July 23, 2025

How do I increase my fees in a competitive market?

Let’s start with a definition:

What is a market?

In business terms, a market is a place where buyers and sellers come together to trade goods and services.

Generally speaking, if there are lots of buyers in a market, lots of sellers will show up to serve the demand.

So...

Any busy market is, by definition, a “competitive” market.

When someone says to me...

“I’d love to raise my fees, but I can’t because I’m in a competitive market!”

What they’re really saying is...

“The buyers in my market don’t see any meaningful difference between me and any of the other sellers.”

What happens in a case like this?

You end up competing on price.

(Translation: you have to lower your price to beat the cheaper sellers.)

What can you do about it?

BE DIFFERENT from your competitors in a way THAT MATTERS TO your ideal buyers.

There is no alternative.

Yours,

—J

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