Last week, I had dinner with a brand strategist named Sarah who was completely deflated. She'd just lost a potential client to someone charging half her rates.

But here's the fascinating part: that client had spent twenty minutes explaining why Sarah's approach felt so different, so thoughtful, and exactly what they needed. They praised her insights, described her process in detail, even said they felt confident she could transform their business.

And then they chose someone else purely on price.

Sarah thought this was evidence she needed to lower her rates. I saw something completely different... a pattern I've seen across many creative businesses that, once you understand it, changes everything about how you position your work...

Key Moments:

• [00:00] The dinner conversation with Sarah that sparked a critical business insight
• [03:14] Why price isn't the ultimate deciding factor for clients
• [06:17] The real value of understanding your unique business approach
• [10:03] How to communicate your exceptional strengths
• [16:10] Strategies for attracting clients who value expertise
• [21:55] Breaking the cycle of underpricing and overdelivering
• [28:24] Transforming consultations into value-demonstration opportunities

Notable Quotes:

"When you price based on the outcomes you create rather than competing on cost, you attract clients who are looking to invest in what you deliver and what they want to achieve."

"Quality has become non-negotiable, but it's no longer enough on its own. Beautiful work is expected. What makes you stand out now is how you think, how you solve problems, and how the experience of working with you feels from the very first interaction."

Resources Mentioned:

• Read: This Week's Full Journal Post
• Link: The Base Notes Waitlist
• Subscribe to our Weekly newsletter
• Website: www.philippacraddock.com
• Email: [email protected]

Share Your Insights:

Have you experienced a moment when a client recognised your unique value but chose a cheaper alternative? Share your story and insights with me over on Instagram. DM me and let's discuss how we can better communicate our exceptional strengths.

Never Miss an Episode:

Subscribe to my weekly newsletter for exclusive behind-the-scenes insights, early access to new resources, and weekly inspiration for creative entrepreneurs. Get the first look at upcoming programs and special offers