Best Year Ever Series #4: The New Success Economy, Premium Positioning & Spiritual Leadership

Alisa Kay: 00:00:00

Welcome to the Best Year Ever series. My name is Alisa Kay and I help spiritual entrepreneurs turn their unique wisdom into thriving, sustainable businesses.

So whether you're just starting out or ready to scale to multiple six figures, this year is all about growing your impact. If you know you're meant for more impact, but you feel like you're playing small, you're definitely in the right place.

Over these next six episodes, I'm pulling back the curtain on what's really working for conscious leaders right now, including some controversial but truthful truths about growing spiritual businesses. Right now, we'll explore how to maintain your magic while expanding your impact.

And more importantly, how to position yourself as the trusted choice in your industry.

No matter where you're starting from, whether you're launching your first premium offer, going through your phoenix moment, or you're ready to scale from infinity and beyond, this next series is really about helping you create more spaciousness in your business. And really, this series gives you that insider insight that you'll need to make it happen for you no matter where you are on your business journey.

So, ready to make this your most abundant and aligned year ever? Let's dive in. Let's talk about money, honey.

So in today's episode, what we're going to talk about is really premium pricing and specifically how pricing has changed, shifted, evolved over the last year or so. What I think the trends are going to be and how you should consider aligning your pricing strategy for this new year. So let's dig right into it.

I really think that the industry is shifting to more of a specialist, like hyper specialists, hyper niche type of focus.

So that if you are a sample service provider, if you are working with a premium type of client, whether you're a coach or a consultant too, you being hyper specific and niching even further in than you have even considered before is only going to be a huge, huge asset for you now more than ever. It's not enough to just be a general helper of all of the things, right?

And I think that it's really, really important for you to consider and think about what is it that you have to bring to the table and what is it that you're most excited about in terms of that entry point customer for your business.

Because again, with the, you know, with the expansion of all of our industries, with the level of competition that has happened over Covid, with the shifts in technology, with the shifts in accessibility for people to start businesses, it's never, ever been so cheap and so easy to start a business on the Internet. You Being really aware and hyper niched in for your specialty. It doesn't necessarily have to be a specific customer.

I'm not talking like, you know, make the perfect Pinterest. Jessica, who has this type of Stanley cup and this type of brand.

What I'm talking about is you really knowing what area and expertise you dominate and you being really clear as to why and how you do it better than anyone out there, what unique value you have to bring and again specifically like what stories are you going to be able to link to.

All of those things like you being able to articulate your expertise, your authority through stories is going to ultimately set you apart and help you be visible. Ultimately people remember stories over facts.

In fact, I think it's something like something crazy is the statistic over how, how much more people remember stories over facts.

And you utilizing your story and you utilizing your unique expertise is going to be ultimately the thing that helps you command higher prices and ultimately be able to really, really be able to attract the right people.

And you know, as we're talking about specifically like economics and pricing specifically, I really do think that there's a trend happening right now where on the one hand you have a lot more accessibility in coaching.

I think a lot of more people are lowering their pricing from the perspective of they understand that information is now freely available, you know, out there, that they're not teaching anything that's super unique. So price, you know, hiking isn't as I would say ridiculous as it was way back when.

You know, I don't think that you're going to be able to, to see, you know, the standard pricing model that have, has worked for the last 10 years or so really be applicable. Like buying behavior has changed. I think that there is going to be a more of a gap between that entry point level and the higher ticket level.

I think people are going to be charging a lot more for that specific one to one help.

And I think that if you're like generally helping people with some form of transformation and it's that general, then you really need to pay attention and really focus on what is that message. Because the messaging of whatever it is that you're doing is going to become the most important thing for you in this new and unique market.

Messaging really is the key to your success.

And now more than ever, it is more true than ever before that messaging really is the key to that success, to that connection to that community that you ultimately most likely want to build online. So understand that premium pricing and pricing in general is really very much messaging Driven.

And it's not so much that you have to have a great message, it's also you being able to package that message and, you know, present that message in a way that is not only irresistible, magnetic, but in a way that is also almost like obsessive. Right? You want your audience to be obsessively loving everything that you're doing.

You want your audience to be, you know, seeing the value and understanding why and how you're charging what you're charging without ever questioning it. And I think that this culture of, you know, be in my energy is thankfully, I think, going away slower than I would anticipate.

But I do think this, like, idea of be in my energy and just, you know, I am the spiritual person who is going to teach you how to manifest money, like, close your eyes and, and wish it into existence. I think people are way more likely to be turned off by that messaging and are way more likely to really question that.

So if that is your message, as in, like, you know, you really fully believe that close your money, close your money, close your eyes, and, you know, the money will flow, then I think it's about creating mini experiences that showcase that sort of like, quote unquote, unbelievable transformation and helping your people taste that and be able to give them that win. So that the, the more vague messaging or the more I would say, like, magically satiric messaging actually works.

I think it's just more around aligning your product suite to make the transformation more, you know, more amenable. I also think it's about articulating value in a different way.

So it's about understanding that your customers needs have shifted and what they're looking for in whatever it is that you're selling has shifted to. And it's important for you to be able to articulate from the perspective of, like, what is it that you bring to the table.

Most people these days are looking for more community. They're looking for more connection. They're looking for more human to human interaction.

I think, again, now more than ever, people are tired of being in their offices. They're tired of being isolated. They're tired of feeling like they don't have that community of, like, they're alone or they're on this journey.

I know for a fact that, you know, as I grow, it's really, really difficult to find friends who grow as fast as me. That's why I love being in, you know, masterminds. That's why I love creating magical containers. That's why I like doing intimate events.

Because it feels like, oh, I finally, I'm with people who get it. So think about your audience. What are they looking for right now? Are they looking for that, for that community element?

Are they looking for to see you, to hear you, to, to hear what it's like being in your community too? Because that is going to ultimately also change whether they say yes or no to your program.

You know, I think the other thing that is more important than ever is value alignment. And we've already touched upon value alignment slightly.

But I think that the, the, the, the thought process for you is to be really clear that these are my personal values, these are my businesses values, and that you're attracting people who ultimately are attracted to the same things.

I think that you're going to be able to see a lot more people make buying decisions based on politics, based on, based on their personal beliefs around things like sex and gender, based on your beliefs and your values and what you stand for and what you stand against. And I think that again, this is not a new concept. It's been around for, for hundreds of years.

But you being able to articulate what you stand for and against and you being able to, to be upfront and honest with your customers about what you believe in and what you don't believe in is almost now a requirement on almost now a given in today's market. And I think that when I again started in this industry 7ish years ago, this was not the case.

You know, like, we didn't talk about politics, we didn't talk about beliefs. We sort of, it wasn't a given and it wasn't a requirement and people didn't really care that much.

They just wanted you to teach them how to, you know, make more money, how to make a funnel, how to create systems, create, you know, all the things they do now as, as in, like I teach people how to do all of those things. But now it comes with an extra layer of, you know, hey, Elisa, like, what do you believe in? Is your space safe? Is your space inclusive?

Who do you serve? Who do you want in this, in this container?

And I think as business owners, it's up to us to think about, you know, who are we excluding and why, and think about what does our marketing look like? Is it inclusive? Is it not inclusive? Do you care? Do you not care? And you know, some people are not going to like me saying this and that's a.

Okay, but I think it's absolutely okay for you to make the decision that you don't care about certain elements that are popular and are mainstream right now.

I just think that it's really important for you as the business owner who is in that space to understand that you're most likely going to be alienating a really, really large portion of your audience who does care and who is going to make a buying decision based on the fact that your values are not clear.

And I think that as a small business owner, it's really, really important for you to consider the impact on your business and the impact again, on the industry at large. Being Ukrainian, being, you know, someone whose home country was invaded. It means that I, I have to be aware of other people's political views.

And I will ask like, you know, do you have a, you know, do you have an opinion on this? Because I do not want to be in a space that I would consider uns, um, and that's just my personal opinion.

And I think that the tide has really turned and I think that it's, and it is an important element of again, premium pricing.

And if you are a, you know, a service provider, a coach, a consultant who is doing a high value service, don't be surprised if more of those questions come your way because I do think it's a really big shift. And also I think that, you know, be okay with turning people off.

I think the, the more you charge, the more you should aim to turn as many people off. Absolutely possible and aim for, for the right, the right people to come and join your, your programs, your services, your events.

I am very, very intentional with the language that I, that I use and I, you know, sometimes don't get it right. No one is perfect and I'm not never.

And I'm actually never aiming to get it 100% right because I think that there is always room for growth and learning. And I'm also very aware that the language that I use and the containers that I create are most likely going to turn some people off. Right.

I know that I can sell more of my high ticket mentorship if I talked about money and marketing more and systems, but I know that the, the right people who believe in energy and alignment and believe in the fact that they have these spiritual gifts and they want to use them and they want to make sure that their business feels good, not just that it makes money and is profitable, like both things are important.

And I think that leading with that for me over the last two years has been a real eye opening experience that, you know, I have definitely not had as many quote unquote, successful big money launches. And also I Love my clients so much.

I can, you know, hand on heart, say that all of my programs and all of my clients are most badass, incredible human beings.

And I think that that specifically is a byproduct of me a being unapologetic about what I charge and really being like, you know what, like this is what this actually is worth. And this is why, right, for my fema, for me, myself and I, not for my clients.

I don't necessarily recommend anyone justifies their pricing, but I think when you sit down and look at your offers and your office suite, it's important for you to know what value you bring to the table. And it's important for you to understand who are the people that are going to align with your value.

And at the intersection of both of those things is where the magic happens, is where the real impact happens. Like having spiritual alignment conversations has only made my clients more money, has only made them more successful.

And aligning your business with your energy is always and forever going to make you more successful. Because when you push right up a hill, you're. You're never, ever going to have as good a results.

And yeah, sure, you'll still get to the top of the mountain, but it's gonna be 20 times as hard to go back down.

And the likelihood of you climbing another summer is going to be a lot, lot lower with a lot more break in between than if you flew up the mountain, right. And with the ease of grace and your energy being in full alignment.

So crawling up the mountain or flying up the mountain is really are the two options. And I think that in my previous iterations of my programs and businesses, me not really thinking about what values people had.

It was me attracting the people that want to crawl up the mountain, right? And aligning based on the values and based on what I have to bring to the table is really the flying. And I want you to have your wings too.

So think about, based on what you want to charge, based on where you want to be in your industry, how can you start to integrate more of your values and showcase more of your values in a way that you know, feels good?

Value based marketing essentially means that you are showcasing for people exactly who you are, exactly what you believe in, and you're attracting the same type of people with the same type of beliefs, right?

It's not a, it's not a weird conversation with my clients where we talk about mindset, when we talk about spirituality, when we talk about energy integration, because those are the things that I talk about, right in my marketing. So if anyone's ever like, oh, this is too woo for me.

I'm like, okay, well, clearly you didn't read any of the things that I have, you know, that I have read. And actually, it's never, ever happened because I'm very, very clear as to what I believe in. And I believe, you know, that you should be too.

Be clear about your beliefs and the right people are going to come and find you.