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Before we get into it, I have a question for you. Tell me the truth. When you finish any kind of promotion, any kind of launch, even if it went well, do you ever think, oh my gosh, I can't believe I have to do that all over again? Like, even if you hit your goals, making the money that you're making, it just takes so much effort and time. If so, I want to invite you to a free training for female founders who are making 150k or more annually, where I'm laying out an entirely different model. I call it my revenue consistency formula. And it's how you go from successful because you've made your company successful to successful because you have marketing systems that grow your business for you. You don't need any new offers. And I'm not going to offer you another marketing tactic to try and hope it works. I'm going to offer you a new way of aligning your business so it grows. Instead of relying on you showing up and moving it forward every single minute. It's live, it's totally free, and you can reserve your spot@amyporterfield.com training. That's amyporterfield.com training. Okay, let's get into today's conversation. When it came time to say the price, I froze. This is where a lot of people get stuck. When you're clear on the transformation, you start to see the real value of what you're offering. I don't even care what it cost. Amy, I'm in. Raising your prices does become easier. The way you talk about your offer matters more than the price point itself. You. You need to practice. The price is only as strong as your confidence in it. My guest today is a dear friend of mine. One of them goes. That one over there. She's big money. And it was my guest today. Her name is Amy Porterfield. Amy Porterville, the ever amazing, best selling author of two weeks notice. Ms. Amy Porterville. A few years into my business, 50 people bought my program at 397. The next time I launched it, I raised the price to 997. One person bought, same offer, same audience, same webinar. The only thing that changed was the price. If you've ever raised your prices and you've watched your sales drop, you know how gut wrenching that feels. You start questioning everything. Is my offer good enough? Does my audience trust me anymore? Did I get greedy? Should I have really raised the prices? People aren't ready for their prices to be raised. It's. It's not the right time. Like your mind just goes crazy when it doesn't work. Actually, it goes crazy before you even raise the price. Right? Even thinking about raising the price freaks a lot of us out. I've so been there, but I know so many of the founders that I've worked with feel the same way. And then when they finally do it, then the turmoil doesn't really stop. So I've been there. I questioned all of it. But here's what actually happened on that webinar. When it came time to say the price, I froze, my mouth went dry. I started over explaining everything. I think it was even like my voice got a little shaky. I had already added way too much to the offer because I'm known for that and I've obviously corrected it. But for many years, I've added way too much to the offer. And, and I did that because I was trying to justify the higher price. Right? And now I was stumbling through it all, trying to make it make sense. I could feel myself losing the room with every single word. This wasn't happening. But I told myself, like, people are just dropping like flies. Like on the webinar. They hear the price, they're out. And at the time, I didn't realize it was 100% my confidence in it. So I just thought I'd made the worst decision. But the truth is, the price was fine. I was the problem. I just wasn't ready to sell at that price. I didn't believe I should raise the price. I. I mean, I listened to everyone else. Everyone always says, raise your prices, raise your prices. But I didn't believe I should at that time. And my audience felt every ounce of my uncertainty. So after that launch, I decided to drop the price to 497. And then people bought again. So for a while I thought the lesson was that 997 was just too expensive for my audience. That wasn't the lesson. Eventually I came back to that 997 price point, but this time I did it with a two tier model. And this is something I've taught my students for years. So if you've been in my programs, you've probably heard this, but what I did is I did independent study for 397 and then I had a 997 offer where it included a community and more of me. And that worked. The difference though, was me. I finally believed in the price. I could say it without flinching. I could hold the line. If you've known that you should charge more, but you just can't bring yourself to do it. If you've raised your prices and it didn't go the way you had hoped, or if you're sitting at the same price that you've had for years, even though you know you should raise it but you feel like raising it is terrifying. This episode is for you. We're going to talk about how to actually raise your prices. Like what you need to do in order to make it work, what needs to be true first, how to build the confidence to sell sell at a higher price point, and what to do with the clients who already paid the old price. That question comes up a lot for me. But before we dive in, if you're loving this podcast and you haven't subscribed yet, take a second to do that now. So whether you're on Apple Podcasts, Spotify, YouTube Subscribing means that you won't miss an episode. And if you're feeling generous, I would love for you to review the show as well. It definitely helps me get better and to hear what you're loving. Okay, so let's go ahead and get to it. The first step to raising your prices with confidence is getting crystal clear on the transformation your offer delivers. I'm talking about what actually changes in someone's life or someone's business because they went through your program. You got to get clear here. This is where a lot of people get stuck. They can list all the modules, all the bonuses, the calls, the templates, everything that's included. But when I ask them what their students actually walk away with, they stumble. Here's why this matters for pricing. When you're clear on the transformation, you start to see the real value of what you're offering. You stop thinking about how many hours of content you created, and you start thinking about what the content makes possible for someone. So remember earlier I said that I've been so guilty of just adding way too much to my courses. The way I got out of that is I actually started to focus more on what is the transformation? And then I would ask myself what is absolutely necessary for this transformation and what is either fluff filler or good to have but not totally necessary? A lot of the good to have became bonuses, lead magnets, extra content around the launch, but I didn't have to include it as the core program. And here's a little side note. I won't go off on a tangent, but I have to say this. People want less. They want to know that they can get your transformation in a week versus a month. If that's possible. So the less you include, the faster you get the transformation. They actually want that some people will pay more for that. So more is not more in this situation. But again, getting back to pricing, when you start to really understand the transformation and how you can change their life or their that moment in their life, a season of their life, whatever it might be, you start to really get behind your pricing. It starts to make sense. So what's the cost of your students staying stuck? That's another way to look at it. The years of frustration, the missed opportunities, the toll it takes on their confidence, the money they're leaving on the table, all of that, like depending on what you're selling. When you can articulate the cost in that way, your price starts to make sense in a completely different way, much more powerful. So here's what I want you to do. Write down the transformation your offer delivers in one clear sentence. Who is your student before they go through your program? And who are they after? When you can explain it simply, you can sell it confidently and likely raise your price because you start to believe in it. The clarity comes first. The confidence follows. The second step is to strengthen your position. Your price makes sense in the context of how you're positioned in the market. Positioning is about being known for something specific by the people who need it most. It's about owning a point of view, having a methodology that's yours, showing up consistently and collecting proof that speaks to the results. When your positioning is strong, your price becomes easier to justify. People already believe you can deliver before you even make the offer. They've seen your content, they've heard your perspective. They trust that you know what you're talking about. So let me give you an example. As you might know, I recently transitioned my business for many, many, many years. I sold a course called Digital Course Academy. It was $2,000 and it did exceptionally well. I created a podcast at the beginning of 2026 talking about why I was making this big transition into a six month coaching program that had a much higher price point. And what I found when I started to enroll people into my new coaching program is that many of the people who had been in my world for a long time didn't even care what the price point was going to be. And, and I don't make this up just to like, I'm not insinuating it, I'm actually, this is really truly happened where I was on many calls with potential students for the coaching program and they would say something along the lines of I don't even care what it cost. Amy. I'm in. I've been waiting for you to do this for forever. I'm in. And you could say those people were just big fans of mine, but I believe it has something to do with positioning in terms of what I've done year after year after year to not only build this brand, but to make my place in the marketplace show up consistently, have a point of view and drive results. And so when you do that and when you do it long enough, raising your prices does become easier. So I'm also not saying that you have to be in business as long as I have to do a more high ticket price. That's absolutely not true. But if you ease into a higher price, sometimes that makes it a little bit easier, especially on your confidence. But the easiest easing in means you're working on the positioning of you and your offer. And a lot of positioning is building the trust because people need to trust you in order to pay you. So how do you strengthen your positioning? Number one, you get specific about who you help and how you help them. The more specific you are, the more magnetic your offer becomes. Okay, I have to interrupt. You know how at the beginning of this podcast, I mentioned a free training? Well, if you're a female founder making 150k or more annually, this is the training that's going to help you not just make more consistent revenue, but also if you've hit any plateau, it's going to help you move right past it. Okay, so here's how to know if this training is for you. Number one, you have a really great month, and then you're like, oh, I don't know if I can repeat it. Does that ever happen to you? Or, you know, you're capable of more than your revenue actually reflects right now, or you have an audience, you have offers, you have paying customers, you have a real business, but it still feels so hard if you can relate to any of these. I created the revenue consistency formula to get you out of this exact situation. So I want you to go to emiporterfield.com forward/training right now so I can show you how to refine what you have and turn it into revenue that's far more predictable. Deal. Okay. Amyporterfield.com training all right, let's get back to the show. For example, instead of saying, I help authors finish their book, you would say, I help aspiring authors finish their first draft in 90 days. It's strong because it's clear and specific. Okay. Number two, you need to own a point of view this is so important. And I have to admit, for many years as I was growing my business, I didn't really understand how important this point was. And over the last few years I've really leaned into it because it cuts through the noise online. You need to have a point of view. So what do you believe in? What would you die on a hill for? What do you believe about your industry? Whether it be positive or negative? What's your unique take on how things should be done? When you have a clear perspective, people remember you, even if they don't fully agree with you. I think there's a lot of respect for people that stand their ground and have their beliefs and their values and they speak about them and they hold them. And so this is really important. A point of view makes you more interesting. So if you don't feel like you really have one out there, let's develop it. And number three, collect proof that speaks to results. You know this one, right? Case studies are powerful here. They build trust. Case study, not just a testimonial, a case study. It tells a story. Where your client was before, what they struggled with, what the experience was like going through your program or getting the results they were after. And where are they now? Your buyer needs to see themselves in that story. So that's why it's so important to know who you are marketing, to know your ideal customer avatar and create case studies with them in mind. Knowing these are going to resonate with them. Remember, we're talking about positioning and part of positioning is building that trust. And case studies will do that. Here's what I've learned. After years of selling, the way you talk about your offer matters more than the price point itself. So when I froze on the 997 webinar, it was because I didn't know how to talk about my offer in a way that made the price feel like a no brainer. I was over explaining, I was practically apologizing for the price. I was throwing in extras just to justify that number. And all of that communicated one thing. I didn't fully believe in what I was selling. Or more importantly, I didn't believe that the value matched the price. So the goal is to position your offer in a way that's so compelling, so clearly tied to the transformation your audience wants, that the price becomes almost irrelevant. Like that's the ultimate goal. They're thinking about what their life looks like on the other side of the transformation you're promising. So how do you do this? Well, number one, you're going to lead with the transformation, your audience cares about what's different in their life after they go through your program. So you want to start there. You want to lead with the transformation. Number two, you want to address objections before they come up. So if, you know, people worry about time, talk about how the program and their transformation will help them get their time back. If, you know, people worry about whether it'll work for them. Like, I don't know if this is right for me. Share a lot of different stories of different people who have gone through your program so they can see themselves in those stories and also share a story about someone who had that same doubt. I'm not sure if this is right for me. So they can see, oh, I'm not the only one that feels that way. Your goal with your that testimonials in your case studies, in the stories you tell is to make sure that your ideal customer, they feel understood and validated. So you want to anticipate what's in their head, and you want to make sure that you speak to that. So number three is to practice saying the price out loud. I know this sounds a little silly, but it's true. You, you need to practice this. So not just the price, but, like, how you're leading into it, how you're talking about the offer. I've always told my students, because I've done it myself, you've got to practice this. Like, if you're doing a webinar, I want you to go through that entire webinar from start to finish like you were live. So you can never stop. If you mess up, you just keep going because you want to make sure that the first time you deliver that webinar is not live with people literally there and you're going to be selling to them. You've got to practice this, but especially practice the transition into selling, the transition into talking about your offer and then getting into the price of the offer and what they get. You really want to practice that. So it just feels totally comfortable in your body. The more comfortable you are with your price and your offer and talking about it, the more comfortable your audience will be. Okay, so let's talk about the logistics. Once you've decided to raise your prices, there are some practical things to figure out. First, payment plans. So payment plans make higher prices more accessible. So you're making it easier to say yes. When I raise my prices. Having a solid payment plan option, it helped me feel more confident about the increase. And also I knew it would be way easier for my audience to say yes. So it was good for me, good for them. As you think about raising your prices, think about what payment plan structure makes sense. So how many months do you want to do? What's the total? If they choose the payment plan versus pay in full. So a good payment plan, it removes a barrier and it gets an easier. Yes. So I think it's a must. Second, think about how this affects your existing clients. If you offer lifetime access, then this is pretty simple, right? So for most of my digital courses, I've always offered lifetime access. So if someone sees that I raised the price and they already bought it, they're like hot dang, I already bought this and I got it for a cheaper price. So they're going to be happy. So that's not the problem. The problem is if you have a program offer, membership, course, whatever, where people re enroll and you've raised the price. So what are you going to do about that? Let's say you, you have a membership and you're raising the price or a coaching program that people want to re enroll in and you're raising the price. So when someone who's already been through your program wants to come back to me, you honor the price they came in at. I think this is the only way to do it. Now obviously it's not the only way to do it and others might have a different opinion, but I feel like it's good faith. They put their faith in you, they purchased the program, they've stayed in, they want to continue. For most offers most programs, to me it makes the most sense to honor their price. And here's the thing though. Let's say you change the program and you offer one on one coaching where you weren't offering it before. That's a different ballgame. Then maybe give them a discount the next time they enroll and it doesn't have to be a huge discount. But if nothing changes and you've just increased your prices, I think you honor the price they came in at. So I just think it makes them fans for life. And the new pricing can apply to the new people. But your alumni, you are showing the respect and honoring when they came in and what they paid. Now what about the people that didn't buy at the old price and now are upset that the price went up? That's just how business goes. I wasn't even going to bring this up, but I get asked this sometimes. Like some people get mad that you know, the price went up and they didn't buy last time. Well, that's just like anything I Always say, like if someone walked into an Apple Store and said, hey, I wanted to buy this computer but I'm really pissed because it was this price, you know, six months ago and I didn't buy it and now it's raised and I want the old price. Like no one does that, right? So when you're kind of like, ooh, I don't know what to do here, just pretend you're an Apple Store, what would they do for things like this? I think that analogy makes sense. All right, let's wrap this up. Here's what I want you to take away from this episode. Raising your prices starts with clarity. So get clear on the transformation you deliver. Strengthen your positioning so people already believe in your value before you ever make the offer. And learn about how to talk about your offer in a way that makes the price feel like a no brainer. That one's big. The logistics matter too. So payment plans are going to help this be more accessible for your audience and kind of help you ease into it as well. And also I say take care of your alumni, honor your current members and remember, you don't have to get it perfect. The first time I went from 397 to 997 to 397 again, 497. I was all over the place for a while, but the two tier pricing really did help. Now I don't want you to be all over the place, but I was learning and figuring it out. So it's okay if you kind of mess this up a little bit or you have in the past, but now I want you to really anchor yourself and what you think is right and I want you to get behind it 100%. So if you want help getting your offer and your positioning dialed in and you are already making about 150k annually or more, I do have a really special training. It's called the revenue consistency formula. And I'm going to walk you through how to align your offer and your messaging and even your lead gen so that you have more predictable revenue. And this really does tie back to the price as well. Because when you've got that price locked in and you get your messaging around it and you start attracting people that are going to honor that price and it makes sense to them, it's easier to sell. So again, if you're at that six figure mark, I've got a special training, the revenue consistency formula. Go to amyporterfield.com forward/training, it's free. And I dial in your messaging, your lead gen and your offers. All right, my friend, remember, the price is only as strong as your confidence in it, and confidence comes from doing the work we talked about here today. Thanks so much for tuning in to this episode. I hope it gave you a clear path to raising your prices with confidence. If you found this episode helpful, I'd love for you to leave a review. It takes just a minute and it helps more people find the show. If you're watching on YouTube, make sure you subscribe to the channel so that you don't miss what's coming up next. And if you're listening on your favorite podcast platform, just make sure to follow and subscribe.