The Nitty-Gritty:

  • Why Abby Herman, founder of Write Solutions, set her prices so low to begin with
  • How she realized she needed to raise her prices and how long it took to make it happen
  • What happened when she realized that her prices were only part of the problem and how her services have evolved since
  • Why Abby feels more motivated than ever to find a new level of satisfaction in all areas of her life and work

Nothing can spook an entrepreneur’s confidence like setting a price.

As soon as you come up with a number, your inner critic goes into overdrive:

“It’s too high! They’ll laugh at us!”

“It’s too low! It’ll bankrupt us!”

“Is it really worth that much?”

“Who do you think you are asking for money at all?”

“What if they can’t pay?”

“What if I lose sales?”

“What if I’m wildly successful and can’t keep up?”

As my grandmother would say: Good grief!

If putting a price on your products or services—let alone raising your prices—makes you want to run and hide, all that mental chatter is a good excuse.

My guest today is no stranger to this incessant mental chatter around pricing.

Abby Herman is the founder of Write Solutions, a content marketing agency for service-based business owners who want to gain visibility for their businesses with personalized content strategies and implementation.

When Abby started out, she priced her work so she could guarantee she’d get paid—even if it was next to nothing. She had bills to pay and a child to take care of.

As time went on, though, Abby discovered that pricing her work the way she was just wasn’t working.

Abby and I talk about how she ended up working for so little and what she needed to do to raise her prices. We dive into all the feelings that came up around raising her prices and discovering the real value of what she was offering.

And the best part? Abby shares how upleveling her prices and services has inspired her to uplevel every other aspect of her life, too.

This candid conversation with Abby is part of a whole series we’re doing here at What Works on confidence. We want to shed light on how small business owners continue to find confidence, long after they’ve taken the leap to get started.

Throughout this month, you’ll hear about finding the confidence to come back after a major loss, experiment & iterate, stick with the plan, and land giant clients. When we’re not posting new conversations here on the podcast, we’re sharing personal essays and reflections from What Works Network members on how they find the confidence to take the next step.

To get the full series delivered to your inbox—and check out what we’ve already released—click here.

Now, let’s find out What Works for Abby Herman!