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You’re Not Here to Be Affordable—You’re Here to Be Valuable

Psst! Want to hear a money secret? In this episode of Money Secrets, Fi breaks down one of the biggest mindset shifts small business owners need to make: stop trying to be "affordable" and start focusing on being valuable.

If you’ve ever worried about pricing yourself too high, felt pressure to compete with big businesses, or found yourself giving discounts just to make a sale—this episode is for you. Fi dives into why affordability is not your job as a small business owner (and why chasing it could actually be hurting your business). Instead, she shows you how to reframe your pricing strategy around the  value you bring to your clients—because people don’t just pay for a product or service, they pay for convenience, expertise, transformation, and trust.

🎧 Hit play now and start charging based on value, not affordability.

What you’ll learn in this episode: 

• Low pricing is a volume game. Big companies can afford to charge less because they operate at scale, cutting costs through bulk orders and automation. Small businesses don’t have that luxury—but they don’t need it, either. Your strength is in offering a higher level of service, personalisation, and expertise that big brands simply can’t match.
• Your job is to be valuable. Instead of focusing on being the cheapest option, focus on delivering an exceptional product or service that makes life easier, better, or more exciting for your customers.
• Being helpful ≠ being valuable. Many business owners start out volunteering, discounting, or working for free to “be helpful”—but real value comes when people are excited to pay for what you offer.
• People pay for transformation. Customers aren’t just buying a service or a product—they’re investing in a solution, convenience, speed, exclusivity, or expertise. The more you align your offer with their real needs, the more valuable you become.
• Make it easy for clients to say YES. Whether it’s customising your offer, simplifying your checkout process, or offering different service levels, reducing friction makes it easier for the right people to buy from you.
   

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We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business.

In this podcast, Money Secrets, host Fiona (Fi) Johnston—Chartered Accountant, small business advocate, and impact enthusiast—dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open.

Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make—and manage—more money.

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Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.business

If you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here.

Want to find out more about Good Money Club? It's for female and non-binary business owners ready to make more money and impact. Join us?

Check out my FREE Pricing Training you need to set your prices for profitability.

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This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land. 

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