82. Why you should price in accordance with the pain potential

It can be hard to know how to position your services.

Are you the high-quality option, the "cheap and cheerful" one, or somewhere in between?

I've spoken before about being in a reasonable price range so clients can justify staying with you longer. But "reasonable" is a big vague, so I wanted to explore this topic deeper.

To me, it comes down to the pain potential. Not the pain, necessarily, but the potential for pain if they don't hire me (or someone like me).

The bigger the downside potential, the more people will pay to avoid it.

Give this a listen and tell me if you agree.

—kw

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