You don’t need more leads. You need better pricing.

Why "Charging More" Is Still the Best Growth Hack

Everyone wants to scale, but no one wants to raise their prices.

We’d rather install a new CRM, redesign the website, or build a 12-step onboarding sequence than do the one thing that actually works: charge more.

But here’s what most people don’t realize: pricing is not about math but perception.

People don’t pay for hours. They pay for certainty. They pay for status. They pay for not having to think.

Google literally builds features around this with price extensions in ads, because showcasing pricing up front helps people make faster decisions when value is clear.

People pay for momentum, confidence, and not having to figure it out themselves.

A $3,000 consultant might give you a PDF and a phone call.

A $30,000 consultant might give you the same PDF — and completely change your company.

Same advice. Different frame.

Why? Because price sends a signal.

If you charge $1,500 for strategy work, the client thinks, “Cool, let me double-check this with my assistant.”

But if you charge $9,500, the CEO books the call. The company listens. People show up with notebooks.

The perceived value changes the behavior.

I’ve seen this happen in real time. Business after business raising their prices by 3-4x at times, and making more sales at the same time.

With higher-paying clients, people pay faster, need less convincing, and trust you to just run the play.

Same exact offer.

Completely different outcome.

That’s the leverage of higher prices: you’re no longer selling. You’re selecting.

It works in software, too. Have you ever noticed how most $20/month tools have more support requests than $200/month ones? It’s not because the cheaper product sucks, it’s because low-paying users feel entitled to micromanage every pixel.

In contrast, high-paying users don’t want a million meetings. They want results. They bought outcome, not access.

When your price is clear and confident, people trust it more. Google (also) gives brands insight into this with their Manufacturer Center tools. So companies can see how their product pricing shows up across search and optimize for perceived value.

When you’re the more expensive option, something powerful happens inside your customer’s head.

They think of your product as a guarantee, giving your business the leverage (with that price) to:

• Earn the margin to do better work.

• Hire help.

• Think, instead of scramble.

• Take on fewer clients and give them more energy.

• Finally, get your time back.

That’s the part people forget.

Pricing isn’t just about revenue, it’s about control.

Control of your time. Your energy. Your headspace.

And if you’re not sure where to start, here’s the move:

Take one of your offers and raise it by 30%. Do it this weekend. Don’t overthink it. Just adjust the price, and next time someone asks, that’s the number.

See who blinks first.

And if you’re scared? That’s good. Growth always feels like overcharging right before it becomes your new normal.

Final thought:

Price is a positioning tool. It’s a filter. It’s a magnet for serious customers.

And most importantly, it’s a mirror showing you exactly how you see yourself.

If your price feels like it’s shrinking you? Raise it until it doesn’t.

Reply if you’ve ever undercharged and felt it.

Or if you finally raised your rates and never looked back.

See you Monday,
Lundin
Underpriced for years