Two Lies Keeping Your from Your Work in the World


If you want to change the world with your expertise, and make some money along the way, there are two lies that you must stop believing. Today, I’m going to tell you exactly what they are and how to disentangle yourself from them.

Lie #1: You need a certification.

At least three times a week, a client or member of our Luminary Hustle community shares with me their big business dream. When I ask what it will take to make this dream come true, the answer is nearly always: “I have to get certified.”

You may want a certification because you’re driven to be the best at what you do. And I completely respect that! But more often than not, getting your certification before getting started is a convenient excuse. If you’re not willing to hang your shingle without that slip of paper, it’s not going be any easier when you  have it. And guess what? Getting that slip of paper means you’ll likely be several thousands of dollars in debt - and still have no business.

Here’s the truth: people (your future clients) care more about the results you can get them than your credentials.

In ten years of coaching, no one has ever decided to work with me because of my certification.They work with me because we connect, because we believe in the same values, and because friends referred them after accomplishing their goals.

If you want to be a coach, start a consulting practice, launch your side hustle - gather just what you need to be on the legal up-and-up and then start. Find one person who is willing to pay for what you have to offer and start working with them. Tweak your process in the moment. Find out what additional expertise and skills you need to grow your business and get your clients results - then find the program that will close the gap.

Before you start, you won’t know what you need. And if you’re not willing to start now, chances are great that a certification will not change that.

Lie #2: You need to start with your prices low.

When you undervalue yourself, so will others. Have you ever heard about an amazing product (think an old school infomercial here) that can clean your house,fix your car, and watch your kids for the afternoon? And then you found out it only costs you 3 payments of $29.99? How does that make you feel? Like you can’t wait to buy it or pretty skeptical that the product will come through on the promise?

When you offer your clients everything without asking them to make an equally significant investment, you’re more likely creating a lack of trust than a waiting list.

Your pricing should match your promise. If you offer a delicious pizza made with all natural ingredients, calculate the true cost of your product - from tomatoes and flour to your favorite employee and the power bill. Then, build in a profit. And be okay letting the bargain shopper pass you buy to pick up the $5 pizza down the street. They aren’t your ideal customer. If you gave them a pizza for $5 one day would they take it? You bet! Will they come back when it's full price? Maybe, but they probably won’t be happy about paying more for something today that they got for a bargain yesterday.

Charge enough that you can afford to actually keep your promise. The thrill of a low price disappears quickly, but the pain of a broken promise lasts a very long time.
— Seth Godin,

If you need incentives to bring your first few clients on-board, try offering more support instead of lower prices. When they refer you in the future, the first question their friend will ask is: “How much does it cost?” And explaining your increases puts you in a difficult position. Believe me, raising your rates is more difficult than going in at the top of your market.

So how can you separate yourself from these myths? Focus on your service and the impact you’ll make in the lives of your clients by making two lists:

  1. The first list contains all the things that your client will feel, do, and have before they work with you (or purchase your delicious pizza).

  2. The second list contains all the things that your client will feel, do, and have after they work with you.

Once you have the two lists created, ask yourself:

  • What is this transformation I’m offering worth?

  • How much does it cost me to provide it?

  • And how much would I like to earn?

When you’ve made your lists and answered these questions, reach out to me. I’ve carved out some time in the next couple of weeks to help women just like you take the next big step in making their business dreams come true while also earning their worth.

Jeannie SullivanComment