November 22, 2025

.Worth vs Value in Private Practice: Set Fees Confidently

1 hour 40 minutes

Struggling to set fees or feel confident charging what you're worth? In this episode, Dr Brooklyn Storm unpacks the crucial difference between worth and value in private practice. Learn why value is determined by your clients' perception—not your credentials or time invested—and how worth reflects what's truly important to you as a practitioner.

Discover why women practitioners often undercharge, the hidden costs of low fees on your lifestyle and wellbeing, and how to stop projecting money anxiety onto your clients. Brooklyn shares eye-opening insights from working with male business coaches who approach pricing without guilt or shame, plus practical journal prompts to help you assess whether your services, fees, and business activities are truly worth it for you.

Whether you're just starting your practice or feeling stuck with a full diary but struggling financially, this episode will help you create a thriving practice that serves your clients while honouring your time, freedom, and financial goals. Learn how niching increases perceived value, why your messaging matters more than you think, and how to build a practice that actually works for your life.

Links:

Website: https://brooklynstorme.com

Etsy Store: https://thehappypractice.etsy.com

Facebook: https://www.facebook.com/brooklynstormephd/

Wellness Check: https://brooklynstorme.com/wellness-check

Chapter Markers

00:00 - Welcome & Introduction to Worth and Value

00:41 - Introducing Practice Momentum Program

01:34 - Why This Episode Matters for Your Practice

02:00 - Eye-Opening Course Experience: Different Money Mindsets

04:00 - Common Money Challenges Women Practitioners Face

06:22 - The Undercharging Trap and Client Projection

09:00 - Understanding Worth vs Value: The Key Difference

11:16 - Value is About Your Client's Perception

14:12 - Why Niching Increases Perceived Value

16:04 - Real Examples: What Clients Actually Value

18:27 - The Freebie Test: Learning What Resonates

22:28 - Worth is About You: Is It Worth Your Time?

26:57 - What Creates High Value for Clients

32:32 - Niching and Specialisation Increase Value

38:46 - Journal Prompts for Discovering Client Value

42:12 - Using Client Feedback to Improve Value

50:25 - Assessing Worth: What Matters to You

1:01:24 - The Worth Filter: Is It Worth It for You?

1:06:25 - Fee Setting Through the Worth Lens

1:13:35 - Worth It to Show Up: Time and Energy Investment

1:23:18 - Gender Differences in Approaching Business Money

1:28:39 - The Swan Message: Acting from Your Worth

1:34:58 - Fear Comes from Love: A Powerful Reframe

1:37:12 - Wrap Up and Business Consultation Offer

Show Notes

Key Topics Discussed:

The critical difference between worth (what's important to you) and value (what's important to your clients)

Why women practitioners commonly undercharge and the real cost to their lifestyle

How money mindset and personal money stories get projected onto clients

Understanding that value is subjective and determined by client perception, not your qualifications

Why niching dramatically increases perceived value and attracts ideal clients faster

The importance of understanding what your specific audience sees as valuable

How to test messaging and offers to see what resonates with your audience

Journal prompts to assess client value and personal worth in your practice

The worth filter: evaluating whether business activities are worth your time and energy

Fee setting strategies that honour both client value and your worth

Gender differences in approaching business finances and pricing

Tracking numbers and metrics to make informed business decisions

The swan totem message: acting from your worth rather than fear

Reframing fear as coming from self-love

Resources Mentioned:

Practice Momentum - Brooklyn's signature program for private practice success

Business Strategy Consultation - 15-minute consult available

Facebook Business Page Experiment - Testing freebies and messaging

Animal Totem Oracle Cards - Swan symbolism and worth

Action Steps:

Journal on: "What value do I think my clients get by working with me?"

Journal on: "Through the eyes of a client, what is the value of my service?"

Assess each business activity: "Is this worth it for me based on what's important to me?"

Review your fee through the worth lens: "Is this fee worth it for what I'm sacrificing?"

Track your numbers: revenue, expenses, inquiry-to-conversion rates

Evaluate freebies and content: what's getting traction and what's not

Consider: "If I approached this through a lens of my worth, what would I do differently?"

FAQs:

Q: What's the difference between worth and value in private practice?

A: Value is determined by your client—their perception of the importance and benefit of your services. Worth is about you—whether delivering your services at a certain fee is worth it based on what's important to you like time, freedom, and lifestyle.

Q: How do I know if I'm undercharging as a therapist?

A: Ask yourself: "Is this fee worth what I'm sacrificing?" If you're fully booked but working evenings and weekends, missing family time, or still struggling financially, you're likely undercharging.

Q: Why does niching increase the perceived value of my practice?

A: When you specialise, clients perceive you as knowing more and being better able to help their specific issue, even at the same fee as a generalist. Niching allows you to speak directly to your ideal client's experience, creating stronger connection and trust.

Q: What do clients actually value in therapy services?

A: Clients value solutions to their specific problems, expertise in their exact situation, and the belief that you understand their unique experience. Value is created through messaging that speaks to their outcomes, not through listing your qualifications.

Q: How do I stop feeling guilty about charging for my services?

A: Recognise you're projecting your money issues onto clients who never asked for that burden. Reframe pricing as a business decision, not a moral one—undercharging forces you to see more clients and sacrifice personal time, which serves no one.

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By Dr Brooklyn Storme

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