The Happiness of Higher Prices

People love a good deal. Or so they think.

But here’s the twist: when you charge more, you’re not just making more money. You’re making everyone happier.

Take luxury brands. Rolex. Four Seasons. They don’t sell watches or hotel rooms. They sell stories. They sell status. They sell how it feels to own the best.

Nobody buys a Rolex to check the time. A cheap Casio does that. They buy a Rolex to tell the world they’ve arrived. Same with Four Seasons. You’re not paying for a bed. You’re paying for belonging. For feeling special.

The Village Post Office

Big supermarkets are cheaper. We know that. The village post office knows that too. They can’t win on price. So, they do something smarter.

They sell what the supermarket can’t. Milk from a local farm. Homemade jam that tastes like summer. Artisan bread that’s more real than anything in plastic wrap.

And they charge more. Not because they’re greedy, but because it’s worth it. People pay for quality. For the story behind it. For supporting their community.

What Happens When You Charge More

When you charge more, you’re raising the stakes. Clients who pay premium prices are different. They’re invested. They trust you. They’re committed to the journey, not just the transaction.

And you? You step up. You’re not cutting corners to compete on price. You’re delivering something exceptional. Something worth every penny.

How You Can Do It

• Focus on Quality: Be the best at what you do. No compromises.
• Tell a Story: What makes you special? Let people know.
• Build Trust: Always deliver. Every time.
• Price Fairly: Cover your costs. Add a profit. Don’t sell yourself short.

The Takeaway

Charging more isn’t about greed. It’s about value. When you charge more, you’re not just asking for money. You’re offering an experience, a story, a relationship.

And when you do that, everyone wins.

Remember: it’s not just a higher price. It’s a higher standard.

So, what’s stopping you?