The Final Answer To "How Much Should I Charge?" (Read this.)

Spoiler alert: Raise your prices.

The Final Answer To "How Much Should I Charge?" (Read this.)
Photo by Giorgio Trovato / Unsplash

If you're reading this, you're undercharging.

How do I know that?

Because everyone is undercharging 100% of the time.

Price is a construct.

It's arbitrary.

It has no ceiling.

The economy functions on trust and value.

Everything else is noise.

What is trustworthy?

What is valuable?

The smartest readers have already connected the dots.

Don't worry if you're confused.

Let's try saying it a different way:

It's all made up.

Economics textbooks have brainwashed you into thinking that X is worth Y because of reason Z.

These are stories.


If you can make someone believe what you're doing is valuable, then you can charge them for it.

If you can't do that, you can't charge them for it.

The degree to which you can charge them for it, what we call a price, runs along an infinite continuum.

Take the same bottle of wine, stick two different labels on them and wham: two different prices.

One is worth $10.

The other is worth $10,000.

It's a game.

Are there exceptions to this?


Is it more complicated than this?


Will you be able to charge more by understanding the following two principles?


  1. Charge across a wide spectrum of options.
  2. Push the lower and upper limits higher than you're comfortable with.
  3. Be good at what you do/sell.
  4. Repeat ad infinitum.

Good, better, best, bester, bestest, goodest best, betterest best, bestest best.

See the pattern?

Up and to the right.

Charge whatever you want.

Inflation is breathing down your neck.

I suggest you pick a high number.

A large number.

Then make that number higher.

Offer a lower number.

Then help people move towards the higher number.

Then make that number higher.

It's a game.

"You didn't answer the question!?"

I didn't?

Or do you just not like the answer?

I'm saying:

  1. Charge whatever you want.
  2. Make that number as high as possible.

It's your job to convince yourself of those two truths.

People who have already figured that out, are out there doing what you're doing.

Would you like to do it?

Then go and do it.

Do you ever worry that you're undercharging?

If you want a step-by-step formula you can follow to raise your prices without hurting demand then you'll want to grab your free copy of my newest book: Triple Your Prices: How To Raise Your Prices Without Hurting Demand.

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