We all want our pricing to reflect our true value. The problem is, it’s not enough to know your value; you also have to be able to communicate your value. As many of us have experienced, it doesn’t matter if we “charge what we’re worth” if clients aren’t willing to pay.

Learning to articulate your value is both a challenge and an opportunity. It’s a challenge because articulating your value is one of the hardest skills you have to learn as a service-based entrepreneur. However, if you can learn to do it well, you’ll have no problem booking clients at premium price points.

If you want to articulate your value in order to justify a higher price point, you should emphasize these four things:

• Your person – the type of person that you specialize in helping.
• Their problem – what is the problem that you help your ideal client solve.
• Your process – what steps will you take to solve the client’s problem.
• Their promise – what is the tangible outcome or result that your ideal client will experience from working with you.

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Building a Storybrand, by Donald Miller

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