The Exact Formula I Use to Price My Offerings

The Exact Formula I Use to Price My Offerings

“If you’re not worried you’re pricing it too cheap, you’re not pricing it cheap enough.”
~ Roy Williams

Ethical and accessible pricing is super important to me. So much so that I get told regularly that I don’t charge enough for what I offer. I love it when that happens because that’s actually one of my primary goals with everything I create — to give tons of value for the most affordable price possible.

Now I say affordable, but of course, that’s subjective. What’s affordable for one person might be impossible for another person, but my strategy around pricing is to go as low as I can on price without sacrificing myself and my livelihood. I do this because I remember well how hard it was to access useful and much-needed business advice when my business was not yet making enough money to be able to afford it. Talk about a catch 22.

I knew early on that I didn’t want to be a business owner who charged exorbitant prices for my work.

So if I don’t charge the way I often see others in the mainstream marketing and business coaching world charging, how do I come up with my prices and how do I advise my clients come up with their prices?

Pricing is something that gets discussed in many of my coaching sessions. And when it does, the topic of worth often comes up — i.e. what is this offering worth to the end user? Which on the face of it might seem like a sensible question to ask but when it comes to services or digital products like coaching, workshops or courses, “worth” is a tricky one to determine.

By comparison, physical products are a different story because there is a cost to the elements included in the product itself. An Apple phone, for example, is worth more than a cheap, unheard of brand phone because the quality of materials and the technical spec are significantly higher. Worth in this case is easier to determine because of the cost to make it.

Given that there is rarely physical materials involved in what I or my clients sell, a better predictor of price is time. Let me walk you through what I mean.

When considering the price of a new offering, I first consider my minimum hourly rate. That is the lowest amount of money I want to earn per hour of my time spent delivering my services.

This is something I highly recommend you do for yourself.

In terms of how you come up with that number, I usually recommend considering the figure below which you would start to feel resentful. For example, if someone paid you $75 for an hour of your time would that leave you feeling resentful? If so, at what point would you not feel resentful and start from there.

Remember, your minimum hourly rate today can increase with time as your audience and demand grows. Starting off lower gives you that scope but if you start off high and find that price is affecting sales then it’s harder to reduce prices without sending the message that not enough people were buying.

My minimum hourly rate is currently 150 euros. The only thing I charge that for are the discounted single sessions I offer to former 1:1 clients or CBM participants. The price per hour for all other offerings is usually higher. Hence it’s my minimum hourly rate.

A few years ago I hit a cap in my earning potential with 1:1. Given that there are only so many 1:1 sessions I can do in a day, week or month and that I wanted to keep my services accessible when it comes to price, putting my rates up to 300–500$ a session (like many other business coaches with my level of experience do) didn’t feel like an option for me. So I had to think about other ways to make more money per hour.

That’s when I started to offer workshops — that way I can keep prices low and work to get more sales so that I can hit and even exceed my minimum hourly rate target.

Taking into account my minimum hourly rate of 150€, I was able to work through how to price my workshops based on how much time I needed to spend delivering the product and the number of sales I’m likely to make.

Note that I say time spent delivering the services not creating the services. This is because the creation of a workshop only happens once, but because I get revenue for my workshops in multiple ways I don’t include creation time in the price. For example, I usually go on to sell the replay of my workshops and I often deliver my workshops in other people’s group programs or masterminds and get new clients as a result. I even use the same teachings in my group mastermind which I’m generating revenue from too.

I also don’t include my marketing time in the cost of my workshops. I’m of the believe that we do our marketing to get paid not get paid to do our marketing.

You might find that including this time in the price is important but I’ve found that if I try to include creation time and marketing time, it renders the price prohibitive for many.

So let’s work through this with a real example.

Recently I’ve been charging 50€ for a 3-part workshop. This is cheaper than many of my colleagues might charge for 4+ hours of training, but here’s how I do the math.

First of all I figure out how long it will take me to deliver my workshop. Let’s use my Create More Clients with Gift Sessions Workshop as a working example.

This was a 3-part workshop which included 2 x 90 minute sessions plus 1 x 60 minute session. That’s a total of 4 hours.

But there is also some prep before each session. Let’s say one hour per session. This makes for a total of 7 hours.

If I go back to my minimum hourly rate of 150€, that means I would need to make 7 x 150 (1050) in sales for this to hit my target of at least 150€ an hour.

I figured if I priced the workshop at 50€ and got 20 people registered, I would just about make it (and that’s without replay sales).

In the end, I actually had 17 people register for the live workshop which brought in 850€ but since then I’ve made 11 sales of the replay which adds up to another 550€, bringing the running total to 1400€ which brings my hourly rate up to 200€ for the time spent delivering that workshop. This will only increase as more sales of the replay are purchased.

I’m aware that these figures are lower than I would like, but I’m aware that as I grow my audience and the number of live attendees and replay sales grow, so will the revenue.

Hopefully, that makes sense. But just in case it doesn’t let’s work through a second example. My Conscious Business Mastermind.

I charge 135€ per person per month for this program. There’s usually 1 x 75 min call every Tuesday (excluding my holidays). This year for the first time and because the number of participants was high, I decided to run two groups. So that’s 2 x 75 min calls per week. And let’s say I spend about 2 hours a week on call prep and between call support inside the Facebook Group, that means I’m spending 4.5 hours a week on the delivery of this program.

It used to be a lot more because I was doing all of the admin and creating the content from scratch but this is my 5th year of running the Mastermind so much of the content has already been created, refined and improved and I have VA support for much of the admin.

If we consider the average month is 4 weeks long then I’m spending approximately 18 hours a month on the delivery of this program. 18 x 150 = 2700€ so this is the number I need to exceed if I hope to clear my minimum hourly rate. With 22 participants each paying 135€ a month, that brings in 2,970€. It’s important to note that I also don’t run the CBM every single week of the year as I have holidays so when you take this into account it well exceeds my minimum hourly rate.

So my price of 135€ a month feels good to me, despite the fact that people are constantly telling me I should and could charge more. That said, because of the feedback and to account for inflation, taxes and Stripe fees, I will probably put the price up to 150€ next year.

Now this all might sound great, but the downside is when you don’t hit your sales target. There have been years where my Mastermind didn’t make its sales target and the numbers didn’t look so great and the same for some of the workshops I’ve run.

That’s why I always recommend having a minimum number of sales. So that you can say, if this workshop doesn’t get at least X number of sales, I will cancel it and refund people’s money. Or if you know it’s early days and you’re prepared to make less as you build it up, then go into it knowing that this is something that will grow.

My first Mastermind had 6 people paying 100€ a month and boy did I do more work than I got paid for that year, but over time it’s grown into a profitable source of revenue and one that I absolutely love delivering too! So it was definitely worth the hit in that first year.

The formula is, therefore, as follows:

Number of delivery hours (DH) x Minimum hourly rate (MHR) ÷ Expected number of sales (ES) = PRICE

So in the case of a my gift sessions workshop, my formula ran as follows:

7 (DH) x 150 (MHR) ÷ 20 = 52.50 (Price). Hence why I priced my workshops at 50 euros.

Going forward, I do feel this price has to go up somewhat because of what gets taken in fees and taxes.

Now, I’m not saying that this is how you should price your services. I do believe pricing is very personal and even when I run the formula and it looks like I won’t hit my minimum hourly rate, I may still choose the price that “feels right” but I have found this formula helpful and I hope you do too. Let me know in the comments if this breakdown was helpful to you. I’d love to know.



Once a week, in the form of an e-letter, I share the best of what I know about building a business with integrity for conscious business owners.

The intention behind these letters is to be a voice for integrity within your (undoubtedly) cluttered inbox. To be the one email you can count on to contain strategic and soulful advice for building a business without selling your soul.

If you want to receive the Soulful Strategies Weekly, simply share with me your name and email address below and you’ll start recieving emails right away.

Ignore Red Flags At Your Peril. A Cautionary Tale

Ignore Red Flags At Your Peril. A Cautionary Tale

“Intuition is a sense of knowing how to act spontaneously, without needing to know why.”
~ Sylvia Clare

I want to share with you a personal story about the worst thing that has happened to me in over 12 years of working online. I’ve decided to share it so that I can glean the learning from the experience and pass that on to you (in the hope that it’s helpful) and also because to write and share about it feels like my best way of processing it.

I’m sure you all know what I mean when I refer to red flags. We often hear the term used in the context of dating and it can also apply when we are choosing which clients to work with.

Google’s definition of red flag is this: “something that indicates or draws attention to a problem, danger, or irregularity.”

If you’re anything like me, you’ve probably ignored a red flag or two as it relates to working with clients and suffered the consequences of doing so. I thought I’d got pretty good at spotting red flags and taking measures to mitigate against them, but recently I messed up big time in this regard.

In the context of this story, my use of the term red flags relates to whether or not a person might be a fit for me and my work. Red flags in this case, simply point to things that indicate that the person in question might not fall into what constitutes an ideal client for me. Everyone’s red flags and ideal client descriptions will, of course, differ.

So it all started when someone completed the application form for coaching on my 1:1 coaching sales page. The next step I take, once someone has filled in the form, is to read the application thoroughly and then decide if I want to schedule a call with that person.

To be transparent, I don’t remember ever not offering a call to someone who has completed the application form. Most people find me through my content, or come from a word of mouth referral and as such, I rarely have calls with people who aren’t a fit.

The way it normally goes is this: the person completes the form, I send my scheduler, the person books a call, we have the call and then we decide whether or not we want to work together. It’s a process that around 60 people have been through since I implemented it 2 years ago and I’ve never had any negative feedback or experiences from it. Until I did.

This particular person found me on Google which, from experience, can mean that they know less about my approach than other warmer leads and can mean that we’re not a fit, but not always.

Usually at this point I do a bit of research, look at the website, check out their social media accounts and get a sense of the person and their business. I do this to ascertain whether or not this is a business owner I think I can help.

In this case, where I ask on the application form for details about “audience”, this person wrote “N/a” and said that they didn’t have any social media channels related to their work. This could have been a red flag (given that I primarily work with “online” business owners) but I have worked with many clients who hadn’t yet got their websites or channels set up so I dismissed it as unimportant at this stage.

Even though the answers were fairly sparse, I went ahead and sent this person a link to book a call. Shortly afterwards I received an email questioning my time slots as they were the middle of the night for her and saying that despite being a night owl, meeting that late would be pretty weird even for her.

Less than 48 hours later, before I had a chance to reply, she forwarded her previous message with a solitary “?”. A personal pet peeve of mine. As a solopreneur, who manages my own inbox, I struggle to keep up with the amount of emails I receive on a daily basis and always do my best to prioritise emails from my paying clients. This means that sometimes it takes me a while to get back to people. Something I value highly is patience and understanding. This was a red flag that I should not have ignored.

Despite this, I followed up with her to let her know when in my schedule the next daytime slot (8am) in her timezone was available. The next thing I know she booked a call at 1am her time, which was very confusing in light of her last message. So, I followed up to make sure that it wasn’t a mistake. She said it wasn’t a mistake and that 1am worked better for her than 8am.

By this point all of this back and forth over email and all of these little niggles amounted to a sense of unease in me, I can’t really explain why, but something just didn’t feel right. I’ve learned, after well over a decade of dealing with strangers on the internet, to honour my instincts when I feel uneasy.

Realising that the only availability I had to work with her, should we get through the work together call and decide to proceed, would mean having ongoing coaching sessions at 2.30am or 8am — both of which she had said weren’t ideal, I decided to email her to let her know, and suggest that as a result of this, I may not be the coach for her.

Several confused emails later (she thought I was trying to change the time of our work together call) and she finally shared that the available time slots of 2.30am or 8am would not be a problem for her. Which left me feeling even more confused as it contradicted what she had already told me.

I’ll be honest. I should have cancelled the call at this point as I already knew deep down that I didn’t want to have it.

So why didn’t I cancel? Well at this point it was just a feeling that we wouldn’t be a fit. I was also in the middle of my CBM launch and onboarding the 2024 cohort and I didn’t have the headspace to craft a message that could explain why I was cancelling the call.

It’s also a really tricky one, how do you tell someone you have a gut feeling that you’re not a fit for each other without offering some explanation? So, instead, I said fine and agreed to go ahead with the call which was going to take place just 90 minutes before my first CBM call of the year, which is a pretty big deal in my calendar!

Then, the night before our session (after I had already gone to bed) this person wrote to tell me that she wouldn’t be putting her video on during the call. When I saw this email on waking, it was like all the red flags converged at once and I just didn’t want to get on the call. It was the hour before my mastermind kick-off call, I was already feeling uneasy about the call and now I wasn’t going to be able to see this person (video is extremely important to me, especially when trying to forge a connection).

So I decided to cancel the call, with 2.5 hours notice. Not ideal I know, but I just didn’t want to get on a work together call with someone I had already decided I wasn’t going to work with.

This was the email I sent:

Hi xxx,

I’m really sorry to do this but I’m going to cancel our call. I’ve made this decision for a few reasons.

Firstly, I have an extremely busy day today as I kick off my group program and the slot you booked wouldn’t normally work for me, it was only available because I opened up more spots to talk to people interested in the group program.

Also having no way of confirming your identity, given you have no website and no social media and now no video, I’m not feeling comfortable about the call.

Finally, on re-reading your application, I’m not sure I’m the best fit for what you need anyway. I tend to work with people who already have a social presence and an audience.

I apologise for any inconvenience.


What followed was a flurry of angry emails.

In which she accused me of being thoughtless, inconsiderate, unprofessional and unethical. She accused me of treating her like an object, tossing her out like trash and described the cancellation as a punch in the gut and said that I had ruined her chances of trusting or opening up to another person online.

She also said in regard to the video that I didn’t need to see her face and that a good coach would do what their client is comfortable with not the other way around.

I was shocked by her response and I genuinely felt bad that she was so upset by the cancellation. But, given the tone of her emails, I also felt somewhat relieved that I had cancelled the call. Now my gut feeling made sense.

I tried my hardest to reply with kindness, stating in my reply: “I’m truly sorry you feel that way, it was never my intention to cause harm.”

And attempted to explain my decision, “When you said you weren’t going to do video, it prompted me to look deeper at your application and my gut feeling was that I’m not the coach for you. For me it felt more unprofessional to waste an hour of your time than to get on a call, knowing already that I didn’t feel that working together would be a fit.”

This just seemed to make her even more angry and she accused me of trying to excuse the inexcusable, saying “you are wrong and you refuse to admit it”.

I’m not going to lie, these emails were deeply unnerving.

I’ve never had someone get so angry at me before and all this was now happening in the hour before my CBM kick-off call, the very space I had wanted to protect, so after she ended an email with the words “spare me any more self-serving emails.” I decided to close down my email and try to gather myself to host the first group call of my yearlong group program. I was genuinely shaken.

After the call, I had lunch with my 6 year old. Normally I rush around trying to clean up and answer emails while he watches a bit of post-lunch TV. On this day, still feeling knocked by the experience, I felt the need to snuggle with him on the sofa. Cuddling with him started to calm my nervous system. I had my phone on the arm of the sofa when I saw a notification pop on the screen saying that this woman had not recommended my business on Facebook. My heart plummeted, I had a spike of adrenaline and I cautiously opened up Facebook.

This is the review that she left (available for anyone who visits my Facebook page to see):

Caroline canceled our scheduled appointment that I anxiously waited a whole week for, just FIVE MINUTES before our call time…. because she “couldn’t find my social media”. 😳
For the record, I have an established writing & consulting business that I keep under my pen name, she never brought up this concern in all the surveys and emails back and forth, she just suddenly decided to treat a new client like trash without any warning or attempt at communication.
Oh and don’t believe the sales pitch about her “compassionate” approach to helping introverted, sensitive service professionals with their online businesses… she is ruthless, money driven, zero compassion, and I felt objectified during the entire onboarding process, right down to revealing my financial information on pure faith to a complete stranger. SO inappropriate… Felt like a slap in the face that she turned out to be thoughtless and unprofessional, unethical “coach”.
Don’t trust the fluff written by her friends in the recommendations… I recommend you run the other way and find guidance for your life/business anywhere else… it wasn’t just a waste of time, it was deeply hurtful and dehumanizing the way she treats people as pure comodities without any respect to them having feelings or schedules of their own. I’m sorry I ever trusted her “pitch” only to end up feeling so violated. 😓

In that moment, I felt devastated. I couldn’t help but feel that all of my years of hard work had been trashed by a stranger on the internet, one I had never even spoken to and all for cancelling a call.

Words like ruthless, money driven, objectified, unethical and dehumanizing swam around my brain. I felt total panic.

I had my second group CBM call that afternoon, so I did my best to put it out of my mind and focus on other things, but that felt impossible.

That night, I couldn’t fall asleep, I kept going over every aspect of her review. Was I really ruthless? How am I money driven? Would it not be more “money driven” to get on a call with someone I didn’t think was a fit? Am I unethical? Is my enrolment process really objectifying? Why had no one else said anything?

You get the idea. I was rattled and it made me question everything.

I subsequently blocked her Facebook profile from my page and reported her review to Facebook. I have no idea if they will remove it but I’m okay with the fact that it may stay there. I felt nervous that she may show up in other places to write bad things about me.

So that’s the bad news.

The good news is that I got through it and within a few days I started to feel better, as I realised that there were lessons to be learned from this experience.

This is what I’ll take from it:

1. If something a (potential) client wants or needs makes me uncomfortable, we are not a fit. Period.
I can’t do my job effectively if I feel uncomfortable.

2. I absolutely reserve the right to cancel a call if something doesn’t feel right and I’ll probably add words to this effect somewhere in the enrolment process.

3. From now on I will read each application for coaching carefully and thoroughly and if in doubt follow up with clarifying questions.

4. I won’t offer a call if it doesn’t feel like a fit or if something doesn’t feel right.

5. I will create an email template for use in these situations. I’ve always struggled a little here because I’ve never wanted to lie and say I don’t have availability if I do but saying we’re not a fit right off the bat can feel a little brutal.

I’m thinking something along the lines of: “thank you for your application, based on your answers, my feeling is that I’m not the coach for you. If you would like me to refer you to a coach who may be in a better position to serve you, let me know”

What do you think? I’d love to know. Do you have a suggestion? I’ll be honest, I find this bit tricky and I am open to ideas.

6. People can say bad things about me without it meaning anything about who I actually am.

And that’s it. Thankfully the worst and only bad thing to happen to me on the internet in over 12 years, so something like this was probably overdue!

I thought long and hard about whether or not to share this story and I decided I would for a few reasons.

I like to be transparent with my struggles not just my wins, a hope that you can gain something from my experience and to remind you of these 3 things:

  • Always trust your instincts, even when you can’t explain them.
  • Don’t work with anyone who expects you to sacrifice your comfort for theirs. Your ability to do good work, requires you to feel comfortable and safe.
  • Don’t stop yourself from showing up for your business out of a fear criticism, you can do your best and still get criticised, the key is you will get over it.



Once a week, in the form of an e-letter, I share the best of what I know about building a business with integrity for conscious business owners.

The intention behind these letters is to be a voice for integrity within your (undoubtedly) cluttered inbox. To be the one email you can count on to contain strategic and soulful advice for building a business without selling your soul.

If you want to receive the Soulful Strategies Weekly, simply share with me your name and email address below and you’ll start recieving emails right away.

3 Ways To Conduct More Loving Launches

3 Ways To Conduct More Loving Launches

“Love is like the wind, you can’t see it but you can feel it.”
~ Nicholas Sparks

You’ve likely been on the receiving end of an annoying and spammy launch or two. You know the type, where we’re bombarded by emails laden with manipulation, using all the tricks in the book to get us to BUY NOW. Countdown timers, time related bonuses, language that plays on our fear of missing out, to name just a few of the tactics many online businesses employ to leave us feeling anxious and reaching for our credit card.

If you’ve ever felt stressed by someone else’s launch or anxious because you feel torn about whether or not you really need what’s being sold, then for sure you’ve been on the receiving end of some sort of launch manipulation.

Early on in my business, I noticed not only how stressed I felt by other people’s launches but also how uncomfortable I felt about running my own. I followed the mainstream advice about launching and it felt unnatural and icky to me. Did I make sales? Sure but I didn’t feel good doing it. Since then I’ve learned that it’s not only possible to feel good about launching but for it to feel good for your audience too.

A few years ago after experimenting in my own business and watching how some of my more ethical business mentors were launching, I came up with the concept of Loving Launches, which I’ve since taught to countless clients and mastermind participants. The main idea behind this approach is that your launches can feel loving to those on the receiving end of your launch materials and can therefore also feel good for you to execute.

I’d like to share with you 3 easy and practical ways to make your launches more loving.

1. Separate out your content and your sales copy

This is a big one and warrants some explanation.

Often what we see online is a manipulative blend of content (designed to appear useful) and the sales pitch (woven into the content). See below for an example of a launch email you could quite easily receive:

Subject: How to execute more loving launches

Email body: A load of description of the problem, much like the 3 paragraphs preceding point 1 of this email. But instead of actually giving you any information on how to conduct loving launches, it would instead segue into a sales pitch about a workshop or program where you could get this information.

See how the subject line draws you in because it looks like you are going to get some useful and practical information?

And then to really get you hooked, it digs into your pain points? But instead of giving you any practical advice to alleviate that pain, it simply points you to a sales page where you can buy or enrol in something that will alleviate that pain. The solution, it turns out, sits behind a paywall. 

To put it simply, this sucks. I really dislike this practice. Primarily because it’s manipulative and dishonest but also because it wastes our time. As someone who is busy, when I open an email expecting to get something of value and instead get sold to, I feel totally duped. It damages my relationship with the business and over time makes me less likely to open future emails.

If you’re not sure what I’m talking about, I invite you to pay attention to the emails you are receiving from mailing lists you are subscribed to. Notice if you see a subject line and think “oh that sounds like it will be useful to read”, only to feel disappointed when you do read it because it made it sound like you were going to get an answer to a problem you have, but the contents of the email only hint at the solution and then invite you into some pricey program or course in which you’ll learn the answer for real. That’s what I’m talking about here.

What to do instead:

What I like to do instead is to make my content and my sales copy distinct so that someone can read my content and get value from it whether or not they choose to buy whatever it is that I may be selling at the time. Why do I do this? Because it lights me up to be of service and it develops meaningful trust over the long term between me and my audience, which is essential to future sales. If you want to read more about how I make my content more effective click here.

How does this work in practice?

Instead of combining your content and sales pitch, separate them out. So for example, when announcing your new product or service, announce it with a sales email solely dedicated to the sale of your offering, making it super clear in the subject line that, that is what you are doing. See below for an example from my own business:

When I was launching a workshop, I sent the following email announcement:

Subject line: Book Your Spot on My Upcoming Client Creation Workshop — Notice how clear it is that I am selling something? There’s no hook to draw people in, I make it clear I’m selling something before you even open the email — yet when I do this my open rate is usually a touch higher than when I’m not specifically selling something. (I’ll let you in on a secret — people want to know what you have to offer!)

If you want to see exactly what that sales email contained — click here — essentially it reads like a mini sales page because that’s what it is — a sales letter.

No manipulation here. Just a simple and transparent invitation to book a spot on my upcoming workshop. If you already know you don’t want, or can’t afford, to attend a workshop, you don’t even have to open the email.

Following this email, I did put reminders at the bottom of future e-letters, but I still kept it separate from the (hopefully) valuable content I was providing. I do this so that the email has value for the reader whether or not they are interested in what I am launching.

Another example is this blog post, I have a CTA at the bottom for my Loving Launches Workshop but I’ve hopefully given you enough value in this piece to make it worth a read, regardless of if you sign up. 

2. Allow people to opt out

This isn’t necessary for a small, say 2-week launch where you’re only going to send maybe one or two more emails than usual but if you are doing a big launch where you might be sending a larger number of sales emails over a 6–12 week period then, I would also recommend giving people the option to opt out up front

This is where you provide a link for people to click to opt out of sales emails while staying on your main mailing list.

It always surprises me that more people don’t do this because it’s a such win-win. First of all you empower your subscribers to opt-out of your sales emails if they already know that they don’t want to buy your new offering and it also minimises the amount of unsubscribes you might otherwise get from your mailing list from people who don’t want to hear about something they are not interested in.

I first saw this approach from from fellow ethical business coach, Mark Silver of Heart of Business. He always includes a link at the top of launch emails to give people the option to stay on his email list but not receive sales emails. See the image below for an example.

It’s super easy to do in the back end of your mailing service provider and really frees you up to share about your new offering with the people who want to know about it, without worrying about annoying those that aren’t interested.

3. Sell the concept not the product

This is one I learned from ethical marketer, Tad Hargrave, as I observed and analysed a number of his launches.

In traditional launches, what we usually see is a bombardment of information about what makes *this* offering so great. We’ll likely see a ton of information about the benefits and features of doing *this* program or course and countless details about how you won’t necessarily find the same information elsewhere.

In typical launches, the business owner is doing a hard sell on the product. Why you should buy it and what makes it so special and irresistible.

When you sell the concept, you share a lot of information about the subject of your offering rather than the offering itself. So if, for example, you are selling a program about embodied movement, rather than constantly talking about why your embodiment program is so great, you would instead talk about why embodiment, in general, is so great for people.

You would use your launch content to educate people about embodiment and why it’s important and share useful and practical information on how to be more embodied in your life. And you needn’t worry about it harming sales either. Many people think if they give away too much of the good stuff in their free content, that people won’t then go on to buy the course or program on offer. This has not been my experience.

Because here’s the thing. People don’t take your program or course because they want more information. They sign up to work with you because they want the personal hand-holding or accountability that comes from getting the information packaged in a certain way. If it’s a high-touch program, then they’re signing up because they want greater access to you.

This is great news because it means you can feel free to generously share useful information about your subject-area without worrying that it will harm sales of your product or service.

So there you have it, 3 ways to make your launch more loving for you and your audience. Please let me know in the comments if you found this information useful.

Introducing Loving Launches

On Friday 21st July at 5pm CEST, I’ll be kicking off a workshop series on how to execute loving launches. The idea being that launching needn’t be painful for you or your audience and can actually be something you and your audience look forward to.

I’m running this in July so that you can feel ready and prepared to launch in September/October time should you be planning to do so.

In this class I’ll teach:

  • How to reframe your launches from painful to joyful.
  • How to be strategic in your launch rather than throwing spaghetti at the wall and hoping for the best.
  • 9 big launch ideas
  • A 6-step strategy for launching
  • Different types of launch content you can use in your loving launches
  • And I’ll also share a ton of templates and planning tools (as usual :))

If you know you want in, click here to register.

5 Pieces Of Sales Advice I Choose To Ignore (+ Why)

5 Pieces Of Sales Advice I Choose To Ignore (+ Why)

Trust is like love. Both parties have to feel it before it really exists.”
~ Simon Sinek

I want to share with you 5 pieces of mainstream sales advice that seriously bug the hell out of me. I’m pretty sure you’ll recognise most of these and maybe you already sense that they’re not exactly ethical, but in this piece, I want to illustrate why they won’t work for your kinds of clients and what to do instead.

Typically the type of business owner I work with is what I call a conscious changemaker. Somebody who wants to make a difference in the world, who runs a purpose-driven business that helps people. They are typically (although not always) introverted and identify as highly sensitive, not surprisingly, just like me. It follows then that their clients have similar traits and characteristics. Like attracts like and all that. It also follows that mainstream, manipulative and aggressive sales and marketing tactics don’t sit well with these sorts of people, which is why it’s so important to understand the damage that they do to your business and your reputation.

1. Hide Your Price

Oh my goodness, this makes top of the list, not only because it infuriates me so much, but because I genuinely don’t understand how this can help you make more sales. The advice goes, don’t put your price on your sales page and have people “apply” or enquire about signing up for your service. You must have seen it, a ridiculously long sales page with tons of testimonials and details on every single aspect of the service and no price, it particularly gets me when they even have a FAQ section and yet there is no “how much does it cost?” question. No, to ask that question, you have to enquire or get on a call with the person, talk about manipulative!

Why I don’t think this works. Personally, if I don’t know the price of something I am not going to go through the effort of applying or reaching out or getting on a call with someone only to have to back out if I can’t afford it. Nobody wants to have to admit that they can’t afford something after they’ve already told you they want it. It can feel uncomfortable and embarrassing and for that reason, I think many people just don’t bother. Also, in my experience, the people who typically employ this tactic charge high prices and so it follows that when people see this, the assumption is that it’s going to be too expensive. I once had a new client come to me who was using this tactic and her prices were great — affordable and accessible — I wonder how many people she lost because they assumed no price meant high ticket.

It also flies in the face of one of my most dearly-held values, which is transparency. Transparency fosters trust and trust is the foundation for a more meaningful and, in the context of transformational work, impactful relationship. Who wants to be coached by someone who hides something as important as price? Not me.

The ethical alternative. Display your price prominently. My awesome copywriter and long-standing client Lauren Van Mullem suggests a “need to know” section at the top of the page with all the most important details so you don’t have to scroll to find them. What a breath of fresh air — to see an example from one of her sales pages head here. Making people scroll for the price and putting it after a ton of testimonials is also a form of manipulation so make it easy for people to find.

2. Charge premium prices

Closely linked to the last point (because why would you need to hide your prices unless they are extortionate?) is the advice to charge premium prices. This advice isn’t linked to years in business, skillset or qualifications, in fact, it’s blanket advice for all coaches, even those fresh out of training.

Why I don’t think this works
First of all, not all services are premium. This obsession in the online business world with premium and high ticket offerings is, in my opinion, unhealthy and unhelpful for most business owners. To charge premium pricing, people expect a premium offering. What pains me is when I see business owners, with little experience, a DIY’d brand and image charging the same as the six-figure marketing coaches they hope to emulate.

It also goes without saying that the more expensive you price yourself, the less accessible you make your service and the harder it becomes to get the sale.
To charge premium pricing as a beginner in business is a dangerous trap to fall into, both for the service provider and the client. If you, as a business owner don’t believe in your price, you’ll never enrol clients at that price. There has to be alignment and integrity when we state our prices. We have to believe that it’s truly a sound investment for the person before us if they are to believe it too.

My advice. Don’t charge premium prices unless you feel ready to and you want to position yourself as a premium service. And remember, not all online services have to be premium or only be accessible to those who can afford them. You can still offer high value services and charge more accessible pricing (and make a good income to boot!).

The ethical alternative: Charge less and make your service more accessible or if you want to offer a premium service, increase your prices in line with your increased experience and expertise and be sure that what you offer is in fact premium. To read more on my thoughts around pricing head here.

3. Charge for discovery calls

Yes, unbelievably this is a thing. There are business coaches out there who will encourage you to charge a fee for people to get on a call to find out more about your paid service. I’m lost for words on this one to be honest. I’ve heard the argument, from coaches who use this strategy, that it’s so that their time doesn’t get wasted by people who aren’t serious about working with them but I don’t buy it (excuse the pun). My hunch is that this is just another way to create a sense of exclusivity and that feeling of “if it costs money, then it must be valuable” or “if I pay for it then I must be committed” neither of which I think is necessarily true.

Why I don’t think this works
I would imagine that it’s pretty obvious why this wouldn’t work. Of course, if you have a six-figure coach who employs the full range of manipulative tactics out there and has got people to a place of serious fomo, then people in their audience may well feel that “getting to” speak to this coach is worth paying money for, even if there is nothing of value being exchanged, in fact, what’s typically happening is that you are paying to be sold to. But for the newbie coach with a fledgling audience, the chances of people paying to get on a sales call with you are slim to none, making this one of the worst pieces of sales I’ve come across over the years.

The ethical alternative: what I suggest is the complete opposite of this tactic and that is to offer a whole gift session to people interested in working with you, with no pitch and no obligation to buy. It’s been my experience and that of many of my clients that when we operate with this kind of generosity and a deep desire to serve rather than simply get the sale, people really notice and as a result, sales are in fact much more likely.

4. Overcoming objections in sales calls

The idea behind this is that when people say that they can’t buy from you for reasons such as affordability or it not being the right time, you overcome those objections essentially by helping them see things differently. If you google “overcoming objections in sales calls” you’ll find plenty more examples of objections and how to overcome them.

Why I don’t think this works
In my experience when people raise objections about working together it’s because they just don’t want to do it, whatever the reason. Perhaps the reason is that they don’t feel like it’s a fit but find that hard to say. Maybe there’s something about us that they don’t quite gel with but would never dream of saying that to our face. “I can’t afford it right now” is a great way to say no, without saying anything that might offend. So if we start to try and coach that person on their money mindset, it can start to get deeply uncomfortable for all involved very quickly.

Having coached hundreds of people, I can safely say that the people who are what I call a “hell yes!” are the clients who show up with the greatest levels of commitment and enthusiasm for the work. If I have to convince someone to say yes, it’s a sign to me that they’re not a fit.

I remember a year or so ago, someone on a work together call said to me, I’m not totally sure I want to do this. To which I replied, me neither. She seemed quite taken aback until I explained that one of my key criteria for fit (yes I am checking that potential clients are a fit for me) is that they are 100% sure they want to move forward. Anything less and I don’t believe the coaching relationship will be powerful enough to weather the inevitable ups and downs of the business growth journey.

The ethical alternative: Slow down the sale. I give people as much time and space as possible to make the right decision. I would never dream of trying to overcome an objection, but I will give people the time they need to get to a place of certainty about working together themselves. Offering a gift session to potential clients is the best way I know to give someone as much information as you can about what it would be like to work together, thus allowing them to make a truly informed decision. For more on slowing down the sale head here.

5. Give people a false deadline

We’ve all seen this one. We’re asked to make a decision by some arbitrary date or face a much higher price. I’ve seen this for group programs and 1:1 services and it just feels downright icky. The tactic plays on our fear of missing out on a good deal but here’s the thing, the discounted price is the one they want to charge you anyway. The inflated post-deadline price is there just to manipulate you into saying yes.

Why I don’t think this works
Simply put, it feels gross. These days most buyers are on to this tactic and even though it still works on many, the result is the undermining of trust. I can’t tell you how many people have signed up for pricey programs that promise big results only to seek me out months or years later feeling tricked and ashamed of themselves for falling for dishonest tactics. They never got the results they were promised and feel betrayed by the whole process. It makes me so sad.

When I first started to see this tactic for what it was and understood the manipulation involved, I started to identify how it felt in my body when it was happening to me so I could become more conscious in my own purchasing decisions. These days whenever I see something for sale and I feel anxious or torn about buying it and I feel pressure to buy because of a deadline, I know that I’m being manipulated and I can now breathe through it and move on.

The ethical alternative: Only use real deadlines, like when there is an actual start date for a live program. If there is limited availability or you need to use a deadline, then let people know when or if you might be offering it again. Do what you can to put people at ease around their purchasing decision rather than have them buy out of anxiety or fear.

So there you have it, 5 tactics you may have experienced or even employed (there is no judgement here) and why I don’t use them and what you might consider using instead. In essence, I believe that these tactics eradicate trust between you and your would-be client, my hope is that the alternatives provided show you a new way to foster greater levels of trust between you and your clients.

I hope you found them useful. I’d love to know, is there anything you would add to this list? Feel free to let me know in the comments below.



Once a week, in the form of an e-letter, I share the best of what I know about building a business with integrity for conscious business owners.

The intention behind these letters is to be a voice for integrity within your (undoubtedly) cluttered inbox. To be the one email you can count on to contain strategic and soulful advice for building a business without selling your soul.

If you want to receive the Soulful Strategies Weekly, simply share with me your name and email address below and you’ll start recieving emails right away.

Why + How to Slow Down the Sale

Why + How to Slow Down the Sale

“Nature does not hurry, yet everything is accomplished.”
~ Lao Tzu

In this blog post I talk about slowing down the sale. Both the importance of it and some practical ways to do it.

It’s important to note that what we’re talking about here is, in the main, the kind of sales made within the context of a conversation, i.e. higher priced services such as 1:1 work or group programs, although some of what I share can be applied to your sales pages for lower priced digital products too.

We are living in a world where speed is celebrated as the be all and end all and nowhere do we see this more than in the world of online business.

Most marketing practices we see online are designed to get people to buy now. We’re encouraged to use false deadlines, trip wires and countdown timers to hurry people along in their decision to buy.

Just recently, whilst reading a newsletter, I felt a wave of disappointment when I followed a link to a recommended training and realised it was one of those pages that gives you just minutes to decide if you want to attend it and then invites you to book a time slot, even though it’s a recording, so the very idea of time slots is something of a nonsense!

We’re taught to play on people’s fear of missing out in order to get them to buy, whether or not it is in their best interests to do so.

In traditional online marketing the focus is on getting the sale and getting it quick before the buyer has a chance to change their mind or figure out that what’s on offer isn’t what they truly need or want!

Some business experts will even encourage you to tell buyers to get out their credit card and make high ticket purchases on the call — yuck!

As conscious business owners, this is not how you want to treat your potential clients and customers, yet it can sometimes feel like this is the only way to really make money in your business.

In this article, I want to get across the point that there is another way.

In fact, what I’m going to share is an approach that not only differs from what we’re usually told about “closing the sale” but that actually flies in the face of it.

What I’m talking about is slowing down the sale.

Taking the foot off the gas pedal and creating time and space in which our customers can make an informed decision about whether or not to buy from us.

Why is this so important?

Slowing down the sale is important for several reasons.

Top of the list for me is that it cultivates trust. Unlike what many online marketers would have you believe, rather than letting the sale escape, what it actually does is make a true and genuine yes much more likely. This is because people have the space to say no, meaning that when they say yes, you can count on it.

I can’t tell you how many times, clients have come to me complaining that people have said yes to working with them on a sales call, only to later change their mind or, worse still, have started to ghost them. The reason? They felt pressured to say yes, but deep down didn’t want to or they didn’t have enough time to make the right decision for them in the first place.

Slowing down the sale also ensures that you only work with right-fit clients. When you’ve spent adequate time with another person, getting to know them and taking the time to ensure that what you offer and what they need is a fit, then you are much more likely to enrol people who will benefit from your service. Working with ideal clients means you get to do your best work, which in turn means you’re much more likely to have a greater impact, which in turn leads to glowing testimonials and word of mouth referrals. If you’ve already experienced working with a less than ideal client or a perfect one, you’ll know what I mean.

Another important reason to slow down the sale is that it feels better for you as the business owner and for your would-be clients. No one likes to feel like they are pressuring someone into saying yes and nobody enjoys being pressured to make a decision faster than feels comfortable for them. When we as business owners create space for the right decision for all to be make, it makes such a refreshing change from the usual online practice of closing the sale quickly, that people really feel the difference and feel enormously grateful as a result.

And last but definitely not least, I believe we should slow down the sale because it’s the right thing to do. Might we lose some people, who would otherwise say yes with a bit more pressure? Maybe, but for those people who do say yes, what we create are relationships far more likely to last over time, because they are built on a foundation of trust and respect. So slowing down the sale is both the right thing to do and doesn’t have to mean less income in the long run, because when you work with people who trust you, they will buy from you again and again. I have seen lots of evidence of this in my own business.

That covers much of the why around slowing down the sale but how do we do it in practical terms. Below you’ll find six practical steps you can take to slow down the sale.

1. Slow yourself down

Slowing yourself down absolutely has to happen before you can genuinely slow down the sale for the customer. Oftentimes, before the money is flowing consistently in our business, we might find ourselves feeling needy or even desperate for the sale, so much so that when someone shows interest, it can be hard not to pounce on the opportunity.

Regardless of our financial needs, keeping our energy in check is crucial, if we are serious about creating the necessary space and conditions for a right-fit sale to occur. In the early days of my business, before talking to someone about working together I would remind myself that whilst I might need (or really want) to make a sale, I didn’t need to make this sale. That was my way of reminding myself that there would be other sales conversations and that getting a sale was not more important than enrolling the right person to my coaching program. Ahead of complimentary sessions or sales conversations, I would often meditate to get into a calm and trusting space — this really helped me to slow down.

2. Slow the customer down

You get to set the pace, just because someone you’ve never met before writes and asks you to share details of your packages, doesn’t mean you have to send over your prices in a heartbeat. Instead, you can say something like: before we get to that, let’s look at what you really need and whether or not what I offer can truly help you.

I see this with clients all the time. They are in reaction mode when someone expresses an interest in working together and because they haven’t taken the time to slow themselves down, they feel like they have to respond as quickly as possible with whatever the potential client has asked for.

Personally I won’t agree to work with someone unless I’ve coached or had a conversation with them and feel certain that there is something I can support them with. With that in mind, discussing the logistics of working together feels very premature. Besides which all of those details are on my sales page. I would much rather get into a conversation about why they are looking for help and what kind of help they are looking for before we even think about buying or selling.

3. Carve out adequate time and space to have a sales conversation

Of course sales conversations largely relate to the kind of services that people enrol for (such as coaching or group programs) because people are highly unlikely to put down several thousands dollars for such a service without having a conversation with you first.

Many online services providers will offer a short “discovery call” for this purpose but I am not a fan of these (you can read more here for my reasons). If you are currently allocating 30 or 40 minutes for these conversations, I would encourage you to extend the time. You might even have several conversations. Or like me, offer a complimentary session before you even get to the conversation about sales so that you both really get to experience what working together would feel like.

The reason I like to give more than 30 or 40 minutes is because really discussing what the potential client is dealing with and what support they are needing takes time. Why rush it? If the income is going to be several thousands of dollars or more, isn’t it worth spending an hour (or more) to give the potential client the best enrollment experience possible?

4. Test the yes

Even when someone says yes, I encourage you to ask questions that test the yes. It can feel counterintuitive to do this when you want to make the sale but it’s essential if you want to enrol someone who is a right-fit for your service. I encourage you to ask questions like:

Are you sure? Are you a hell yes?

Who else do you need to talk to before you can make this decision?

Do you need more time or information in order to make this decision?

Why do you want to do *this* program?

Why do you want to hire *me* specifically? Why not another coach or healer?

These questions slow down the sale and they let the would-be client know that you are not desperate to make the sale and that you genuinely want them to make the right decision for them (which incidentally will be the right decision for both of you!).

It’s such a different approach to trying to overcome the person’s objections (a practice I loathe), because it’s actually encouraging the objections and then allowing space for the potential client to either honour those objections or overcome them for themselves. In my experience, if I have to work hard to help a client overcome their objections, then they’re not an ideal client. Part of what makes a person ideal for me is that they are 100% in and excited to get started, anything less makes for a less than ideal working relationship.

As conscious business owners we know that each person has all the wisdom they need within themselves to make the right decisions — doing sales in this way honours that truth.

And even if you’re selling something that doesn’t require a sales conversation you can still slow the sale down. The next two points relate to things you can do on your sales page in service to this idea.

5. State clearly who your products and services are not for

On my sales pages I like to make it clear who my product or service is *not* a fit for. We so often fear turning people away that we would never dream of doing this but the clearer you can be about who you can and can’t help and who you want and don’t want to work with, the more likely you are to get clients and customers who are a perfect fit.

I love the way Tad Hargrave does this with some of his offerings — he has what he calls an Are you sure? page, which pops up when you try to buy some of his services and then he basically lists all of the reasons why you shouldn’t buy. It flies in the face of conventional marketing and personally I think it’s both clever and kind. I love what he does on his 1:1 coaching page to manage expectations and ensure fit. You can check it out here.

6. Be mindful of your language

Are you using wording like BUY NOW and/or creating false scarcity or using arbitrary deadlines? If so, I recommend you stop doing so. You may get the sale in the short-term but you’ll seriously erode trust and may find that you end up with unhappy customers because they bought something that wasn’t truly a fit.

The last thing we want is to have lots of unsatisfied clients out in the world sharing their dissatisfaction about our work with others. Instead of creating false scarcity why not let people know (if it’s true) that there will be other opportunities to join your program or purchase your product. Again, this slows down the sale and has people buy from a centered place rather than out of anxiety or FOMO. It makes such a difference.

We get told that we need to use pressurising tactics in order to get the sale but by slowing the sale down, what you ultimately do is cultivate a deep trust, something that over time will help you to build a sustainable and deeply impactful business with truly loyal customers who sing your praises every chance they get. Now doesn’t that sound preferable to the alternative?



Once a week, in the form of an e-letter, I share the best of what I know about building a business with integrity for conscious business owners.

The intention behind these letters is to be a voice for integrity within your (undoubtedly) cluttered inbox. To be the one email you can count on to contain strategic and soulful advice for building a business without selling your soul.

If you want to receive the Soulful Strategies Weekly, simply share with me your name and email address below and you’ll start recieving emails right away.

How To Start Enjoying The Sales Process

How To Start Enjoying The Sales Process

“Sales is not about selling anymore, but about building trust and educating.”

~ Siva Devaki

I had the great pleasure of being interviewed by authentic business coach, George Kao. Now if you’ve known me for any length of time, you’ll know that I am a huge fan of George’s work and his approach to business.

George initially invited me to share about my most interesting insights and learnings when it comes to business growth and after spending not too long thinking about it, I decided that what I most wanted to talk about was how we sell. After making just a few notes on the topic, 4 distinctions emerged that I felt called to share. Distinctions that I think can help to reframe the sales process for you, the conscious business owner.

I share these 4 distinctions as an alternative to the mainstream marketing advice you might usually find online about how to sell.

Sales and marketing present the biggest struggle for the majority of people I work with. This is I believe, a result of what they think they need to do in order to get more sales. My hope is that the 4 alternatives I present below, help you to see that sales can, in fact, feel good for you, the business owner and for the people you are selling to.

1. Create Vs Attract

I talked about this distinction in some detail in another article. If you didn’t see it then, head here now to get the full low-down. Essentially, what I mean by creating clients versus attracting them is placing a focus on building meaningful relationships with people in your network and audience versus trying to present a polished image to the world so as to attract people to your business. Mainstream advice would have us focus on things like branding, web design, professional photos and persuasive copy as a means to sell but in this alternative approach, none of that is actually essential.

Instead of focusing on how your business “looks”, it’s possible to create clients by showing up for the people you already know and serving them deeply, whether that be through your content, complimentary sessions or any other way of being generous with your expertise. An analogy I share in the video is this:

Imagine you were looking for the love of your life and rather than spend your time going out and having fun meeting people and making meaningful connections, you spent all of your time focused on your appearance, working out in the gym to have the perfect body, spending all your money on the perfect clothes and spending hours each day trying to make your hair and makeup look perfect.

How do you think that would go? Sure you might attract some people but would they be there for the right reasons? Would the connections you make be rooted in what’s important? Most of us know this when it comes to finding a partner but when it comes to our business we fall into the trap of trying to present the perfect image. Today, I’m giving you full permission to let go of that.

2. Demonstrating expertise vs describing it

As part of the mainstream attraction model, we’re often taught that in order to sell our products and services, we must become masters of persuasion. In order to “convert” our audience into buyers, we must becomes experts at describing our services in such a way that the potential client can’t wait to buy. There are many strategies touted online designed to manipulate people into buying from us. Check out the ethical move for a set of tactics we advise you avoid in favour of more ethical alternatives.

In place of trying to convince people to buy your products and services with words, I encourage you to demonstrate your expertise instead. You can do this in a number of ways including, but not limited to, offering complimentary sessions, hosting free workshops, publishing free training videos so people can see your work in action and last but not least, sharing your knowledge in your content. And with this last point, I advise that you don’t hint at what you know to get the sale, instead share generously and in doing so cultivate deeper trust with your audience.

3. Serving vs Selling

This is where our primary objective when connecting with people in our network is to serve rather than to sell. Be that to potential clients, your colleagues and peers as well as mentors and role models. Whenever you find yourself thinking about making an ask of someone, see if you can find a way to serve instead. Here are two examples of what this might look like:

Instead of writing to former clients to ask if they know anyone who might be interested in working with you, write to them to offer a pitch-free, complimentary session to gift to someone in their network. In doing so you give the gift of giving to one of your former clients, the gift of your service to someone new and at the same time, ask for nothing in return. No selling is involved, yet you get an opportunity to demonstrate your experience to someone who may benefit from working with you.

Another place this distinction shows up for me is in your content, how often do we read newsletters and social media posts that go deep into a problem we might have, only to lead us to a solution we then have to buy — which goes something like…do you have this problem? Is it causing you all of these sorts of suffering? Then don’t despair because everything you need is available in my course, e-book, program etc.

When you serve in your content rather than sell, you cultivate trust, demonstrate your expertise and allow people to get value from your work whether they buy or not. Now you might be sat there thinking but I need to sell or I can’t pay my bills. In my experience the less I focus on selling and the more I focus on serving, the more my business grows.

4. Authentic pricing vs Premium pricing

Again this is one I cover in some detail in this article but for the purposes of this post, I’ll share the distinction in a nutshell. Whilst mainstream business advice will nearly always tell you to raise your prices, I’m here to tell you that you can build a profitable business without charging insane amounts of money for your services. In fact, often adopting the premium pricing model for your coaching, mentoring or healing services can have the adverse effect of making less than money than you otherwise might.

Big prices don’t necessarily equate to big income. In fact for many people the opposite happens. The bigger the price, the harder they have to work to get the sale and the less income is being generated overall. I invite you to tune out the noise online about pricing and to tune into what feels right to you as a business owner.

I hope you’ve found those distinctions useful and if you want to hear me and George chat about them, you can watch the video of our conversation here.



Once a week, in the form of an e-letter, I share the best of what I know about building a business with integrity for conscious business owners.

The intention behind these letters is to be a voice for integrity within your (undoubtedly) cluttered inbox. To be the one email you can count on to contain strategic and soulful advice for building a business without selling your soul.

If you want to receive the Soulful Strategies Weekly, simply share with me your name and email address below and you’ll start recieving emails right away.