“I can’t raise my prices… my clients would leave me if I charged more.” she said.

I was sitting across from “April,” an insanely talented weight loss coach, who was just 3 months into building her own health and wellness business.

“Sure you can, it’s all about positioning.” I replied.

Over the next 2 hours we dialed in exactly who she served, restructured her messaging, and crafted a client experience that demanded a price 2-3x what she was changing by focusing on EXACTLY what her ideal client wanted.

Now just 14 months out from our positioning conversation, April’s business is thriving, she’s working with a couple celebrities, and she just recently implemented a wait list to work with her at her new higher rate. (thanks in part to the referral engine.)

Now I promised that I wouldn’t go into any more specifics about April’s business, but I can share with you the same strategy I used (at a high level) to reposition her business.

But first a note:

A few of my friends have seen this video and said it I should have made it the backbone of a paid course on positioning.

That said, do me a huge favor and share it with a friend you think should be charging more... the more shares it get's the better I'll feel about giving it away for free. ;)

If you enjoyed this video don’t miss out on the 13 page Picture Perfect Positioning strategy guide below.

In it I walk you through key insights that don’t fit well in video format.

• What positioning is and why it matters.
• The "Coca-Cola frame" or the one frame that you should view your positioning strategy through.
• Tangible value vs Intangible value and which you should be focusing on.
• Why "the P word" isn't bad... I'm talking about Profit.
• Thorough walk-through of the 4 steps to building a perfect positioning strategy.
• And 19 pointed questions to help guide your positioning strategy.

Get the guide here:

Key Take Away:

Your prices determine your client’s expectations of your work and relationship together.

If you’re pricing yourself against like a low tier [what you do], then clients think they should treat you like one.

Raising your prices will not only help you do more meaningful work, but it also allow you to do better work.

Profit isn’t a dirty word. It’s the only way to do what you do sustainably. (click to tweet)

Positioning Questions?

Have you struggled with positioning your business?

If so, I want to hear about it. Drop your question in the comments below.

I’ll talk to you soon,

Published: 2014-03-07