The Tell That Gives Everything Away
You can have the best product, the clearest landing page, and the strongest offer.
But if you hesitate when you say the price, the sale is already in trouble.
People feel hesitation. They hear it in your voice. They see it in how you phrase things. They sense when you're apologizing for the number before they've even decided if it's worth it.
This lesson exists to help you set a price you can say confidently, without flinching, without justifying, without cringing.
Because simple, honest pricing builds trust. Complicated, apologetic pricing kills it.
Why Hesitation Happens (And What It Actually Means)
Most people hesitate on price for one of three reasons:
You don't believe the product is worth it.
If this is true, don't launch yet. Fix the product first.
You're comparing your price to someone else's.
Their audience, their positioning, and their costs are not yours. Stop comparing.
You're afraid of being judged.
This one is normal. But it's also a signal that you're pricing based on what you think people will think, not what the product is actually worth.
If you can't say the price without cringing, the problem isn't the price. It's your relationship with it.
Read: Why You Hesitate on Price (And How to Fix It)
Pricing That Feels Honest
Honest pricing isn't about being cheap. It's about alignment.
Ask yourself:
Does this price feel fair for what someone gets?
Not compared to competitors. Fair in isolation.
Can I say this number out loud without apologizing?
If you're already building in disclaimers or justifications, the price is wrong.
Would I pay this for the result I'm promising?
If the answer is no, adjust the price or adjust the promise.
Honest pricing doesn't mean low pricing. It means you can stand behind the number without flinching.
Read: How to Know If Your Price Is Honest (Not Just Low)
Avoid Overcomplicated Tiers
Tiers sound smart. They sound strategic.
But most of the time, they just create confusion.
Here's what happens when you offer too many tiers:
People spend more time deciding between options than deciding whether to buy
You dilute your message trying to explain the differences
You overcomplicate delivery by managing multiple versions
Unless you have a very clear reason for tiers, keep it simple.
One product. One price. One clear outcome.
You can always add tiers later if demand shows you need them. But starting with one option keeps everything clearer for you and your buyer.
Read: Why One Price Usually Works Better Than Three Tiers
Choose Confidence Over Optimization
Most people delay launching because they're trying to "optimize" their pricing.
They research what others charge. They calculate perceived value. They test different price points in their head.
But here's the truth: you won't know the right price until you test it with real people.
And you can't test it until you pick a number and say it out loud.
So instead of optimizing, choose confidence.
Pick a price you can say without hesitating. Launch with that. Adjust based on real feedback, not imagined objections.
Confidence converts better than perfection.
Read: Why Confident Pricing Beats "Optimized" Pricing Every Time
How to Pick Your First Price
Here's a simple framework:
Step 1: Write down the result someone gets.
Be specific. "Learn to set up a landing page" is not a result. "Have a working landing page live in one weekend" is.
Step 2: Ask yourself: What would I pay for that result right now?
Not what you think is fair. What you'd actually pay if you needed it.
Step 3: Add a margin for your time, expertise, and support.
You're not just selling information. You're selling clarity, organization, and access to you.
Step 4: Round to a clean number.
$47 is fine. $47.32 looks like you're overthinking it.
Step 5: Say the number out loud.
If you cringe, adjust. If you can say it clearly, you're ready.
That's your price. Ship with it.
Read: The 5-Step Framework for Picking Your First Price
What to Do When People Say It's Too Expensive
This will happen. Not because your price is wrong, but because not everyone is your buyer.
Here's how to handle it:
Don't apologize.
"I know it's a lot, but..." immediately undermines your pricing.
Don't justify endlessly.
One clear explanation is enough. More than that, and you sound defensive.
Don't drop the price to close the sale.
If you do, you've just trained that person to negotiate every time.
Instead, say something simple:
"I understand. This might not be the right fit right now, and that's okay."
Then move on.
The people who see the value will pay. The people who don't won't. And that's fine.
Read: How to Handle "It's Too Expensive" Without Dropping Your Price
Simple Pricing Builds Trust
Complicated pricing makes people suspicious.
Why three tiers? What's the difference? Am I missing out if I pick the cheaper one? Is the expensive one overpriced?
Simple pricing removes that friction.
One product. One price. One outcome.
People know exactly what they're getting and what it costs. No games. No confusion.
That clarity builds trust faster than any pricing strategy.
Read: Why Simple Pricing Converts Better Than Clever Pricing
Bottom Line
If you hesitate when you say the price, customers feel it.
Set a price that feels honest to you. Avoid overcomplicated tiers. Choose confidence over endless optimization.
Pick a number you can say clearly. Launch with it. Adjust based on real feedback, not imagined objections.
Simple pricing builds trust. Hesitation kills it.
So decide on your price. Say it out loud. And stop apologizing for the value you're creating.
Read: The Pricing Confidence Checklist (Are You Ready to Launch?)