In this episode, Travis and producer Eric break down how to think about pricing across products and services so you stop guessing, undercharging, or racing competitors to the bottom. They walk through how to find a healthy price point, when to go premium instead of cheap, and why your rates should reflect the value and outcomes you deliver—not how long the work takes.

On this episode we talk about:

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  Why “charge what you’re worth” is useless advice without understanding perceived value, buyer outcomes, and your actual close rate.

  
  


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  How to think about pricing physical products, when to follow the market, and when to intentionally position yourself as the premium option.

  
  


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  Using close-rate percentages as a feedback loop to know when you’re underpriced, fairly priced, or simply bad at sales and positioning.

  
  


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  Why hourly billing traps service providers and creatives, and how to shift into offer-based, results-based pricing instead.

  
  


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  The importance of early testing, discounted beta clients, and iterating your prices up as demand and proof-of-results increase.

  
  

Top 3 Takeaways

1. 
   

   Stop tying your prices to hours and start tying them to outcomes; clients pay for a result, not your calendar time.

   
   


2. 
   

   Use your sales close rate as a live diagnostic: very high close rates usually mean you’re underpriced, not “amazing at sales.”

   
   


3. 
   

   Early on, treat your pricing as a test—get paying clients, prove the result, then ratchet prices up until you encounter meaningful resistance.

   
   

Notable Quotes

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  “There’s no prize for being the second-cheapest option, but there is a real advantage to being the most expensive with a better offer.”

  
  


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  “It doesn’t matter if it takes you 30 minutes or three months—the value is the value, and the client is paying for the result.”

  
  


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  “Selling your time by the hour lets people rent you; selling offers and outcomes is what eventually buys your time freedom.”

  
  

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