If you’ve ever hesitated before naming your price or felt a pit in your stomach after sending a quote, you’re not alone. As women business owners, especially those in service-based businesses, pricing can feel deeply personal. But here’s the truth: undercharging isn’t humble. It’s holding you back.

In this episode of the Brand Believer podcast, I’m getting real about pricing, confidence, and why playing small isn’t serving you or your business. I break down the hidden reasons behind undercharging. From the lies your brain tells you to the way we downplay our own brilliance. Whether you’re a photographer, coach, stylist, or designer, this conversation will help you step into your value and start charging like the expert you are.

Know Your Real Value (It’s Not Just What You “Do”)

One of the biggest mindset shifts? Realizing that you’re not selling a product or a service. You’re offering a transformation. When you downplay what you do with phrases like “I just take photos” or “I just cut hair,” you’re stripping your work of its impact. Knowing how you make your clients feel, what results you deliver, and why it matters is the key to setting rates that reflect your true worth.

Silence the Inner Critic and Take Back Your Power

Pricing gets easier when you stop letting your brain sabotage your brilliance. I walk you through the “value add” exercise that changed everything for me and how you can use it to uncover your strengths, clarify your brand messaging, and charge with confidence. Your skills, your experience, and your heart for serving others? That’s what makes you valuable. It’s time you see it, too.

You Don’t Need More Hustle. You Need More Clarity

If your brand feels vague, your confidence is likely cloudy. When you know your value and can articulate it clearly, everything shifts. You’ll attract better-fit clients, post content with ease, and stop second-guessing your rates. This isn’t about inflating your ego. It’s about aligning your pricing with the transformation you offer.

So if you’re tired of feeling stuck, underpaid, or overlooked, this episode will be the wake-up call you didn’t know you needed. Are you undercharging? Stop playing small. Let’s change that.

LISTEN HERE: iTunes | Spotify | Amazon

Episode Links

Your pricing reflects your confidence. If you’re still playing small, it’s time for a fresh perspective. I would love to help you uncover your superpower. Book your free brand clarity call here. 

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About Lisa (aka LiLo)

Marketing feels overwhelming when you don’t have the right visuals. I’m Lisa (aka LiLo), and I help business owners create strategic branding and photography you can actually use on your website, in your social media, and across all marketing channels. The result? You look professional, build trust, and finally feel confident showing up. My Services | Get to Know Me | Follow on Instagram | Book a Free Branding Call