Are you working harder than ever but still feeling like you're not earning what your business is capable of?

In this episode of Money Secrets, Fi unpacks one of the biggest myths in small business: that making more money means working more hours.

Instead, she explains why sustainable growth comes from understanding your true capacity, charging appropriately for the value you create, and attracting better-fit clients through stronger branding, marketing, and messaging.

Fi shares why so many business owners unknowingly overestimate how much billable work they can realistically do, and how this leads to burnout, undercharging, and constantly feeling behind. She also explores why raising your prices isn't about keeping every client, it's about creating the space to serve the right clients well while building a more profitable and sustainable business.

If you've ever felt trapped in the cycle of working harder without seeing better financial results, this episode will help you rethink the relationship between time, value, pricing, and profit.

🎧 Tune in to discover why earning more isn't about doing more, it's about building a business that values your time, expertise, and capacity.

Register to our free masterclass: More Money. More Mission
30th July 2026 | 10am AEST (60 mins) | Zoom | All welcome.

What you'll learn in this episode:

Why working harder doesn't automatically make you more money. Learn why working longer hours often leads to burnout instead of better financial results.
How to understand your true business capacity. Discover why only part of your working week is actually revenue-generating.
Why pricing has the biggest impact on profitability. Learn why increasing your prices is one of the fastest ways to improve your income.
How higher prices create a more sustainable business. Understand why charging more allows you to work with fewer, better-fit clients.
Why branding, marketing and messaging matter. Discover how clearly communicating your value supports premium pricing.
How to attract your ideal clients. Learn why defining who you serve helps you build a stronger, more profitable business.
Why outcomes matter more than features. Understand how communicating results helps clients see the value of your work.
How to avoid the 'curse of knowledge.' Learn why using simple language makes your marketing more effective.
Why raising your prices means letting some clients go. Discover why losing lower-value clients can strengthen your business long term.
Why your expertise should be reflected in your pricing. Learn why your rates should grow as your skills and experience improve.
How to make more money without working more hours. Discover how capacity, pricing and marketing work together to grow your business.

💡 If this conversation resonates and you want hands-on support, you can work with Fi one-on-one or join Good Money Club, where small business owners learn how to make and manage money with clarity, confidence, and impact.

- Good Money Club (doors are open now)

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Say hi: hello@peachbm.com.au

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In this podcast, Money Secrets, host Fiona (Fi) Johnston, Chartered Accountant, small business advocate, and impact enthusiast, dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open.

Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses can change the world, but only if we're making money and managing it well.

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Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.business

If you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here.

Check out my FREE Pricing Training you need to set your prices for profitability.

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This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.