Some people love the haterade. Every day, a new product/service is launched, a new ad is made live, or a new campaign switched on. And every day, the cost is one of the most heavily criticized.
For years, I was this person. I would see people charging what, I believed at the time, to be redonkulous amounts of money and seemingly getting loads of folks to cough up the dough.
And I would get angry. Not because it was unfair or unethical, but because of the belief "I can't charge more".
"How do they get away with that?"
"There's no way it's worth that."
"People are seriously paying that!?"
These were a few thoughts popping through my jealous mind. One incident I embarrassingly recall where I publicly lashed out was when a prominent marketer gave Sean Vosler a shoutout for redesigning his blog.
I commented something about it being a free theme, not taking into account all the work and customization behind the scenes to get it exactly how the person wanted it. It was super douchey, and I ended up apologizing immediately afterward.
Years later, Sean and I would work together, and he has been incredibly influential in getting me to where I am today. He believed in me when I had little, if any confidence in myself and my abilities.
As I got wiser and stopped obsessing so much on what other people were doing, I started to see and recognize patterns. These patterns are universal across any and every industry.
To Charge More, You Have To Believe In Yourself More
Business is just another form of a relationship, and what attracts people to you is confidence, among other things. Building this confidence takes a lot of time, a combination of knowledge, experience, and real world implementation.
There Are No Shortcuts, Lifehacks, Or Magic Pills
The journey to building up this confidence is scary, and fraught with fear. You find yourself falling out of your comfort zone, afraid of the hypothetical "What if?". But you have to believe in you before you can expect other people to.
To Charge More, You Have To Be Fully Committed
When I say "committed," you might be thinking committed to your customers and clients. You wouldn't be wrong. However, I'm talking far more than committing to the people you serve. I'm talking committing yourself to being better each and every day.
The best, those near the top, don't reach a certain level and stop. They are students of the game, and invest in themselves as much, if not more, than what they invest in the outside world.
To Charge More, You Have To Communicate Better
Hell. How to charge more aside, communication is singlehandedly one of the biggest failure points affecting every single human being on this planet (and probably otherworldly species, too).
And this communication is far beyond what's verbal and written on a page. It's the nonverbal, the unconscious forces that affect the way we think and feel. If you can become an awesome communicator, you can be successful in anything you approach.
Some recommended reading:
How To Win Friends And Influence People by Dale Carnegie
Instant Persuasion by Laurie Puhn
Just Listen by Mark Goulston
Words That Sell by Richard Bayan
The Ultimate Sales Letter by Dan Kennedy
The Adweek Copywriting Handbook by Joseph Sugarman
Breakthrough Copywriting by David Garfinkel
Influence: The Psychology Of Persuasion by Robert Cialdini
Predictably Irrational by Dan Ariely
Start With Why by Simon Sinek
Wired For Story by Lisa Cron
To Charge More, You Have To Actually Deliver
Now, there is an exception to this rule. You can trick someone into paying for your product or service, and not actually deliver. But then you just won't be in business very long.
For me personally, I know the people that choose to work with me will get many times the value they paid. You can believe in yourself, be fully committed, and spit a good game, but if you can't deliver, you might as well find something else to do.