Podcast Summary:
Shiny New Clients! with Jenna Harding
Episode: How to Price a New Offer in 2 Simple Steps
Date: January 5, 2026
Episode Overview
In this episode, Jenna Harding breaks down her signature approach for pricing a new offer or service, delivering a practical, mindset-forward guide that helps entrepreneurs set prices that both sustain their businesses and resonate with their ideal clients. Jenna focuses on “two simple steps,” rooted in considering both your needs as a provider and your potential client’s perspective—ensuring profitability, confidence, and powerful positioning for your new offer.
Key Discussion Points and Insights
1. Rethinking Pricing as a Dynamic Process
- Jenna opens by demystifying the stress around pricing: “You’re not marrying this price. You can change it, you can change it whenever you want, you can raise it. Ideally, I’d love for you to not lower it…” (01:10)
- Pricing is not a one-time, permanent decision. It should evolve with your expertise, offerings, and market.
2. Step One: The Provider (Your) Point of View
- Resentment Rule:
- “You must choose a rate that you can provide without resentment.” (03:25)
- Pricing too low can lead to burnout and under-delivery.
- Forget Scaling at First:
- “Don’t worry about scaling until you are selling.” (05:10)
- Focus first on selling and validating the offer before thinking about exponential growth or automation.
- Calculate Your True Costs:
- Awareness of hidden operational costs is vital—hours prepping, software, spaces, team, etc.
- Memorable analogy: Pricing modeled after a bar kitchen—every handful of cheese and leaf of lettuce is accounted for (06:00).
- For online businesses, understand that lower overhead is an advantage—but still know your numbers.
3. [Testimonial Highlight] The Value of Experience
(Dramatized written testimonial played on-air.)
- “Your course is golden. You are human, relatable, smart and make everything so simple…” (08:09)
- Underscores the unique value a real expert brings vs. just knowledge from AI.
4. Step Two: The Client Point of View
- Pricing Is a Marketing Tool:
- “Pricing is a marketing strategy from the client’s perspective.” (09:05)
- Don’t Rely on Client Surveys for Price:
- Most people will just report the lowest number they’d pay. Instead, analyze what your ideal client values.
- Outcomes Over Deliverables:
- “People buy value and outcomes. They don’t care that your course has 12 modules. They care about what the outcome will be after they complete those 12 modules.” (10:15)
- Aligning Price with Desired Transformation:
- Different audiences will ascribe different values to an outcome (e.g., $2,000 for closet organizing only makes sense for the right client).
- Positioning and Perceived Value:
- Enhance the offer with high-perceived-value bonuses and visually appealing assets (e.g., pretty worksheet mockups in Canva) to reinforce value.
- “Never state the price until you’ve positioned the value.” (15:00)
- Examples from Magic Marketing Machine:
- Bonus bundles: “In Magic Marketing Machine, our bonus bundle is valued at $5,000, which is five times the investment of the program in total…”
- Emphasizes clear communication of program outcomes over its components.
Notable Quotes & Memorable Moments
- On Changing Prices:
- “Think of your price as a living, breathing thing...” (01:00)
- On Pricing Without Resentment:
- “You must, must, must, must choose a rate that you can provide without resentment.” (03:25)
- On Cost Awareness:
- “I used to work in a bar and... you'd portion out and measure that handful (of cheese), weigh that handful, figure out how much that individual handful of cheese costs so that you know exactly how much money making the meal actually costs, right down to each individual leaf of lettuce.” (06:05)
- From the Client Testimonial:
- “Knowledge can easily be found with any AI tool... but your experience and practicality and the way you make everything so accessible is just wow.” (08:14)
- On Outcomes:
- “They don’t care that your one-on-one sessions are 90 minutes. They care that your dog will walk off leash without pulling after that session…” (10:22)
- On Pricing as Marketing:
- “It’s totally normal for every business to get people saying the price is too high. Usually, it means you haven’t effectively positioned the value or outcome.” (16:30)
- On Positioning:
- “That’s why often you’ll see in bonus bundles for programs, the value of the bonus bundle is like five times the cost of the program.” (13:40)
Timestamps for Important Segments
- 00:00-01:50 — Introduction to pricing mindset and process
- 01:51-07:59 — Step One: Provider POV—Resentment, costs, and not worrying about scaling
- 08:00-09:00 — [Testimonial break] Experience-driven value, not just information
- 09:01-16:45 — Step Two: Client POV—Outcome-based pricing, positioning, and perceived value
- 16:46-19:30 — Recap: Key points on choosing a price you’ll love and making sure clients see the value
- 19:31-End — Closing reminders, encouragement, and Magic Marketing Machine call to action
Episode Recap: The 2 Simple Steps to Pricing
From the Provider POV:
- Set a price you will not resent delivering, accounting for every cost—financial and emotional.
- Don’t obsess over scaling until you’ve confirmed your offer sells.
From the Client POV:
- Identify and promote the clear, meaningful outcome of your service or product.
- Price the outcome, not the deliverables, and enhance perceived value through positioning.
Final Words:
- Jenna’s tone is approachable, practical, and fun—infused with personal anecdotes, marketing know-how, and tough-love encouragement for entrepreneurial listeners.
- “Good luck pricing your new offer. I'm really excited that you're putting something new out there in the world.” (19:30)
This summary is crafted to highlight all actionable insights and keep the original spirit of Jenna’s coaching style, making it a practical guide for entrepreneurs and service providers seeking pricing clarity.