Disclaimer: I share these thoughts from a Christian perspective, where biblical wisdom often intersects with practical business principles. If this isn’t your background, feel free to take what’s useful and leave the rest. The point remains relevant for all entrepreneurs who wrestle with pricing and value in their work.
The Good-Intentioned Trap of Low Prices
In the early stages of building a business, many of us make what we believe is a compassionate choice: we set our prices low so that more people can afford our services. We think we’re being kind, even charitable. But as the saying goes—“The road to hell is paved with good intentions”—sometimes those well-meaning decisions can lead to unintended harm. Not only do you, as the service provider, feel the squeeze in your finances and mental health, but your clients often end up shortchanged in their results, motivation, or overall experience. When we adopt bargain-basement prices, we create a mismatch between the “high-quality” service we claim to offer and the actual perceived value our price conveys.
Logically, if you’re touting a premium or “high-quality” service but your rates are the lowest in the market, it sends a contradictory message. You can’t be “the cheapest” and “the best” at the same time. A rock-bottom price can inadvertently brand you as the “cheap option,” overshadowing any attempts at professional polish or advanced expertise. And those who pay the least are often less committed, more demanding, and less appreciative—ending up not only hurting you as the provider, but ultimately harming them as well, since they’re not fully invested.
High-quality implies dedicated attention, continuous skill development, possibly better tools, and maybe a supportive team. Those cost money.
I’ve personally wrestled with this. I used to worry about “breaking someone’s pockets,” quoting a low figure to seem more approachable. Over time, I realized this approach created clients who undervalued my work, demanded more than what they paid for, or simply lacked the commitment that comes with a more substantial investment. It also left me perpetually exhausted and undercompensated, unable to invest in the tools, support, and continuing education that would allow me to serve clients with excellence.
The Heart Follows the Pocketbook
There’s an illuminating principle in Scripture (Matthew 6:21): “For where your treasure is, there your heart will be also.” While Jesus didn’t give that lesson specifically for business, it resonates powerfully in the professional realm: people commit to what they invest in. Clients who pay premium rates generally pay attention, show up ready, and value your time. Those who haggle or pay very little often fail to see the importance of the service—leading to missed opportunities, half-baked results, and potential friction in the working relationship.
Moreover, low prices can make it impossible for you, the entrepreneur, to deliver at the highest standard. You scramble to cover expenses, juggle multiple low-paying gigs, and eventually burn out. Ironically, the very empathy that led you to undercharge can turn into resentment, as you realize you’re overworked and underpaid.
Low Priced Offer vs. Premium Priced Offer: A Tale of Two Packages
One of the clearest ways to see this in action is to compare two offers aimed at solving a similar need, but at drastically different price points. Let’s imagine we have a Branding Photography Package—one is a budget-friendly version; the other is a premium, all-in experience.
The Low-Priced Offer
Price: $99
Audience: Small-budget or skeptical clients who want “just a few photos” and are highly cost-conscious.
Features: 30-minute shoot, minimal location options, quick basic edits, online gallery with 5 final images.
Benefits:
Affordable entry point for new or budget-restricted entrepreneurs.
Quick turnaround.
Allows clients who “just need something” to get by.
At first glance, this might seem affordable and inclusive. Yet those paying $99 often don’t plan carefully for the shoot or appreciate the nuances of professional branding. They might skip calls, show up late, or demand extras that aren’t included. In theory, this might sound like a good deal for everyone. But here’s what often happens:
Client Mindset: Because they paid so little, they might not value your time or expertise, expecting extra poses, advanced editing, or indefinite revisions. They can also take the resulting photos less seriously.
Provider’s Challenge: You’re juggling multiple low-paying shoots to stay afloat. This leaves little room for thorough planning, advanced equipment, or a personalized client experience.
Outcome: The client has images, yes, but not necessarily a transformational branding experience. You also walk away feeling overworked, underpaid, and possibly resentful.
The Premium-Priced Offer
Price: $1,500
Audience: Entrepreneurs or companies who see brand imagery as an investment and are serious about their public image.
Features: 2–3-hour shoot, multiple locations, professional lighting, detailed retouching, brand consultation, creative direction, outfit/styling guidance, perhaps a hair/makeup artist included.
Benefits:
High-end quality with well-planned concepts tailored to the client’s brand.
The client feels fully supported—receiving guidance, storyboarding, and enough final images to cover various marketing channels.
With fewer shoots needed to hit revenue goals, the photographer can devote more focus to each client, refining details for stellar results.
Paying $1,500 means the client is fully invested. They likely coordinate outfits, align the shoot with a major brand campaign, and respect your timetable and expertise. You, in turn, can devote dedicated focus, maybe hire an assistant or a retoucher, and deliver an elevated experience that cements your value.
So, what happens in this scenario?
Client Mindset: Having invested more, they’re eager to do their part—whether it’s preparing the right outfits or syncing the shoot with their brand’s marketing timeline. They respect your expertise and are less likely to nickel-and-dime every detail.
Provider’s Perspective: You can afford to spend significant, dedicated time on each project, add personal touches, upgrade equipment or software, and perhaps hire an assistant for the day. You finish each shoot energized rather than depleted.
Outcome: The client not only receives top-notch images but also a comprehensive brand elevation. You gain a satisfied customer who’s likely to refer you and rave about the experience.
Why Low Prices Hurt Your Clients
It might sound counterintuitive to say that low prices can harm your clients, but consider this: a low fee can signal low value. When someone doesn’t stretch—even a little—they often pay less attention, remain less motivated, and won’t glean the full benefit of your service. People who invest more heavily in a program or service usually feel a greater sense of accountability and ownership. They come prepared, follow through on tasks, and generally see better results.
Another unintended consequence is that low prices often limit your capacity to deliver an exceptional experience. If you’re undercharging, you may not be able to afford the help or resources you need to provide top-tier quality—whether it’s hiring an assistant, investing in upgraded tools, or dedicating more hours to each project. Your clients suffer because they only get a fraction of what you could offer if you had the proper support and bandwidth. You may think you’re helping by making your work “affordable,” but in reality, you’re depriving them of the richer, more effective experience they could have if you charged enough to fully devote your energy and resources to their success.
Consider how low fees often result in:
Less Time/Attention: When you’re juggling too many low-paying gigs to make ends meet, each client gets minimal TLC (Tender Love & Care)
Limited Tools/Team: Without sufficient revenue, you can’t afford assistants, better software, or professional collaboration, meaning clients get a less refined outcome.
Reduced Accountability: People who barely invest monetarily sometimes barely invest mentally or emotionally; they don’t engage or follow through to the same level as those who “feel the pinch.”
Your clients actually benefit when you price for quality and sustainability, because you can allocate the time, tools, and care they deserve. They also take the experience more seriously, which often translates into real transformation—be it in brand presence, personal confidence, or business growth.
How Low Prices Hurt You
On the other side, offering rock-bottom rates starves you of the necessary resources to thrive as a professional. Over time, you may resent your workload, feeling trapped by underpaying clients. You can’t realistically set aside funds for taxes, software upgrades, or education if each project yields razor-thin margins.
While empathy for financially constrained clients is admirable, setting your prices to cater exclusively to the lowest common denominator can easily erode your own viability. Running a sustainable enterprise means accounting for overhead, taxes, continued learning, marketing, and your own salary. When you fail to charge enough, you risk burnout—juggling an overwhelming number of projects just to cover bills, with little time left for improvement or scaling.
This underpricing can also undercut your confidence. If you sense your value exceeds what you charge, but you keep fees low out of fear or compassion, you may begin resenting your clients or resenting yourself for not stepping up. Your creativity and energy get stifled, leaving you with the same frustrations you were trying to avoid. Ironically, you might also repel clients who would happily pay more for a higher caliber of service. They see your low rate and assume you’re not at the level they desire.
Additionally, you might miss attracting higher-level clients who see low rates as a sign of amateurism. Charging more, when it’s backed by real value, positions you as a specialist, someone worth investing in for premium outcomes. It’s an act of respecting yourself and the gifts God has given you, ensuring you can steward them responsibly and continue growing.
Rethinking “A Lot of Money”
One hurdle is the subjective nature of “a lot of money.” What’s expensive for one market might be standard or even cheap for another. By believing your rate is “too high,” you might be focusing on an audience that simply isn’t your ideal client. Rather than lowering prices to fit that demographic, consider targeting those who already recognize and can afford your value. Adjust your offering if needed—because if your skillset and deliverables aren’t robust enough to justify premium rates, it might be time to refine your offerings before hiking your fees.
Ultimately, you serve others better by charging enough to deliver excellence. If someone “winces” a bit at your investment level, that often means they’re paying attention. It also pushes you to ensure your service genuinely stands up to scrutiny. You’ll be motivated to improve, innovate, and provide outcomes that more than validate the cost. Yes, some people will walk away, but those who stay are more serious and more likely to partner effectively for mutual success.
Shifting to a Fair or Premium Rate
If you’ve been undercharging out of fear or compassion, start by evaluating the real cost of delivering excellent service. Factor in time, tools, and your expertise. Ask yourself: What outcome do I promise, and how do I ensure it’s genuinely worth the price? If your offerings still feel too small to justify a higher rate, it might be time to level them up—adding more comprehensive features or a more polished client experience that aligns with the new price point.
Perhaps you’re thinking, “Alright, I see the problem. But how do I ethically raise my prices?” The key is bridging the gap between your actual service costs and the outcome you deliver:
Increase Value and Communicate It: Outline every aspect of your service—consultations, research, editing, or backend tasks—and show clients how these components benefit their goals.
Refine Your Process: Ensure you’re delivering a premium experience to justify a higher price. Could you add a more personalized consultation, an upgraded final product, or a supportive follow-up?
Target the Right Audience: Don’t try to force your premium offer on those who simply can’t afford or appreciate it. Align your marketing with clients who see the worth of paying more.
Clients who can’t afford the premium option aren’t necessarily lost causes. You can design a smaller package or a self-serve version that doesn’t compromise your brand. But your flagship offer should reflect the true value and depth of service you provide. The Bible speaks to fair compensation, reminding us that workers are worthy of their wages (Luke 10:7). Giving yourself breathing room financially empowers you to remain passionate, invest in better tools or team members, and ultimately serve clients at a higher level. Ensuring your livelihood allows you to invest back into the quality of your service, thus blessing both you and the client.
You Can’t Be “The Cheapest” and “The Best”
When you claim to provide high-quality service but price it at bottom-tier rates, you send conflicting signals. High-quality implies dedicated attention, continuous skill development, possibly better tools, and maybe a supportive team. Those cost money. If your fee doesn’t reflect that, it either means you’re cutting corners or you’re failing to compensate yourself and your team properly—a lose-lose scenario.
Think about other industries: the best hotels or restaurants aren’t the cheapest ones. Their excellence is built into their premium pricing, which allows them to invest in superior staff, top-tier materials, and an ambiance worth remembering. You’re doing the same when you price fairly based on the comprehensive value you offer.
Serve Better by Charging Fairly
Charging low prices to “help more people” can be a noble sentiment, but in practice, it shortchanges your clients by denying them the premium experience and genuine commitment they’d show at a higher price. It also shortchanges you—your energy, finances, and future growth. In a biblical sense, fair pricing aligns with stewardship: you steward your talents, time, and resources to create lasting impact. If you’re reluctant to charge premium rates, ask whether your service meets a truly premium standard, and if not, concentrate on elevating it rather than discounting it.
It’s not about being greedy; it’s about ensuring everyone wins. With sufficient revenue, you can invest in better tools, a supportive team, and the personal bandwidth to serve each client with excellence. Meanwhile, clients who pay more tend to value your work, show up fully, and reap deeper rewards. When structured ethically and transparently, premium pricing becomes an act of service—paving the way for transformational outcomes that can’t be matched by bargain-basement deals.
Ready to Just Win With Your Business Growth Through Pricing?
If you’re ready to escape the undercharging trap and elevate your services to match their true worth, JustWin Media can guide you every step of the way.
Book a free discovery call to explore a personalized pricing strategy, or invest in our Revenue Allocation & Pricing Calculator to get clear on the numbers you need for sustainable, faith-aligned business growth through pricing.
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