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Price is just a number.

You might believe people will think it outrageous that you want to charge £50, £500, £5000 for what you do, but numbers mean different things to different people.

Back in 2013 I learnt a valuable lesson.

We had a company called EmberAds – a machine-learning advertising platform that was privacy-safe with no tracking (there’s a lesson about timing there too).

We had taken external funding. Spent a lot of someone else’s money. Over £450,000. And we had a product that wasn’t working and £6000 left in the bank.

We went to the investor and told him the score – expecting him to sue us into oblivion.

To our surprise he said “give the six grand to charity, close the company and we’ll go our separate ways”.

Surprised we asked him about the money.

He said “I fund ten companies with that amount of money and only one will be a success”.

I still remember when that initial £111,000 landed in our bank account. I’d never seen so much money. And they continued funding us; it grew to £450,000 – an incredible amount.

But to the investor it was just a number on a spreadsheet. A speck of dust on his expensive suit.

Remember that when setting your pricing – it’s just a number and you can definitely charge what you’re worth.

Posted on

Price is just a number.

You might believe people will think it outrageous that you want to charge £50, £500, £5000 for what you do, but numbers mean different things to different people.

Back in 2013 I learnt a valuable lesson.

We had a company called EmberAds – a machine-learning advertising platform that was privacy-safe with no tracking (there’s a lesson about timing there too).

We had taken external funding. Spent a lot of someone else’s money. Over £450,000. And we had a product that wasn’t working and £6000 left in the bank.

We went to the investor and told him the score – expecting him to sue us into oblivion.

To our surprise he said “give the six grand to charity, close the company and we’ll go our separate ways”.

Surprised we asked him about the money.

He said “I fund ten companies with that amount of money and only one will be a success”.

I still remember when that initial £111,000 landed in our bank account. I’d never seen so much money. And they continued funding us; it grew to £450,000 – an incredible amount.

But to the investor it was just a number on a spreadsheet. A speck of dust on his expensive suit.

Remember that when setting your pricing – it’s just a number and you can definitely charge what you’re worth.

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Getting paid

I used to worry about asking to get paid. I still do. There is (was?) some part of me that feels like a scumbag because I’m asking for money.

But it’s not actually like that. I realised that my clients WANT to give me money.

One client is struggling because their client can’t afford to pay them. But they are putting a plan in place to make sure I get paid. They want to pay me.

I’ve got a new client and I was holding off writing the contract because I thought they weren’t ready. He rang me up, interrupting me, and made me do it.

I had a coaching client and I was struggling to charge him because I was unsure if what I was doing was helping or not. He kept ringing me up reminding me to send him an invoice.

People WANT to pay you. They want to give you a fair rate. They trust you to do a good job and they know what that’s worth.

The clients who battle you on price – they don’t believe in you – and they’re invariably the cheapskates who never get what they want.

So don’t work for them.

You know you’re good at what you do. That’s why you dropped everything to work for yourself.

Find the clients who can see that. Find the clients who value what you do.

They’re out there. You just need to look in the right places.