So you’ve created a signature program. You’ve poured your expertise, heart and hundreds of hours into it. But when it comes time to price it? That’s where things get sticky.
Do you make it “accessible” so more people can join? Do you go premium because it’s high value? Do you price it suppperrrrr low just to “see what happens”?
Stop right there.
Because the truth is, after working shoulder to shoulder with the most incredible female experts I’ve discovered that many price their Signature Offers from a place of fear, guilt or people-pleasing. And it ends up costing them not just profit… but energy, confidence and growth.
In this post, I’ll walk you through exactly how to price your signature offer so it:
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Reflects the true transformation you deliver
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Feels good in your body and bank account
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Supports your life (not drains it)
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And attracts the right clients (not the “price shoppers” who expect everything for nothing and don’t do the work… IYKYK)
Let’s talk about signature offer pricing that fuels both peace and profit.
Undercharging is not a business model
Let’s address the elephant in the inbox: undercharging isn’t service, it’s self-sabotage.
When you price your offer based on what you think people can afford (or what feels comfortable), you end up with:
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An unsustainable business model
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Clients who aren’t fully invested
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Emotional burnout from overdelivering to “prove” the value
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Limited capacity to grow or give generously elsewhere
You start resenting your program, the sales process, or your audience… when the real problem is simply pricing.
This is your permission slip to stop pricing for everyone. Because when you try to be “accessible” to all, you often become invisible to the ones who really want what you’ve built.
What’s really behind “accessible” pricing?
Let me say this clearly: wanting to help more people is beautiful. But undercharging in the name of accessibility is usually just fear in a halo.
Fear of:
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Being seen as greedy
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Pricing too high and hearing crickets
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Being judged by friends, peers or Instagram strangers
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Excluding people who truly need support
Here’s the reframe: The more money your program makes, the more accessible your free content can be.
Your signature offer doesn’t need to be priced for everyone that’s what your podcast, blog, emails and free resources are for. You’re not closing the door on the people who can’t afford you yet. You’re holding the door open for those who are ready and willing to do the work.
The peace + profit framework for coaching program pricing
Here’s my step-by-step method for how to price your signature program without undercharging or burning out:
1. Price the transformation, not the time
You are not charging for 6 Zoom calls and a Notion board. You’re charging for a result.
If your program helps:
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First-time mums sleep through the night
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Wellness practitioners build their first $10k month
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Corporate women transition into soulful entrepreneurship
…then THAT is the value.
Value-based pricing means you price according to the transformation, not how many hours of your time it takes to deliver.
2. Know your revenue baseline
Your pricing doesn’t exist in a vacuum.
Ask yourself: What’s the minimum revenue I need to earn each month for my business to feel sustainable and spacious?
Example:
You want to earn $8,000/month
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Your program is $2,000 = 4 clients
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Your program is $497 = 17 clients
Can you energetically and logistically serve 17 clients at that price point? Probably not. That’s where burnout starts.
3. Protect your delivery energy
If your program is loaded with high-touch elements like weekly calls, 1:1 support, feedback, live Q&As - and your pricing doesn’t reflect that?
You’re setting yourself up to overgive and under-earn — and then start feeling resentful of your clients, burnt out and repelled by your business… and likely tapped out so much from delivery that you lose the capacity to market and sell.
Ask yourself:
“Can I deliver this program, at this price, over and over again without resenting it?” “What would it look like for me to 4x the number of people I bring into this offer?”
If not, your pricing needs a rework.
Pricing well creates boundaries, longevity and better results for your clients, because you’re showing up energised and resourced.
4. Use payment plans to increase accessibility without discounting
Offering payment plans is the best way to make your program accessible without lowering your price.
Example:
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$997 pay in full
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$177 x 6 months = $1,062 total
It gives your client a lower barrier to entry + It gives you recurring income security.
It also encourages commitment. Clients are more likely to stay the course and get the transformation when they’re financially invested.
5. Stop trying to price for “everyone”
This is where most women stay stuck.
You think your pricing should somehow suit:
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The fresh-out-of-uni coach
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The mum on one income
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The burnt-out corporate escapee
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The person who’s “interested but not ready”
But the truth? You only need to price for your Cloud 9 Client, the one who is ready, invested, and values what you do.
That person is not comparing you to a $27 ebook. They’re looking for someone who can solve their problem and guide them to results. And that person will pay for real transformation.
When you price well, everything works better
- You sell less, but earn more
- You attract higher-quality clients
- You show up more confidently
- You stop working 24/7 to “prove” the value
- Your audience starts seeing you as a leader, not a “deal”
You become the coach they remember. The expert they refer. The brand that stands out. All because you dared to price like it matters.
A quick note on imposter syndrome + “charging your worth”
Your worth is not on the table here. You are already worthy regardless of whether anyone buys.
But your offer needs to be priced in alignment with the outcome it delivers. It’s not about charging for your worth. It’s about charging for the value you provide, and the impact your client walks away with.
You’re not a $27 motel. Stop pricing like one.
Let’s go here for a sec. If you walked past a gorgeous, modern hotel in the city with a sign out front that said “Rooms: $27/night” what would you assume? Something must be wrong with it.
Because pricing shapes perception. And your dream clients are no different.
When your pricing is too low for the transformation you offer, the people you most want to work with question the legitimacy of your results.
They want transformation. They want quality. They want confidence. So give them all of that. Starting with a price that matches the energy of your program.
Want help pricing your signature program?
This is exactly what I help women do inside the free Sold Out Signature Challenge.
Over 3 value-packed days, I’ll walk you through how to:
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Build a signature program that becomes your breadwinning offer
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Nail your messaging so it sells itself
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Set your Goldilocks price that feels just right
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Map your 12-month rinse-and-repeat launch plan
This is the exact strategy that’s helped hundreds of women scale their businesses without burning out.
→ Click here to save your free seat
Let’s build your peace-and-profit business together.