

Check out the training below. 👇

“How to build a stable 6-7 figure business without relying on social”