Ep 223: Stop Undercharging: The Psychology of Pricing Your Membership
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Stop Undercharging: The Psychology of Pricing Your Membership
Pricing feels hard when your offer does not promise income.
That is where most founders get stuck.
They think:
“If this doesn’t make people money, no one will pay.”
That’s not true.
People spend money every day on things that do not create financial return.
So the problem is not your offer.
It’s how you see the value.
The Mindset Shift You Need First
Before pricing, fix this belief:
Value is not always financial.
Think about what people already buy:
Therapy
Coaching
Fitness
Hobbies
Community
None of these guarantee income.
But people invest anyway.
Why?
Because of what it creates in their life.
What You Are Actually Selling
You are not selling content.
You are not selling access.
You are selling what becomes possible.
That might be:
Clarity in life
Confidence in decisions
Better relationships
Personal growth
Consistency and accountability
It may feel intangible.
But it is not.
It is deeply valuable.
You Need One of These to Price Well
Strong memberships are clear on one thing.
Either:
A specific person
A specific outcome
The best have both.
For example:
A parent in a high-pressure life stage
Someone working toward a creative goal
Someone seeking clarity and direction
The clearer this is, the easier pricing becomes.
Vague offers feel cheap. Specific offers feel valuable.
How to Actually Choose Your Price
Pricing is not random.
It is grounded in two things.
1. Market Awareness
Look around.
What are people already paying for similar value?
Not just memberships.
Look at:
Books
Courses
Programs
Experiences
People pay $20+ for a single book.
That matters.
It gives you a baseline.
2. Your Confidence
If you do not believe in your price, you will not sell it.
People can feel that.
So start at a number that feels:
Stretching, but safe
Aligned, not forced
Then grow into your pricing over time.
You can always increase.
A Smarter Way to Set Your Price
Do not jump to your end goal price.
Instead:
Start where you feel confident
Build proof and results
Increase over time
For example:
If your goal is $59 per month, you might start at $25.
Then raise it as confidence and demand grow.
Momentum builds confidence.
The Real Work Behind Pricing
Pricing is not just a number.
It is clarity.
You need to understand:
Who this is for
What they want
What this changes for them
When you do this well, your messaging gets stronger.
And stronger messaging increases conversion.
The Bottom Line
You do not need to help people make money to charge money.
You need to create value that matters.
That value might be:
Growth
Clarity
Connection
Progress
People pay for transformation.
Not just income.
Ready to Price and Position Your Membership the Right Way?
If you want help refining your offer, messaging, and retention systems, apply to work with Shana.
Learn more at shanalynn.com
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