136. WHY CREATIVE ENTREPRENEURS KEEP UNDERCHARGING AND HOW TO CHANGE IT

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If you've ever caught yourself apologising after quoting a price or felt that quiet discomfort when someone asks what you charge, this episode is for you.

I talk about why that feeling of discomfort is so common amongst creative business owners, why the work that feels most natural to you is very often your most valuable and how to reframe this to price with confidence.

Key Moments:

• [01:24] Why pricing feels so uncomfortable and why formulas aren't the answer
• [02.41:] Deliverables vs. transformation: What your clients are actually paying for
• [08:07] The iceberg analogy and why pricing only the visible tip keeps you stuck
• [12:45] 'Ease is evidence of expertise', not low value: real examples from creative businesses
• [16:20] The mindset shift that makes pricing a very different conversation

Notable Quotes:

"Your clients aren't paying for the deliverable. They're paying for the transformation."

Resources Mentioned:

• Read: This Week's Full Journal Post
• Link: The Six Month Programme - The Bright Line
• Link: The Base Notes
• Subscribe to our Weekly newsletter
• Website: www.philippacraddock.com
• Instagram: @philippacraddock
• Email: hello@philippacraddock.com

Share Your Insights:

I'd love to hear from you. How do you feel about pricing your work? Send me a DM on Instagram. I would love to know your thoughts and insights after listening to this episode

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