A lot of founders set prices apologetically — worried about seeming greedy, worried a client will say no, worried about comparison to a cheaper competitor down the road.
That guilt shows up in the price, and clients feel it too, even if they can't name why. Confident pricing, backed by real value delivered, reads as confidence. Apologetic pricing reads as doubt.
The businesses that price well aren't the cheapest or the most expensive. They're the clearest about what they deliver and why it's worth what it costs.
If your prices haven't moved in over a year while your delivery has improved, that gap is worth closing.
Free first step: the the pricing confidence worksheet.
With respect,
Annie