Pricing Too Low Might Make Your Business Seem Less Valuable

Have you ever encountered a low price on a product or service and as a result, questioned its value?

We've all been there. You see an offer that looks amazing on the surface, but the price is just… too low. And suddenly, you start wondering if it’s actually worth it. Is the quality going to be up to par? Is this really going to deliver?

I had one of those moments during a Mastermind meeting. We were discussing a high-end event – a $14,000 event, to be exact. Now, $14,000 might seem like a significant investment to some, but in the room full of seasoned entrepreneurs, there was a bit of hesitation. Not because the price was high, but because it wasn’t high enough.

Why Pricing Can Send the Wrong Message

Here’s the thing about pricing…

It communicates more than just the cost. It sends a signal about value, quality, promised results, and who the offer is meant for. When the price of something is too low, it can make people question whether it’s actually valuable or whether it’s meant for someone less experienced.

In the case of the $14,000 event, several people in the room felt that if the price had been $25,000, they would have had no doubts about the fit.

At $25,000, they knew it was tailored for someone at their level – someone advanced, someone that takes their growth (and the growth of their business) seriously.

But at $14,000? That price made them pause. They wondered if they would be in a room with people who weren’t at their level, or if the content would be less advanced.

How This Relates to Your Business

This got me thinking about my own offerings, particularly the PLF Live workshop. I’ve been running this workshop every year since 2010, and it’s consistently delivered incredible results for thousands of attendees.

It’s a three-day deep dive into creating a Launch Plan, complete with coaching from me and my team, plus the added bonus of our custom in-house AI to help with the heavy lifting.

But here’s the kicker: we’ve intentionally kept the price low to make it accessible to as many people as possible. The energy of the event was unmatched when there’s a large crowd, and frankly, the more success stories we can create, the better.

Yet, this discussion made me wonder – could pricing PLF Live too low actually be a mistake?

Could it be sending the wrong message about the value of the workshop?

Balancing Accessibility with Perceived Value

Setting a price is a tricky thing. 

On one hand, I always want as many people as possible to experience PLF Live^® because I know how powerful it can be. On the other hand, I don’t want people to question the value of what we’re offering simply because the price is lower than they expect.

This isn’t just about PLF Live, it’s a broader lesson for any business owner.

When you set your prices, you’re not just covering costs or calculating profit margins. You’re also making a statement about your brand, your quality, and who you want to attract. Like it or not, your price affects your positioning (how you’re seen in the market). 

And if your price is too low, you might unintentionally attract the wrong audience — or worse, repel the right one.

The Importance of Communicating Value

So, what’s the takeaway here? 

Whether you’re pricing a workshop, an event, or anything else, your price sends a message. It’s like a signal that tells people what to expect. And if you’re pricing something lower to make it more accessible, you’ve got to make sure you’re still communicating the value.

So if you’ve ever found yourself wondering if your pricing might be giving off the wrong vibe, here’s what you need to think about:

Who Does Your Price Speak To? Are you drawing in the right crowd with this price? A lower price might bring in more people, but they might not be the ones you really want to work with.

Does the Price Match the Experience? Does your price reflect just how valuable and transformational this experience is? Make sure the price aligns with the real value you’re delivering.

What Do People Think When They See the Price? A low price can make some folks wonder if the quality is up to par. You don’t want your price to make people second-guess whether it’s worth their time.

Don’t Be Afraid to Adjust: If something feels off, don’t be afraid to change it. It’s better to tweak the price than to have people question whether what you’re offering is really as good as it is.

What’s Next?

Even though PLF Live is over for this year, the lessons learned about pricing and value are timeless. If you’re thinking about launching a product or service, or revisiting your current offerings, consider how your pricing might be influencing your audience’s perception of your offer and your business.

So, what do you think? Have you ever encountered a situation where a low price made you question the value? Scroll down & leave a comment – I’d love to hear your thoughts.

And If you’re ready to start your own journey and ensure your launch reflects the value you bring to the table, I’ve got something for you.

Enter your best email address here to get access to Launch Quickstart – my FREE training designed to help you build a business you love, with the kind of launch that makes people sit up & take notice.