I just got off a call with a dear client, and one topic was highlighted that I want to share with you today. We were discussing how various business coaches give advice around pricing one’s gifts based on what this transformation is worth to a client.

Truly, it is a valid point, and sometimes, some transformation, especially in the world of coaching, energy work, healing, and therapy, can be life-changing. But to me, one massive point is missing in taking this advice on board because our perception of value and what is worth to us is not solely based on the transformation possible. And it should not be presented as such.

What really makes the biggest decision is whether the one we are considering working with has a strong brand authority. It matters when we feel they’re an expert that is trusted by many, that they look and speak like somebody who is making a stand in this world. And that’s how we build our trust. That who we would rather spend big bucks on, compared to someone completely unknown, charging the same prices.

Does the reality of such celebrity investment always meet our expectations? Not at all!

More often than not, I hear stories of people getting into high-ticket containers and programs where they have absolutely zero access to the creator of the program. That one person that they got so hyped about during the marketing stage and that person that they spent thousands and thousands of their hard-earned cash (or often borrowing) just to have an opportunity to meet them, even if it was a virtual meeting.

Another client shared how they spent 100K to come to the “big name”’s house, only to have a very lukewarm, impersonal experience without much to write home about.

And yet the build-up, the brand authority, made them feel they were worth the investment.

The luxury industry is built on that; the perception of the association with something prestige, keeping up appearances and dropping names. In the world of coaches and healers, “I worked with her” can become a status-raising statement by association if “her” is a big name in the industry.

Money Flows To Status & Celebrity

And that is really interesting because I think we have all played that role ever so often when we get very excited to be associated with an experience, a place or a person. And it is frequently quite questionable whether the experience that we received indeed was worth the investment if we look at it with a sober non-excited mind.

Often, we take advice on raising our prices when we don’t yet have the brand authority to back up the bold figures. But attracting clients at that price level can be quite tough and, for some, impossible.

If we don’t feel deep down that we deserve to charge these prices, we will always resort to pure self-sabotage. I have been there I have been coached to raise my prices and “go get those clients.”

As a Projector by Human Design this advice goes against my strategy. If I want to attract clients who are fully aligned with me, then they have to invite me to guide them, and a version of that invitation would be to purchase from me some way of access to my goodness.

Yes, there is a question of me being visible and available for those invitations, and of course, any Projector, scratch that, anyone who is running an online business needs to put themselves out there and be visible so that they can be recognized as that expert that can help with whatever help is needed.

Whatever tactic you use for that, we are getting busy on social media or blogging or called outreach. That is something that needs to be energetically correct; otherwise, we will always resist it.

That pricing coaching experience had paralyzed me for six months; I couldn’t launch. I couldn’t promote myself. I felt completely destroyed simply by having to face the disconnect between how I felt my brand was perceived and the prices I was told to put on my offers.

It wasn’t even a question of whether I would pay those prices myself — that is actually a wrong stance to take. Because it all depends on who you’re offering your services to. Your target market determines if they can afford your prices.

If your target market is from the same world as you and you can’t afford these prices, then you can’t expect them to, and then you will always feel that disconnect.

Because of all the above, I think, taking advice on raising your prices has to be done with caution.

The first question that you need to ask is, do I have the brand authority to match the pricing?

Running an online business as a coach, a healer a therapist will always rely on creating a powerful personal brand. And therefore it’s important to recognize the crucial role that brand authority plays in commanding higher prices and attracting the right clients. If how we show up in the world and what people think of us doesn’t match the pricing level, convincing them otherwise is a hell of a job.

Personally, I have no energy to do that. I’d rather channel it into building what I call “My Visibility Castle.”

One of the key strategies to consider is focusing on building your credibility markers rather than getting caught up in the trap of constantly chasing the latest social media trends. Your social media presence is, of course, important, but often, it is based on hustling, not building your authority. Instead of thinking small, like just focusing on Instagram or newsletters, it’s time to shift your mindset to something more powerful, grander, and bolder.

This could involve writing a book to position yourself as a thought leader in your niche, starting a podcast covering all relevant topics around your expertise, or even leveraging strategic relationships with industry leaders.

The key is to understand that people are drawn to status and celebrity. When they perceive you as an authority in your field, they are more likely to invest in your offerings, regardless of the price tag. It’s not about the numbers themselves but rather the perceived value that your brand conveys.

Now, you might be wondering, “But how can I possibly build this kind of brand authority?” And to that, I say something that you may not want to hear, but something that proved to be the only way, not just for me but for all successful people that I talk to. You have to trust your intuition.

If I could explain my approach to building your brand authority, I would say start with defining the bigger, bolder, a fearless version of you, and make your own online presence reflect that vision in as much detail as possible. You can find a lot of good advice in my book, “On Visibility That Sells. Online Visibility Framework For Coaches & Experts: Attraction Marketing With & Beyond Human Design”

Yes, you KNOW you have built decades of experience, and you are so gifted you SEE the results of working with people are mind-blowing. But unless you look the part, it will be very difficult to convince others that what you know and see is indeed what they’re going to get.

The bigger your brand appears, the easier that convincing becomes. In fact, your brand your visibility is what sells this is why I call my general brand Visibility That Sells. It is all about a perception of you, an experience of that bigger version of you so then the real you can step into this person’s world and deliver the transformation that has been backed up by the experience and the incredible gifts that you bring to the table.

Of course, this doesn’t mean that you should completely abandon the practical aspects of building your brand. Things like magnetic visuals and brand photography, a well-designed website, and strategic partnerships can all play a crucial role in establishing your credibility. But the foundation of your brand should be your unique voice, your personal story, and your willingness to be vulnerable and authentic.

As you embark on this journey of building your brand authority, remember that there is no one-size-fits-all approach. What works for one person may not work for another, and that’s okay. The key is to trust your intuition, experiment, and be willing to adjust your strategy as you go.

So, what are you waiting for? It’s time to start building your brand authority and taking your business to new heights. I can guide you – start with ordering your Marketing Blueprint By Design™ report and an opportunity to taste my guidance on a Zoom call. Sign up below.