Somewhere along the way, we all learned the "trick" that setting our prices with a 7 or 9 on the end would trick people into thinking you're not charging them as much as you actually are.

$19.99 isn't $20, it's $19.

$147 isn't $150, it's $140.

$95 isn't $100, it's less than $100.

These forms of “charm pricing” are said to work because of something called the “left-digit effect” which compels consumers to focus primarily on the leftmost digit(s) of a price and pay less attention to anything that comes afterwards.

Does anyone actually see it that way anymore? Because I sure don't. And I honestly don’t think it gives buyers the credit they deserve. This approach to pricing is so ubiquitous now I don’t see how it’s still effective.

If anything, today's consumers are more insightful and informed than ever before, and therefore are more likely to see right through these pricing tactics. 

Full transparency: I used to use these pricing practices, even though I haven't really ever believed they make any difference.

But last year, I decided I was over it. I mean, if you know anything about me or my business you likely know that trying to “deceive” my audience via my pricing methods isn’t exactly on brand.

These days, when you go to buy something from me it's a nice, round number until the tax gets added on. 

I could spend a bunch of time laying out research to debunk the pricing psychology that gurus have been peddling for years,  but I don't think it matters. 

When it comes to your business, and more specifically your pricing, you should be doing what works for you and not worrying about what anyone else says – including me (at least on the number at the end of your prices).

That’s not to say your pricing shouldn’t be thoughtful and strategic. Pricing decisions should be built directly into your marketing and business plans.  

But there are much more important considerations than the look and appearance of the number you choose. 

So, what does matter with pricing? Let’s review a few key elements.

Covering your expenses

At a bare minimum, your prices need to cover the expenses you’ve incurred (or continue to incur), to bring your offers or products to life.

• Are there manufacturing fees associated with your offer? Costs for raw materials? For distribution?

• Do you have employees or contractors? 

• Have you paid to promote your product or service? 

• What tools are you utilizing to help your business run smoothly? Email software? Design software? Automation tools? 

• Are you paying for rent for a physical storefront? Utilities? 

• Are you taking into consideration your vacation, health insurance, benefits, and/or sick pay? Remember that these are your responsibility as an entrepreneur. 

The point at which your total costs equal your total revenue is your break-even point.

Over time, as you set-up the proper systems and structures in your business, develop more experience, and grow, you’ll be able to optimize your earnings. 

Paying yourself

You’re in business to make money because that’s how you pay the bills.

The reality is that if you want to serve your clients to the best of your ability, and make a positive impact on the world, you need to be paid appropriately for your work. 

Giving too much of yourself and your energy with little to no financial benefit or reciprocation is a quick path to burnout. 

You absolutely deserve to be paid, and paid well for your talents, knowledge, creativity, and efforts. 

What are your business goals and motivations? Are you working on this business full-time? Do you have plans to expand your business and team? What are your lifestyle goals and desires? 

As a small business owner, you are in complete control. 

You get to decide on a pricing strategy that fulfills your own needs and fits within your goals, while still taking into account your clients or customers and how you desire to serve them. 

Reflecting value

There is no doubt in my mind that a lot of thought, effort, intention, creativity, knowledge, and time (among other things) went into crafting each product or service you’ve created for your business. 

Unfortunately, many business owners don’t recognize their own value. Tell me if any of these sound like you: 

• You take your knowledge for granted, assuming that everyone already knows a lot of what you’re sharing. (I promise they don’t.) 

• You don’t know how to charge for intangible elements like the structure, creativity, or intention you build into your work. 

• You don’t accurately calculate the effort you put into your work. 

• You don’t take into account all of the time that went into developing your product or service. And spoiler: it’s not just about the time you spent creating the PDF or coaching the client. It’s also about:

• The hours that went into accumulating the knowledge you have that qualifies you to be able to coach or teach.

• The time spent building tools, practices, and an understanding of the challenges your clients experience that you want to help alleviate.

• The time you spend answering emails and on other admin work related to your client.

• The time you are preparing for client calls and/or doing follow-up afterwards.

Ultimately, this often adds up to small business owners undervaluing their offers. 

Let me reassure you: your services are valuable. People need what you’re selling. And this value extends beyond the physical product you’re providing or the service you’re offering.

Is your offer going to save your clients or customers time or money or both? 

What mental, physical, or emotional transformation does your offer help facilitate for clients or customers? 

What is the perceived value or worth of your offer? What are competitors charging? What differentiates your offer from theirs? 

What’s the demand for your product or service? Can you easily keep up with these demands or is there a limited supply (for example, if you can only work with 5 clients a month, securing one of those 5 spots as a client is incredibly valuable). 

Get really clear about what you’re offering, and how this supports your ideal client. They’re looking for a solution to a specific pain point and you have the answer. 

Don’t forget how valuable that is! 

Your values

Your business needs to be aligned with your values.

So, if you haven’t already, take some time to get clear on what those are. 

If you value accessible pricing, maybe this means you have one product or service at a generously low price-point (like I did with my Magnificent Marketer’s Club). Or maybe you offer payment plans or flexible pricing.

Alternatively, maybe you value commitment and focus from your clients, and know that they’re more likely to invest time and energy into your program if they invest a lot of money upfront. 

If you value accessibility, maybe you need to engage a contractor to have someone transcribe your videos. 

If you value business growth and expansion, it might be time to analyze if your current prices are in need of review. If you don’t value growth and are perfectly content with your current lifestyle, maybe your prices don’t need to change.

If you value diversity and inclusion, maybe you can include a give-back in your offer where a percentage of the price is donated to a cause you care about. Or maybe you have a “pay what you can” initiative for minority groups. 

All of these factors play a role in your pricing decisions, and all will be unique to you and your business. 

The bottom line? When you reassess your prices, do so intentionally

A lot of people reading this aren't charging nearly as much as they should be. Are you one of them?

If I went through my pricing evaluation with you, I'd probably tell you to double, maybe even triple your prices because you're barely paying yourself more than minimum wage for the time you work on an individual client or product.

So, stop worrying about silly pricing "psychology" that doesn't matter and start focusing on what really does matter. 

Build a business you’re proud of. With prices that clearly showcase your value, pay you adequately, and are beautifully aligned with your goals and values.