Most founders think they’re undercharging because their market “can’t afford more.”

Wrong.

If your messaging is too broad, prospects compare you to the wrong category.

The fix isn’t to lower your rates - it’s to sharpen your positioning so the value is undeniable.

In my experience, underpricing is almost never a pricing problem.
It’s a positioning problem in disguise….

Here’s what happens….

When your messaging is vague - “consulting services,” “marketing support,” “fractional help” - prospects don’t know what to anchor to.

So they anchor you to the cheapest, most familiar option they’ve seen before.

That’s why generic offers get ghosted. They sound like commodities. They lack stakes.

And they invite price comparison.

The good news?

You don’t have to change your skills.

You don’t have to reinvent your offer.

You just need sharper messaging.

There are 3 pieces to it:

First, name exactly who you help.

Don’t say “startups.” Say, “B2B founders doing $500k to $5M who need strategic clarity before hiring marketing help.”

Second, spell out the measurable outcome.

Don’t say “support.” Say, “a 90-day GTM plan that doubles your qualified pipeline without wasting budget on random tactics.”

Third, embed credibility.

Numbers, timelines, proof points - anything that shows this isn’t just theory.

I’ve seen this play out over and over again.

“Fractional CMO for startups” struggles to sell at $2,500/month.

But reframe it as…

“Strategic GTM partner for B2B founders between $500k and $5M ARR, with a 90-day plan to double qualified leads and stop bleeding spend on random tactics”

…and suddenly the same person, same skills, same work is landing $6,500 flat fees with no pushback.

That’s the power of clarity.

Prospects pay more when they clearly understand the transformation you deliver.

So if you feel like your market “can’t afford you,” step back and check your messaging.

Nine times out of ten, it’s not your prices holding you back - it’s your positioning.

Want help with your positioning so you can generate the revenue you deserve?

Either way and as always…

Rooting for you,
Tom

Whenever you're ready... here are 3 ways we can help you grow your biz:

1 | Book an Outreach Strategy Call - CLICK HERE

We'll come up with a solid outreach strategy and how to effectively deliver your offer to your target prospects via LinkedIn or cold email.

We might work together. We might not. In either case you'll walk away armed with new ideas to grow your business.

2 | Get Your Custom LinkedIn Profile Upgrade - CLICK HERE

Drive the right profile visitors, turn them into leads, and get a customized lead list + scripts to start doing outreach for your specific offer (Done-For-You Service).

3 | Work With Us

Start generating leads and selling your services with one of our outreach programs:

LINKEDIN OUTREACH

EMAIL OUTREACH