Afleveringen
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Ever feel like every potential client you attract says, ‘I love what you do, but I just can’t afford it?’ If this keeps happening, the issue isn’t just your pricing—it’s how you’re positioning yourself. In today’s episode, I’m breaking down why this happens and how to start attracting clients who actually expect to pay premium rates.
And if this episode resonates, I have a free guide to help—The Premium Pricing Reset. Grab it now at here.
1️⃣ People Buy Based on Perceived Value. Clients aren’t just paying for a service—they’re paying for the transformation they believe they will get. If your messaging is unclear or your offer isn’t positioned well, potential clients won’t see why it’s worth the investment. That’s why some businesses charge 10x more than others for essentially the same service—they’ve mastered the art of positioning. If you keep hearing, “I can’t afford it,” the issue isn’t always price—it’s that your potential clients don’t fully see the value yet.
2️⃣ You Need to Show, Not Just Tell. Your messaging needs to actively demonstrate why your offer is worth the investment. This means using testimonials, case studies, and tangible examples to help potential clients visualize the transformation they’ll experience. If you’re only talking about what you do rather than what your clients gain, you’re missing a key piece of the puzzle. Instead of saying, “I help people with marketing,” say, “I help business owners simplify their marketing strategy so they can generate consistent $10K months with less effort.” See the difference?
3️⃣ It’s Time to Reposition Yourself. If your pricing keeps attracting price-sensitive clients, the way you talk about your offer needs to shift. Stop using words like “affordable,” “budget-friendly,” or “accessible” if you want to attract high-value clients. Instead, focus on transformation, premium service, and ROI. Clients don’t hesitate to invest in things that feel essential to them—your job is to make your offer feel like a must-have, not a nice-to-have.
Alright, let’s recap what we covered today. First, people buy based on perceived value, so if you keep hearing ‘I can’t afford it,’ it’s likely a messaging issue, not a pricing issue. Second, you need to show, not just tell—use testimonials, case studies, and clear language to make your value obvious. And third, it’s time to reposition yourself—ditch ‘affordable’ messaging and start speaking to premium clients who expect to invest.
Ready to reset your pricing and attract the right clients? Grab my free guide, The Premium Pricing Reset, here and start positioning yourself for premium clients today!
Thanks for listening,
Esther Gretton
Website: www.esthergretton.com
Instagram: @esther_gretton
Email: [email protected]
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Raising your rates should feel exciting, but for so many business owners, it just feels terrifying. What if clients say no? What if you feel greedy? What if raising prices makes you lose business instead of growing it? The truth is, charging more is not just about picking a higher number—it’s about knowing how to confidently own your pricing without fear. In today’s episode, we’re going to break down exactly how to raise your rates without guilt or worrying that clients will disappear.”
And if this episode is speaking to you, I have something that will help—my free guide, The Premium Pricing Reset. It walks you through the exact steps to start charging more with confidence. Grab it now here.
Higher Prices Attract Better Clients. When business owners fear raising their prices, they often think about the clients they already have instead of the clients they want to attract. But here’s the reality—low-budget clients will always exist, and they’ll always be looking for the cheapest option. If your pricing is set to attract “affordable” buyers, that’s exactly who you’ll keep getting. Premium clients? They expect to invest. They aren’t looking for the cheapest deal; they’re looking for the right fit. And the truth is, they associate price with quality. If you’re undercharging, some of your best-fit clients may actually be overlooking you because they assume you’re not at their level. Instead of worrying about losing low-budget clients, focus on aligning your pricing with the right clients.
Confidence Comes from Clarity. A lot of business owners feel guilty about raising their rates because they don’t feel justified in doing it. But what if pricing confidence isn’t about just “feeling ready” but about knowing your value? When you have a clearly structured offer, when you deeply understand the transformation you provide, and when you have real client success stories, raising your rates doesn’t feel risky—it feels obvious. One of the best ways to remove pricing guilt is to look at the results you provide. What problems are you solving? What’s the long-term impact of your work? Instead of focusing on “charging more,” focus on how your work is changing things for your clients.
Your Dream Clients Expect to Pay More. Have you ever noticed that the best brands rarely discount their prices? That’s because premium buyers don’t make decisions based on cost—they make decisions based on value. If you’re attracting clients who always want a deal, it’s likely because your messaging is positioned toward “affordability” instead of “high-value transformation.” The reality is, the right clients won’t flinch at your new rates because they already expect to pay premium prices for premium results. Your job isn’t to lower your prices to match the wrong audience—it’s to reposition yourself to attract the right one.
Alright, let’s quickly recap what we covered today. First, higher prices actually attract better clients who value your work, so stop worrying about losing budget clients. Second, pricing confidence comes from clarity—when you deeply understand the transformation you provide, raising rates feels natural. And third, premium clients expect to pay more, so it’s time to shift your messaging and stop trying to appeal to the wrong audience.
If you’ve been waiting for the perfect time to raise your rates, this is it. Grab my free guide, The Premium Pricing Reset, at www.esthergretton.com/pricereset and take the first step toward charging what you’re truly worth!
Thanks for listening,
Esther Gretton
Website: www.esthergretton.com
Instagram: @esther_gretton
Email: [email protected]
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Zijn er afleveringen die ontbreken?
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Still Stuck Undercharging? Here’s What’s Really Holding You Back
“You’re great at what you do. You’ve been in business for a while. So why are you STILL undercharging? Why does it feel so hard to confidently charge more—without second-guessing yourself?”
“Here’s the thing… the problem isn’t just your pricing. It’s deeper than that. And today, I’m going to walk you through the REAL reasons you’re still stuck undercharging—and how to finally shift out of it so you can confidently raise your rates and attract the clients who are READY to pay you.”
And by the way, if this episode is hitting home, I have something that will help—my free guide, The Premium Pricing Reset. It walks you through the exact steps to start charging more with confidence. You can grab it here.
Undercharging Isn’t About Price—It’s About Confidence
Most people assume pricing is just about numbers, but the truth is your pricing is a reflection of how you see yourself. If you doubt your worth, you’re going to underprice your services.
👉 Think about it—why do some business owners confidently charge $5,000 for something while others struggle to ask for $500 for the same result? It’s not about skill. It’s about confidence and how clearly they communicate the transformation they provide.
Here’s what to ask yourself:
• Do I fully believe in the value of what I offer?
• Do I hesitate when telling people my price?
• Do I justify my rates or offer discounts before someone even asks?
If you answered yes to any of these, your pricing struggles are more about confidence and positioning than they are about the actual number.
Pricing Fear Keeps You Stuck in a Cycle of Overworking
A lot of service providers set their prices based on what they think people will pay instead of what their service is actually worth.
👉 So they stay stuck at a rate that forces them to take on more and more clients just to make a sustainable income. This leads to exhaustion, resentment, and the feeling of always being busy but never moving forward.
Think about it this way: If you’re currently charging $1,000 per project, and you want to hit $10,000 months, you need 10 clients per month. But if you charged $3,000 per project, you’d only need 3-4.
More clients isn’t the solution. Better pricing and positioning is.
The Pricing Reset: Your First Step to Charging More
The first step to resetting your pricing is shifting your mindset from “time for money” to “value for transformation.”
Instead of thinking:
🚫 “I can’t raise my prices because I’ll lose clients.”
Try:
✅ “The right clients will recognize the value and pay for it.”
Instead of:
🚫 “I just need to get more experience before I can charge more.”
Try:
✅ “I already have skills and experience that deliver real results—my pricing should reflect that.”
ACTION STEP: Write down three clear transformations your clients get from working with you and ask yourself: What is that actually worth?
“If this episode hit home and you’re ready to stop undercharging, I’ve got something for you. My free guide, The Premium Pricing Reset, will walk you through the first steps to confidently raising your rates and attracting high-value clients—without fear or hesitation. Grab your copy now here, and let’s start pricing in a way that supports your business and your life!”
Thanks for listening,
Esther Gretton
Website: www.esthergretton.com
Instagram: @esther_gretton
Email: [email protected]
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Welcome to The Clear Business Growth Show! If you’ve ever felt like your business is blending into the background—struggling to stand out in a crowded market—this episode is for you.
Today, we’re talking about why your values are your secret weapon in business growth. When you deeply understand and embody your core values, you naturally attract the right clients—those who think, “Wow, she’s exactly the kind of person I want to work with.”
If you’ve ever found yourself working with clients who drain your energy or wondering why your marketing isn’t resonating, this might be the missing piece. Your values aren’t just words on a website—they shape your client experience, messaging, and brand identity. And when you use them strategically, marketing becomes easier, more authentic, and more effective.
In this episode, we’ll cover:
✅ How to identify your core values (beyond the generic ones)
✅ Why values-based marketing creates trust and long-term clients
✅ Practical ways to weave your values into your marketing, offers, and client experience
By the end of this episode, you’ll have clear, actionable steps to make your values work for you, so your business feels aligned, your marketing flows naturally, and your great-fit clients come to you.
Thanks for listening,
Esther Gretton
Website: www.esthergretton.com
Instagram: @esther_gretton
Email: [email protected]
FULL EPISODE TRANSCRIPT:
Welcome to The Clear Business Growth Show, the podcast for service-based business owners ready to escape the overwhelm of juggling client work and marketing. If you’ve ever felt stuck in a cycle of inconsistent income, frustrated by not having a clear way to market and grow your business, and teetered on the edge of burnout—you’re not alone. I’ve created this podcast for you. I’m your host, Esther Gretton, Business Growth Mentor and creator of the CLEAR Business Growth Framework. Drawing on my 10 years as a business owner, a decade in corporate business development, five years as a business lecturer, and my expertise as a certified coach, I’m here to help you gain clarity, attract more great-fit clients, and grow your business—without burning out. Each week, I share actionable strategies and real-world insights to empower you to grow your business so you can feel on track and in control. If you’re ready to transform the way you approach your business, you’re in the right place. Let’s dive in.
Today, we’re talking about how knowing and using your values can be a key way to differentiate yourself in your industry. When you truly embody your values, you naturally stand out from your competitors and attract the right clients—those who think, Wow, she’s the kind of person I want to work with. She shares my values. This episode is for you if you feel like your business is blending into the crowd. Because here’s the truth—your values are actually your superpower. They are what clearly set you apart from anyone else in your industry. And they’re not just words on a website (though, to be honest, not many people even put them on their websites unless they’re big corporates). Your values define the experience you create for your clients and attract the right people to your business.
Think about the best client relationships you’ve had—the ones where you got off a discovery call and thought, I really hope they work with me; they’re a perfect fit! Those clients aligned with your values. And on the flip side, we’ve all had clients who weren’t a good fit, and those relationships can drain your energy, time, and resources. Today, we’re diving deep into the power of core values—why they matter, how to define them, and most importantly, how to use them to attract more great-fit clients who align with your vision and mission. Whether you’re just starting to articulate your values or looking to refine them, this episode will give you practical steps to make your values a magnet for your ideal audience. So, if you’ve ever struggled with feeling like you’re marketing to everyone instead of the right people—this one’s for you. Let’s dive in.
Why Do Values Matter?
Shared values build trust and long-term relationships. Think about a time when you bought a service or product from someone whose values aligned with yours. How did that feel? Now think about a time when you bought from a business that didn’t share your values. What was the difference? The same principle applies to your clients. When they sense that you share similar values, they feel more connected, making them more likely to work with you. Whether they explicitly recognize it or not, they’re drawn to people who share their perspectives, priorities, and ways of working.
Your values should show up across the entire customer journey—from the first time someone discovers you, through their decision to work with you, to the ongoing client relationship. Values-based marketing connects with clients on a deeper level, helping them move from interested to excited about working with you.
How to Identify Your Core Values
Dr. Brené Brown has a fantastic list of values that I often recommend to clients (I’ll link to it in the show notes). But before you look at any lists, take some time to reflect on a few key questions:
1. What’s your ‘why’? Why did you start your business? Why do you continue running it? What impact do you want to make—personally, professionally, and maybe even globally?
2. What does your ideal business and life look like? Picture a workweek where everything is running smoothly. How are you spending your time? What kinds of projects and clients bring you the most joy? How does your business support your lifestyle goals?
Once you define your values, you can start integrating them into your brand messaging, marketing, and client interactions.
Living and Communicating Your Values
Once you’ve identified your core values, the next step is making sure they show up in your marketing and client experience. In your messaging: Share your ‘why’ in your content, whether it’s on social media, your website, or this podcast. In your offers: Ensure your services align with the values you hold dear. In your client experience: From discovery calls to project delivery, make sure your values come through in how you communicate and work with people.
For example, if one of your values is freedom, you might highlight how your services help clients create a business that supports their lifestyle. If your value is authenticity, you might share personal stories about your journey and the real challenges you’ve faced. The key is to be consistent. When people see the same values reflected in everything you do, they trust you more.
Take Action
I have a challenge for you: 1. Write down your top three to five core values. 2. Look at your day-to-day business activities—are you living those values? If not, what small changes can you make? 3. Identify one way to weave your values into your marketing this week—whether it’s sharing a story on social media, updating your website copy, or simply bringing more of you into your content. I’ll add a link to Brené Brown’s values list in the show notes to help you refine your list.
Yeah yeah
Final Thoughts
Your core values aren’t just nice to have. They are the foundation of a business that feels right and attracts the great-fit clients you truly want to work with. Leading with your values naturally builds trust and fosters deeper connections. And in a world filled with AI, automation, and cookie-cutter marketing, your authenticity is what will make you stand out.
Thank you so much for tuning in. And as I’ve mentioned in previous episodes, the Clear & Grow six-month program is launching soon—stay tuned for details!
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Feeling stuck in a business model that no longer works for you?
If your service delivery is eating up all your time, leaving you overwhelmed or burnt out, it’s time for a change.
In this episode, we’re diving into how to redesign your service model so it truly supports your lifestyle—without sacrificing revenue.
I’ll walk you through scalable service options, real-world examples of business owners who made the shift, and practical ways to streamline your operations using automation and AI.
Plus, I’ll share an exercise to help you map out an ideal week that aligns with the business (and life) you actually want. Let’s build a business that works for you, not the other way around.
Thanks for listening,
Esther Gretton
Website: www.esthergretton.com
Instagram: @esther_gretton
Email: [email protected]
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Why do some offers sell effortlessly while others struggle to gain traction?
The secret isn’t just in what you’re selling, it’s in how you position, package, and price it.
In this episode, we’re breaking down the key elements of a high-converting offer so you can attract more of the right clients and turn interest into sales. You’ll learn:
✔️ How to position your offer so it feels like a “no-brainer” to your audience
✔️ The biggest mistakes business owners make that stop people from buying
✔️ Pricing strategies that reflect your value (instead of trading time for money)
✔️ Simple tweaks that can make your offer more compelling instantly
If you want to start hearing more ‘yeses’ from potential clients, this episode is for you!
Thanks for listening,
Esther Gretton
Website: www.esthergretton.com
Instagram: @esther_gretton
Email: [email protected]
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If you’ve ever felt like you’re spinning your wheels, caught in the hustle, or stuck in a cycle of constant busyness with little to show for it—this episode is for you.
Today, we’re diving into the mindset shifts that can take you from merely hustling to truly thriving.
We’ll explore the toxic effects of hustle culture, the difference between busy work and impactful work, and practical strategies for prioritizing what truly matters.
By the end of this episode, you’ll have the tools to reclaim your time, energy, and focus so you can build a business that supports your life—not the other way around.
Thanks for listening,
Esther Gretton
Website: www.esthergretton.com
Instagram: @esther_gretton
Email: [email protected]
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Feeling like your current offer isn’t hitting the mark?
In this episode of The Clear Business Growth Show, we’re diving into how to rebuild and refine your services so they deliver better results—for both your clients and your bottom line.
Whether you’re not reaching your income goals, or your offer feels out of sync with what your clients truly need, this episode is packed with actionable tips to help you create an offer that stands out, connects, and converts.
Client Empathy Map link.
Thanks for listening,
Esther Gretton
Website: www.esthergretton.com
Instagram: @esther_gretton
Email: [email protected]
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Are you living and working in alignment with your values?
In this episode of The Clear Business Growth Show, we’re diving into how identifying your core values can transform your business and personal life.
Discover how to use your values to attract great-fit clients, build a sustainable business, and create more contentment in your daily work.
We’ll explore actionable exercises to clarify your values, avoid misalignment, and weave your unique principles into your marketing and client delivery.
If you’re ready to connect authentically with your audience and grow your business on your terms, this episode is for you.
Brene Brown Values List.
Thanks for listening,
Esther Gretton
Website: www.esthergretton.com
Instagram: @esther_gretton
Email: [email protected]
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Are sales calls the part of your business you dread?
It’s time to change that! In this episode of The Clear Business Growth Show, we’re diving into how to transform discovery calls into meaningful, stress-free conversations that attract your great-fit clients.
Learn why human connection matters more than ever in today’s tech-driven world and how to create a structured yet authentic call flow that feels good for you and your potential clients.
Ready to ditch the salesy tactics and embrace a process that aligns with your values? Listen to learn how.
Thanks for listening,
Esther Gretton
Website: www.esthergretton.com
Instagram: @esther_gretton
Email: [email protected]
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Struggling to market your service-based business without feeling salesy or overwhelmed? In this episode of The Clear Business Growth Show,I cover a game-changing, simple marketing plan tailored for busy entrepreneurs.
Discover the three essential pillars of the customer journey, why discovery calls are a must for higher-ticket offers, and how to align your marketing with your values to attract great-fit clients. If you're ready to grow your business with clarity and ease, this episode is for you!
Don’t forget to subscribe and leave a review—your support helps us reach more entrepreneurs like you!
Thanks for listening,
Esther Gretton
Website: www.esthergretton.com
Instagram: @esther_gretton
Email: [email protected]
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Unlock the key to authentic connections with your ideal clients.
In this episode, we dive into the transformative power of empathy mapping—a tool used by top brands like Airbnb, Nike, and Lego to understand their customers on a profound level.
Learn how to step into your client’s shoes, uncover their deepest fears and desires, and craft offers that resonate on a human level.
Whether you're tired of marketing that feels off-target or want to build irresistible solutions, this episode is your guide to creating client-focused success.
Ready to make your messaging magnetic? Let’s get started!
Here is the link to a Client Empathy Map (as mentioned in the episode).
Thanks for listening,
Esther Gretton
Website: www.esthergretton.com
Instagram: @esther_gretton
Email: [email protected]
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Are you ready to make 2025 the year you achieve your business and life goals without burnout?
In this episode, we’re diving deep into why setting clear, aligned goals is a game-changer for sustainable success.
Learn how to define what success looks like for you, balance your goals with your values, and create a plan that prioritises both growth and well-being. Plus, I’ll share powerful research-backed tips on why writing down your goals and sharing them with others can increase your chances of success dramatically.
Tune in and start the year with clarity, focus, and actionable insights!
Thanks for listening,
Esther Gretton
Website: www.esthergretton.com
Instagram: @esther_gretton
Email: [email protected]
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Welcome to the latest episode of The Clear Business Growth Show!
This week, we’re diving into a topic every service-based business owner needs to master: how to identify and attract your great fit clients. If you’ve ever found yourself drained by clients who don’t align with your values or vision, or you’re ready to say goodbye to the cycle of taking on “any and every client,” this episode is for you.
I’ll share actionable strategies to help you define who your dream clients are, refine your offers, and build a business that energizes you. Let’s get clear and grow your business—together!
Thanks for listening,
Esther Gretton
Website: www.esthergretton.com
Instagram: @esther_gretton
Email: [email protected]
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Self-doubt is a natural part of being human, but as a business owner, it can hold you back from reaching your goals, attracting great-fit clients, and growing with confidence.
In this episode of The Clear Business Growth Show, we’re normalising self-doubt, exploring where it comes from, and discussing practical tools to overcome it.
I share my personal journey of navigating self-doubt as a business owner and entrepreneur, and how embracing it with empathy has shaped my approach to marketing, teaching, and client work.
You’ll learn actionable strategies, including the power of a success journal and techniques for resetting negative self-talk, to help you build lasting confidence in your business journey.
If you’re ready to move past self-doubt and step into your full potential, this episode is for you!
Thanks for listening,
Esther Gretton
Website: www.esthergretton.com
Instagram: @esther_gretton
Email: [email protected]
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In this episode, we dive into one of the most important (and often tricky) aspects of running a service-based business: pricing your services confidently.
If you've ever felt unsure about how to set your rates, worried about overcharging, or overwhelmed by the fear of underselling yourself, this episode is for you.
I share insights from my own journey, practical tips to align your pricing with the value and transformation you provide, and a reflective exercise to ensure your business stays sustainable.
Learn how to step into your worth and make pricing decisions that benefit both you and your great-fit clients.
Thanks for listening,
Esther Gretton
Website: www.esthergretton.com
Instagram: @esther_gretton
Email: [email protected]
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Welcome to Episode 12! 🎙️ If you're a business owner who's made the leap from the structured world of corporate into the freedom (and challenges!) of entrepreneurship, this episode is for you.
In today's episod, I share key mindset shifts that were essential on my own journey from corporate employee to business owner. You'll hear personal stories, hard-earned insights, and actionable tips on how to think, act, and thrive as a CEO of your own business.
Transitioning from a corporate job to running your own business isn't just about strategy; it's about transforming how you think. We'll explore how to overcome the fear of instability, shift from a reactive to a proactive mindset, and embrace the flexibility that comes with entrepreneurship—without sacrificing your sanity or the work-life balance you crave.
If you're ready to unlock your potential and step into your new role as a thriving CEO, this episode will guide you through the mindset shifts you need to make it happen. 🎧
Thanks for listening,
Esther Gretton
Website: www.esthergretton.com
Instagram: @esther_gretton
Email: [email protected]
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Are you tracking the right metrics in your marketing? Do you know what’s working and what’s not? In today’s episode, we’re talking about the importance of reviewing results—why tracking your marketing metrics is essential, what common mistakes to avoid, and how to measure what truly matters to your business success.
By the end of this episode, you’ll have a clear understanding of which metrics you should be tracking, how to use those insights to make smarter marketing decisions, and how this approach can help you achieve more predictable, consistent revenue in your business.
Thanks for listening,
Esther Gretton
Website: www.esthergretton.com
Instagram: @esther_gretton
Email: [email protected]
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Do you ever feel like you’re spending too much time on repetitive tasks in your business, leaving little room for the creative and strategic work that really drives growth? What if I told you there’s a way to automate those time-consuming tasks so you can focus on what truly matters?
In today’s episode, we’re diving into the world of AI and automation—what it is, why it’s a game-changer for efficiency, and how you can start using it to streamline your marketing. Whether you want to free up time, reduce overwhelm, or deliver a better client experience, automation can help.
By the end of this episode, you’ll have a clear understanding of how to integrate AI and automation into your business and how to start with tools that are both accessible and effective. Plus, I’ll share a simple challenge to help you take action right away!
Thanks for listening,
Esther Gretton
Website: www.esthergretton.com
Instagram: @esther_gretton
Email: [email protected]
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Do you have a solid marketing plan but find yourself struggling to execute it?
Maybe you’re excited about the potential, but when it comes to actually putting that plan into action, you feel overwhelmed by the sheer volume of tasks.
Or maybe you’ve started implementing it, but life and business distractions keep getting in the way.
If that sounds familiar, today’s episode is for you. We’re talking about execution—why it’s the most critical part of your marketing strategy, what common barriers often get in the way, and how to break your plan down into actionable, manageable steps that fit into your busy life.
By the end of this episode, you’ll have a framework for turning your marketing plan into clear, doable tasks that you can integrate into your daily and weekly routines—without feeling overwhelmed.
Thanks for listening,
Esther Gretton
Website: www.esthergretton.com
Instagram: @esther_gretton
Email: [email protected]
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