LISTEN TO EPISODE HERE | WATCH EPISODE HERE

Let’s be real. Pricing your coaching or healing services can feel like walking a tightrope.

You want to offer value and help your community. You want to be accessible and inclusive. But the inner voice that whispers, “My audience can’t afford this,” keeps you stuck, holding you back from pricing your offers in a way that truly reflects your worth and the transformation you provide.

If you’ve ever hesitated to raise your prices, doubted whether anyone would pay what you want to charge, or found yourself caught in the cycle of undercharging, you’re definitely not alone. I see this pattern over and over with soulful entrepreneurs who deeply want to make an impact but are quietly selling themselves short.

Why Does This Happen?

Because this “my audience can’t afford it” mindset isn’t really about your audience at all. It’s about the money stories you’ve internalised, often from childhood, society, or past experiences, that tell you you’re not allowed to charge more. These limiting beliefs hide under the guise of empathy but actually keep your business stuck, your income capped, and your potential for impact limited.

Think about it: Have you ever caught yourself thinking, “I don’t want to charge that much because my audience is mostly struggling moms, or healers, or coaches who are just starting out?” That’s the voice of those limiting beliefs talking. It feels like compassion, but in reality, it’s a protective shield keeping you small.

In this blog, I’m going to unpack the truth behind this mindset, help you identify where it’s showing up in your business, and give you practical, soulful steps to shift your money mindset so you can price your offers with confidence—and finally attract clients who are ready and willing to invest in you.

Why “My Audience Can’t Afford It” Is a Limiting Story, Not a Fact

The first step to shifting this mindset is understanding that “my audience can’t afford it” is rarely a factual statement. Instead, it’s usually a belief based on fear, scarcity, or lack of alignment with your worth.

Here’s what that looks like in practice:

• You glance at your audience size or engagement and convince yourself that “if they really wanted to buy, they would.”

• You focus on the people who don’t buy, ghost, or question your price instead of the ones who do invest.

• You compare your prices to others who seem “more affordable” and feel pressured to lower yours to keep up.

• You use phrases like “I just want to keep it accessible” as an excuse to stay small and safe.

But here’s the catch: Your pricing isn’t about what everyone in your audience can afford. It’s about who your ideal clients are and what they’re willing to invest for transformation.

Not everyone will be able to pay your prices—and that’s okay. You’re not here to serve everyone. You’re here to serve the people who are ready, who value your work, and who can afford to invest in themselves.

This distinction is critical because when you price for everyone, you price for no one. When you try to please everyone, you lose your clarity and your power.

Let me share a story. One of my clients, Sarah, had a great coaching program but kept pricing it at $297 because she thought “that’s what my audience can afford.” She had 2,000 followers but rarely made consistent sales.

After working together to uncover her money mindset blocks, Sarah realised she was undercharging out of fear of rejection and a deep belief she wasn’t worth more. We worked on shifting her inner narrative and repositioning her offer to $1,200, reflecting the real transformation she was providing.

Guess what? Her sales tripled in the next launch. She attracted clients who were serious and committed, and she felt energised instead of drained. The audience was the same size, but the quality and buying power of her clients changed because she shifted her energy first.

Sarah’s story illustrates a powerful truth: The price itself doesn’t drive sales as much as your energy and beliefs about it. When you price low because you feel scared or undeserving, your clients sense that. But when you price from a place of confidence and clear value, you attract clients who resonate with that energy.

The Myth of Affordability

Let’s bust this myth once and for all.

When you say, “They can’t afford it,” it can sound like empathy. But often, it’s actually avoidance; avoidance of being seen as too much, of being rejected, of taking up space, of confronting your own money stories.

Here’s what’s really happening:

• Your nervous system doesn’t yet feel safe holding high-ticket energy. You might feel anxious, shaky, or guilty when you name a higher price, so you default back to “safe.”

• You’re looking for evidence that no one will pay you, focusing on the ghosters, the naysayers, the one aunt who gasped when you said your price. This selective attention reinforces your fears.

• You’re adjusting your worth to stay safe instead of pricing your offers based on transformation, clarity, and aligned energy.

Let’s get radically honest. Your audience isn’t always under-resourced. You’re just not communicating the value, or worse, you don’t believe in it yourself yet.

When you’re clear, confident, and fully aligned with your pricing, your ideal clients will show up—because they can sense your certainty.

3 Signs You’re Projecting Your Money Beliefs

Let’s break down how this shows up in your business in real time.

1. You Feel Resentful, Even When People Buy

You scored the client. Someone said yes. Yay!

But deep down, you’re frustrated. You know you undercharged. You’re in a Slack or Voxer container with no boundaries. You’re giving too much because you thought pricing low would be “easier.”

Now? It’s not sustainable. And when it’s time to raise your prices, you shrink. You convince yourself to stay affordable to maintain the validation. You’re afraid to lose love, approval, or praise.

This is a sign that you haven’t fully claimed your worth. When your energy feels off about your pricing, it shows up as resentment or burnout. That’s your inner wisdom signaling that the status quo is no longer serving you.

2. You Avoid Naming Your Prices Publicly

You’re magnetic on Instagram. Your content is fire. You show up to your webinar glowing.

But when it’s time to sell? You speed-talk through the price, you skip it, you say it apologetically.
Then you wonder why no one converts.

Let me be blunt: You didn’t make a clear invitation.

Some people will think it’s expensive. Some will say no. And that’s okay. It’s not a rejection, it’s information. It’s a signal of their readiness, not your worth.

But when you skip the price or whisper it with guilt, you’re sending mixed signals. Your body is flinching, and your energy is saying, “Don’t buy this.”

Pricing is a form of communication. If you’re not clear and confident, your audience gets confused or unsure whether to invest.

3. You Keep Creating Lower-Ticket Offers to Compensate

You tell yourself, “My premium offer is too expensive for my people.” So you build another offer, and another, and another.

Now your energy is scattered, your brand is confusing. You’re chasing an audience who still isn’t buying. Why?

Because you’re not speaking to the people who are ready; you’re speaking to the people you’re afraid to leave behind. And they’re not investing, because they’re not your dream clients.

This cycle can keep you stuck in burnout and overwhelm while your business stays stagnant.

Emotional Congruence is Magnetic

Your pricing doesn’t need to be palatable. It needs to be precise.

You are not here to play small. You are not here to dilute your power to be digestible. You are here to own the value of your transformation, to price with clarity, and to serve from overflow, not depletion.

Want to know what makes a business magnetic? Emotional congruence.

If your nervous system flinches when someone else names a high-ticket price, and you’re trying to charge that same price, your audience feels that misalignment. You cannot expect others to ground in your pricing if you haven’t fully claimed it.

This doesn’t mean forcing yourself into a $10k mastermind. But it does mean looking at where you’re still telling yourself:

• “It’s too expensive.”

• “Now’s not the time.”

• “I can’t afford it.”

Then asking: Is that actually true, or is this a reflection of my unhealed money stories?

Start Shifting It Now

Ready to shift this?

Start with the way you invest in yourself. No, you don’t need to max out a credit card just to match your dream pricing. But you do need to get honest:

Where are you asking your clients to stretch when you won’t? Where are you expecting others to embody what you haven’t fully claimed?

This is not about shame; this is about mirrors. It’s time to look at your reflection with loving honesty.

“Someone telling you that your content is inspiring is not going to lead to a sale. The person who says, ‘You activated something in me and I’m ready to do the work,’ - that’s who you’re here to serve.”

Redefining “Expensive”

What’s expensive is relative.

To one person, $1,000 is too much; to another, $10,000 is a no-brainer; to someone else, it’s an investment in a better life.

A parent might fall over at a $10,000 medical treatment bill - until they realise it could transform their child’s quality of life. Suddenly, the question isn’t “Is this expensive?” but “Is this a priority?”

When something is a true priority, we find a way. People take loans, use credit, borrow from family. So when your audience isn’t buying, it’s not always about the price tag.

Maybe:

• You haven’t clearly communicated the transformation.

• You haven’t owned your offer energetically.

• You’re still hiding behind “affordable” instead of claiming your authority.

The Shift to Powerful Pricing

Here’s what powerful, aligned pricing looks like:

• Your nervous system feels safe with the number.

• Your energy feels clear when you name it.

• Your messaging is congruent with the transformation.

• You don’t shrink. You lead.

• You are no longer pricing to be palatable. You are pricing to be precise.

• You are choosing to serve people who are ready, willing, and resourced enough to do the work, not just admire you from the sidelines.

Your Next Step:

If this conversation stirred something in you, if you felt seen, called out, called in; you’re ready for the next step.

Start with my powerful audio program: She Holds Wealth It’s a 14-day journey into money energetics, pricing mindset, and energetic receiving. Each audio is paired with a soulful integration practice, so you’re not just learning, you’re embodying.

This is the inner work that makes the outer strategy actually work.

And when you’re ready for more, join the waitlist for Ascension Academy, an experience for scaling with emotional congruence, nervous system integrity, and pricing power that matches your soul’s work.

Final Truth Bomb

Your pricing is a reflection of your self-trust, not just your strategy.

When you stop shrinking to be digestible and start rising to be transformational, everything changes.

You are not here to play small. You are here to hold wealth.

Let your next pricing decision be made from clarity, not fear. 

Let your next offer come from power, not projection.

Let your business be resourced, from the inside out.