If Your Price Went Up, But Your Messaging Didn't... Read This
Here’s something I see all the time: you evolve your offer, raise your price, and reposition your business, but your messaging stays the same. You get so focused on scaling—refining the offer, building the systems, hitting the numbers—that you totally neglect to refine the message.
And suddenly, what used to work… doesn’t.
As a business coach who works with multi-6 and 7-figure service providers, this is one of the most common breakdowns I help clients fix. Because when your business grows, your message has to grow with it, or it starts quietly costing you.
Why She Came to Me
That’s exactly what happened with one of my private 1:1 clients. She came to me specifically because the way she had been marketing and launching was no longer working. It wasn’t just a conversion dip. It was a deeper misalignment.
She built her business with $2K course launches, big challenges, live events, paid ads, fast action bonuses. That launch model was made to convert the impulse buyer—and it did. But then she elevated her offer. She refined her program promise and repositioned her offer. She was solving a deeper, more nuanced problem and started offering a higher level of support as part of client delivery. She raised her price to $14K.
The only thing that didn’t change? Her messaging.
And that’s when things started to break down:
Leads became slower to buy
Challenge participants were ideal but not qualified, they needed the problem she solved but they couldn’t afford the it at the new price
Conversions started to drop, despite having an increasing of launch event participants
The launches that used to energize her started feeling heavy and out of sync with the people she truly wanted to serve
When we started working together, we also uncovered something else: she had stopped doing a lot of the marketing things that originally built her success. And for valid reasons.
She got busy developing curriculum, hiring team members + program coaches, training them, firing them, and rehiring again. She was building internal systems and delegating more than ever. She leaned on past podcast episodes and livestreams instead of creating new content—because she genuinely felt like she’d already said it all. The energy she once had to connect directly with prospects had shifted. She was exhausted. And the connection her people needed? It was missing.
Here’s the thing: You can remove yourself from your marketing, but someone still has to own the messaging.
You can delegate distribution, but you are still the source material. Your perspective, your voice, your point of view can’t be outsourced to someone you hired for $40/hour.
At some point, you have to come to terms with the fact that you will have to be involved in the messaging even as you scale. The goal isn’t to disappear from it—it’s to protect your cognitive and energetic capacity so you have the ability to show up for it with clarity and conviction.
And here’s what most people don’t realize: the negative effects of pulling back on your visibility don’t show up right away. If you’ve been consistently showing up for months (or years), there’s a lag between when you stop and when you feel the drop. You don’t realize the impact of slowing down your podcast cadence or skipping lives until 4–9 months later—when lead flow starts to slow, conversions dip, and suddenly, it feels like nothing is working. That’s not coincidence. That’s the ripple effect of removing your voice from the room.
How We Fixed It
We focused on how her buyers were actually making decisions. We let go of urgency tactics that pushed and pressured people to act, and instead leaned into identity-based messaging that aligned with how her prospects were already moving. Messaging that made them feel seen, not sold to. Understood, not rushed.
No gimmicks. No fluff. No more flashing deadline timers. Just clean, confident messaging that reflected the real urgency her people already felt.
The Results
Her organic content started converting better than her biggest launches
Higher quality leads showed up already sold to before the sales call
She didn’t need discounts or bonuses to convert
Her Q1 revenue more than doubled compared to the year before (an extra 6-figures in profit in just one quarter) —because her messaging finally matched the moment her most qualified leads were in
Messaging Rooted in Identity, Not Pressure
This is the power of contextual urgency rooted in identity, not pressure. If you’re still relying on urgency tactics to sell high-value offers, ask yourself:
Do my people feel seen? Or just sold to?
Because when your messaging mirrors where your people actually are, the yes doesn’t come from adrenaline. It comes from alignment.
Translation? Less buyer’s remorse, fewer ghosted invoices, and no one asking for a refund five days in.
Ready to Make the Shift?
If you're ready to make that shift, Market Like a CEO, my new messaging course, is where we do the work. This isn’t just another messaging course, it’s a recalibration. A reset. A return to the voice that built your business in the first place, but sharper, clearer, and strategically aligned with the high-caliber clients you serve now.
You’ll learn how to rebuild your messaging so it reflects your evolved offers, attracts more qualified leads, and sells without relying on pressure tactics or performance burnout.
And the best part? You don’t have to wait to see if it’s a fit. You can preview the first lesson for free—no pitch, no gimmicks. Just a chance to try it before you buy it and start thinking differently about how you communicate your value at this level.
Also, I just dropped a new podcast episode where I’m sharing the real ROI of descaling my own business and what it looked like to shift my messaging to match the business model I actually wanted to sustain. If you’re feeling the tension and not sure how to navigate the transition, give it a listen.