Stop Buying the Pricing Philosophy "Charge What You're Worth"

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Hey you! I'm Candice. I've owned my wedding planning and design business, Jubilee Events, for 12 years. I'm a 2x published author, podcast host, and your proud mentor.

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In our industry, all you ever hear is “charge what you’re worth.”

Honestly, how many times has someone said that to you?

Their intentions were good, and a few years ago that philosophy had a purpose. This catch-phrase got popular at a time when the wedding industry was growing rapidly, with a lot of new businesses entering the market.

The problem at the time? These businesses were selling their products and services for less than my Starbucks coffee.

For real.

And so the industry sent out this catch-phrase in a wave of solidarity, encouraging newcomers to increase their price to a reasonable fee.

And it worked. Kinda.

But things are much different today, and “charging what you’re worth” doesn’t necessarily ring true anymore.

"Pricing for your services and products is calculated from a variety of factors. And worth doesn’t make the list."

Stop charging what you're worth and start creating a pricing strategy that is profitable.

Here’s the tea: the pricing for your services and products is calculated from a variety of factors. And worth doesn’t make the list. Here’s what does:

  • Experience level
  • Geographical area
  • Your ideal customer avatars
  • And most importantly, the kind of profit you want to make in your business

Your worth doesn’t really come into play here and give me a chance to show you why. You could be worth a million bucks, but:

  • if your experience level says otherwise, no one is going to pay that
  • If you don’t live in a geographical area where there are tons of millionaires getting married, then you’re going to end up being a broke millionaire, because no one has the coin to hire you
  • If your ideal customers won’t pay that kind of fee, then you’re not going to have customers
  • And if your business expenses are $999,999.98 a year, well my friend, you just made two cents

Yes, you are worth something AND you are very worthy of making the kind of money YOU want to make. However, the pricing for your product or service doesn’t hinge on your worth. It hinges on what YOUR ideal customer is willing to pay and what YOU want to make as a profit.

A pricing formula in the wedding industry looks different for EVERY business. I don't believe there is a one-size-fits-all formula for every business owner. Setting prices has always been, and will always be, more of art than science.

If you're a wedding pro who is looking to grow your business, I want to invite you to join me inside my mastermind, WeddingPro Insiders. WeddingPro Insiders is a mastermind for wedding pros who want to attract premium clients, scale their services with ease, and build profitable businesses with purpose.  Join now!

Charging What You’re Worth is a Big Lie. Stop Using This Philosophy to Price Your Services, and do THIS Instead

I'm Fired Up

Candice Coppola

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My team and I have worked with hundreds of clients all over the world, from New York City to Fiji, Vermont to Costa Rica, celebrating moments that matter in our clients' lives. I've worked with high-end clients since I started my business, producing events in excess of $1,000,000.



I owned my wedding planning and design business, Jubilee Events, for 12 years before I sold it.

I know what it takes to run a successful wedding industry business.

I also know how hard it is to be profitable in this industry. I've experienced many of the aches, pains and challenges you're facing right now.

I want you to succeed in your business. In fact, I teach wedding industry entrepreneurs because I want others to have the same level of success I've been so fortunate to have.

My passion for this industry is rooted in helping business owners, like you, build a profitable business with purpose.

That is the heart behind every webinar I teach, every instagram post I share, every course I create and every podcast episode I produce.

i'm your mentor. it's great to meet you! here's the details about me...

Hey! I'm Candice