I’ve been fairly open about how running a business made me realize I have a serious scarcity mindset when it comes to money.
Growing up with and around a lot of financial trauma will do that to you.
What’s wild is that the more successful my business is, the more scared I am that I could lose it all.
Maybe it was the move abroad, or the fact that my husband’s job is a target under our current administration, but my financial anxiety really came to a head this year.
Then I met Luisa Alberto. Luisa is the CEO and Founder of People First Finance. She’s direct and no-nonsense about money in a way that makes you feel safe.
She’s smart as hell and, most importantly, laughs at all my jokes.
I slid into her proverbial DMs so dang fast because I’ve been thinking about a pattern I’m seeing throughout my client’s copy (and honestly, mine too.)
Money mindset and financial insecurity can really f*ck with the way you write about your business and your services.
I think a lot of it comes down to assigning a dollar value to your work.
So I asked Luisa to share some serious truths about pricing that most business owners never consider.
She’s helped successful entrepreneurs figure out how to make their numbers work, and she’s seen firsthand how financial clarity transforms not just profitability, but confidence in how you talk about your work and its worth. Because, if you’re pricing from a place of financial confusion or desperation, that energy seeps into everything you write.
What business owners get wrong about pricing (From Money Queen, Luisa Alberto👑)
1) Your business model sets your prices, not just your time.
If you price by the hour, or based on how long something takes you to do, you’re ignoring the true cost of running your business. Pricing should reflect the value of the outcomes your business delivers, not “what you’re worth” or just your hours.
2) Sliding scale pricing is scarcity thinking.
Offering sliding scale pricing can feel generous, but if it’s not structured to cover your full costs and profit margins, you’re putting your business at risk. Every reduced-rate client needs to be balanced by higher-paying clients, or you end up subsidizing your own work out of your own pocket.
3) Profit buys you time. (TATTOO THIS ON MY FOREHEAD.)
Many small business owners price just to “get paid” but forget that profit funds vacations, parental leave, retirement, and pivoting when needed. If your pricing doesn’t intentionally build in profit, you’re always one unexpected expense away from burnout. (Hello, feast or famine businesses!)
4) Tax is a non-negotiable expense.
Just like rent or payroll is built into your pricing, tax should be too. You’re not “losing money” to taxes, you’re planning for a reality of doing business. A portion of every single sale that hits your business bank account isn’t yours.
How this shows up in your copy...
When you don’t understand these financial fundamentals and your livelihood depends on some iffy mental math, your copy reflects that uncertainty. I see this all the time:
Over-explaining your pricing because you’re not confident it’s justified. Instead of “My strategy packages start at $8,000, and deliver XYZ value,” you write three paragraphs about what’s included and why it costs what it costs.
Hiding behind vague language because you’re afraid to turn anyone off. You hide behind language like “investment varies” or “custom pricing available” because you haven’t done the math to know the minimum you actually need to charge.
Positioning yourself as the budget option when you should be competing on results. “Affordable” becomes your default because you’re afraid to own premium positioning.
Apologizing for your rates with language like “I know this is a big investment, but…” instead of confidently presenting the value.
When you understand your true costs, your profit margins, and the value you deliver, you can write copy with a lot more freedom.
You’ll stop trying to convince everyone you’re worth it and start focusing on connecting with the people who already understand that quality costs money.
Hbu, Reader? Did this one resonate with you?
Currently seeking penny-pinching peace,
P.S. I cannot overstate how much I love Luisa’s approach. If you want to get your financial foundations sorted so your copy can bust out of its invisible shackles, Luisa is currently accepting new clients for Better Bookkeeping (which includes monthly financial guidance specifically for service-based businesses!) Check out People First Finance and subscribe to Savvy Scaling to learn how having someone keep your books accurate and up-to-date can transform both your business decisions and your copywriting confidence.