Money, Money, Honey. Are You Selling Yourself Too Cheap?
What Does Your Pricing Say About You? Underneath the Complex Psychology of Pricing is a World of Unexplored Metaphors.
In the intricate world of commerce, the concept of money stretches far beyond its numerical representation. No pun intended but money is loaded with every single emotion you can imagine. The idea of money itself can transform into powerful metaphors such as “money rules the world”, shaping our decisions and perceptions in profound ways.
We live in a world where every transaction is more than an exchange of goods for money. Beneath the price tag, a silent yet powerful story unfolds—one that reflects our intentions, values, and even our self-worth. So, are you selling yourself cheap? Are your prices a statement of confidence, or do they echo a hesitation buried within?
Money, in essence, is a metaphor—a means of communicating value, worth, and trust. Yet pricing taps into much more than economic rationality; it reveals our core motivations and the subtle ways we seek validation. When you set a price, you’re not only assigning value to your product or service; you’re signaling your own perception of its worth, and, perhaps unconsciously, of yourself. And here’s the paradox: when pricing feels too low, doubt creeps in about quality and integrity. But when it goes too high, customers may suspect insincerity or inflated claims.
Ask yourself: How does your pricing make you feel? Does it inspire confidence, or does it cast a shadow over your credibility? Have you consciously chosen your pricing, or are you letting the market dictate what you're worth? And what toll does it take on you when you undersell, or when you justify a price you secretly doubt?
Pricing, then, is not a mere number; it’s a compass pointing toward who we are and what we believe we deserve. Money as a mirror of our motivations invites a question: What story does your price tell? And more importantly, is it the story you want to tell?
When we pay for a product or service, we’re not just exchanging bills; we’re investing in our desires, seeking to make an impact, finding joy, fulfilling needs, and asserting our self-worth. Money becomes a symbol of our intentions and aspirations, a tool to navigate the journey towards personal betterment and quality of life.
Too Low or Too High?
However, this dynamic is not a simple one-way street. There exists a critical tipping point — a specific price where the balance shifts and the integrity of the transaction comes into question. Beyond this point, the price tag itself can overshadow the inherent value of the offering, leaving a trail of doubt and skepticism. This paradox underscores the importance of maintaining a delicate equilibrium between the perceived value and the actual cost.
Interestingly, this paradox also operates in reverse. When prices plummet to exceptionally low levels, a similar discord emerges. Bargain hunters may find themselves questioning the quality and authenticity of the product or service due to its surprisingly affordable price. This phenomenon emphasizes that pricing is not only about setting a monetary value, but also about signaling quality, credibility, and authenticity. It becomes an integrity issue.
Pricing as Self-Perception: let me introduce the idea that, for many, the prices they set for their work or products reflect their own perception of their worth. Are they aware of the unconscious messaging about themselves, or are they underselling out of fear of rejection or imposter syndrome?
At its core, the psychology of pricing taps into our primal instincts for survival. The exchange of money triggers an emotional response tied to our ancestral drive to secure resources and ensure our well-being. This emotional undercurrent infuses the act of pricing with a unique significance, making it an intricate blend of ancient impulses and modern economic rationality.
Price, Worth & Value
Crafting a Pricing Strategy that Resonates. Create a pricing structure that communicates both the quality of your service and the integrity of your brand, consider each of these dimensions carefully:
Perceived Value: Pricing should reflect the value your customers believe they’re receiving, shaping their first impressions and building trust in your offering. Consider: does your price elevate or diminish the perceived benefits of what you provide?
Handling Pricing Complaints: If customers voice concerns about price, treat this as a valuable signal. Are they feeling a gap between price and value, or is the complaint indicative of mismatched expectations? Use these insights to refine how you communicate your value or adjust your pricing.
Value for Money: Ask yourself if your pricing matches the quality, experience, and benefits clients will receive. A well-aligned price should make clients feel confident that they’re getting a fair return on their investment.
Market Value: Even if you’re pioneering a unique service, customers often rely on familiar pricing benchmarks. Are you pricing within a range that makes sense to them, or are you creating a new standard that requires explanation and context?
Budget Positioning: Think about what your price point represents in your customers’ budgets. Are they investing in a critical service, or is it an optional upgrade—where do you fit in on that ladder? Pricing can help clients determine how to prioritize your offering within their own financial world.
Pricing Justification: When prices increase, customers need to understand the reasons. Communicate the added value behind any rise in price—whether it’s superior service, exclusive features, or enhanced quality—to align with their expectations and maintain their trust.
Perceived Fairness: A fair price is one that clients see as justified, even beneficial, given the quality they receive. If clients are confident in the fairness of your pricing, they’re more likely to become loyal advocates for your business, enhancing your reputation.
Logical Communication: When presenting pricing, the reasoning should be clear from the client's perspective. Emphasize the benefits and unique aspects that only they can experience, framing your price as logical and compelling in a way that resonates with them directly.
Brand Positioning and Pricing: Price communicates as much about your brand as any other element. Premium pricing should evoke exclusivity and high value, while lower prices might emphasize accessibility. Ensure that your pricing reflects the perception you want clients to have of your brand.
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ABOUT THE AUTHOR
I have learned one elementary truth: people are not their fears, their doubts, or the ridiculous stories running loops in their heads. People are geniuses waiting to explode onto the stage of their destiny. My job is to hand them the match.
I live by a single truth: my brain and body run my life, not my mind. My mind is a precious tool for research, stimulation, creative ideas, and communication with others—not my guide, my guru, my boss, or my friend. Energy inspires me, not thoughts. I wait to move and flow when my instincts kick in. The thinking is in the flow, just like a great wave is always part of the ocean.
I deal in transformation, without apologies. I see people in technicolor. The masterpiece is inside every being. Sometimes I provoke and challenge self-imposed limitations, but my true aim is to nurture, educate, and empower.
Outside of work? I keep my world simple. I cook like a mad scientist, travel to feed my senses, and I play piano. Humor—sharp and unrelenting—is my weapon against the dullness of small talk. I write daily and publish articles about topics that inspire me. I spend countless hours in conversation with my wife, deepening our understanding of life, each other, and the one thing that truly matters: awareness.
I don’t pretend to have all the answers. But I know this: the development of self—especially self-reliance—is the only education that matters, because every decision we make is in fact a direction. It determines the quality of our experiences and their outcome. If there’s a thread that runs through everything I do, it’s this: trust life and trust yourself—it will set you free.
Critical Skills to Empower Your Journey & Light up Your Soul
Since 1989, upon founding the Eric Stone Studio in Los Angeles, I have been coaching professional actors & voice artists, as well as business professionals.
Today, I am a Husband | Performance Coach | Visual Artist & Talent Developer As an Actor & Director, I Worked in New York & Hollywood from 1979 to 2015 | Broadway | Soaps | & Dubbing Artist in over 400 Films & Animated Series |
“All Great Outcomes in Life Come from a Paradigm Shift in Perspective.”
