The workshop is live now

Live workshop · Monday, October 12 · 10:00 am Central · Zoom

Charge 2 to 10 times more for the work you already do

A 3-hour live workshop for coaches, designers, photographers, therapists and other experts whose work is hard to put a number on. You’ll learn who can pay a much higher price, when to reach them, and how to say the number without flinching.

Save my seat for $299

Replay included if you can’t make it live.

Pl. I

The same work at 1×, 2×, 5× and 10×

A higher price can beat more clients

Double your prices today and even if you get the exact same amount of leads next month, given you close them at the same rate, you’ll have doubled your income without doing anything operationally different.

I don’t know a single soul who wouldn’t love charging as much as they possibly can without adding more deliverables to the scope. Ironically, most coaches, designers, photographers and therapists I know would rather burn themselves out chasing twice as many clients before raising their prices. It’s harder for them because what they do is hard to put a number on. Sometimes the value isn’t obvious even after the work is done.

Each circle is one project, drawn to the size of its price

If you’re good at your work, why is your price still low?

I believe it boils down to 6 reasons:

We are taught from a young age that money is the direct reward for labor and time. If you earn twice as much, you must have suffered twice as much to get it. When you divorce your income from your sweat and tie it exclusively to your expertise, it almost feels like stealing. You feel guilty getting paid a premium for something that doesn’t physically or mentally exhaust you.

When imposter syndrome kicks in, professionals use “stuff” as a shield. They think, “If I’m going to charge $50,000, I need to include weekly hour-long calls, a 50-page audit, and unlimited revisions to justify it.” They bloat the offer to make themselves feel better about the price tag. And it backfires: once a client sees the price broken into line items, they start questioning and cutting each one.

You look at a massive price tag and think, “I would never pay that for this service,” so you assume the market won’t either. You project your own financial anxieties, budget constraints, and risk tolerance onto your prospects, forgetting that your ideal client sometimes operates in a completely different financial reality than you do. A number that feels huge to you can be small to them.

When your prices are low, a “yes” is easy to get. You receive the immediate dopamine hit of closing a deal and the comfort of feeling validated. But when you 5x or 10x your rates, you have to look a prospect in the eye and confidently state a number that might make them flinch. You are terrified they will laugh, tell you you’re out of your mind, or simply walk away. You would rather accept a guaranteed, exhausting, low-paying project, or cave the second someone says “that’s our max budget,” than risk a bruised ego and a lost sale.

People often argue, “If I raise my prices, I’ll just get way more NOs.” That might be true, but that objection completely ignores the basic economics of scale. If you currently charge $2,500 per project and close 4 out of 10 prospects, you make $10,000 across 4 active projects. If you 4x your price to $10,000, and your close rate drops so severely that 8 out of 10 prospects say NO (you only close 2 clients) look at the result: you made $20,000 instead of $10,000 (2x your revenue), you did half the operational work, you cut your client management overhead in half. Fewer YESes at a higher price tag will always beat a high close rate on low-margin labor. And if nearly every quote you send gets a quick yes, your price is too low.

Believing that to charge more, you must possess more: more fame, a massive audience, or a completely new tier of skills. That is simply not true.

Who it’s for

If you’re good at what you do, certainly good, you can charge way more than what you’re currently charging. The fear of charging high prices should be real for people who can’t deliver results, but if you can, you are leaving an absurd amount of money on the table.

This also assumes people already want to work with you. If you’re struggling to get conversations at all, a higher price won’t fix that.

The method

The common advice is to “sell outcomes, not hours.” That’s true, but it only changes how you describe the work. If you’re still pitching people who can’t afford you, at a moment when they don’t need you, better wording won’t move your price much.

If this is your case, if you’re truly an expert who knows what you’re doing, the formula for raising your prices is this:

Premium pricing = (Arbitrage + High Capacity) ×
(Timing + Depth of Pain) × Trust

When you hit the right person (arbitrage + high capacity) at the exact moment a massive problem blows up in their face (timing + depth of pain) and they already see you as a peer (trust), price becomes completely irrelevant. They do not care how many hours it takes you to fix it. They only care that you make the bleeding stop.

Arbitrage + High Capacity

Change the buyer, not the service

The same service sold to two different buyers, $10,000 and $80,000

Value is completely contextual.

You can deliver the exact same three-month project to two different clients, and they will experience it completely differently depending on their financial capacity, pain, and yes, even their taste.

To a local marketing agency, your strategy might realistically be worth $10,000. To a venture-backed tech startup, that exact same strategy (taking the exact same amount of your time) might be worth $80,000. The work did not change. The client did.

Timing + Depth of Pain

Anticipation meets the 80/20 bottleneck

People do not marry the absolute best person in the world. They marry the best person who happened to be around when they were ready to get married.

Client acquisition works exactly the same way. You don’t need to be the greatest expert alive. You just need to be present when the client realizes they need help. Nobody wakes up randomly wanting a coach or a designer.

Pair that urgent timing with a deep, expensive problem. Find the 20% bottleneck causing 80% of their revenue loss or stalled growth, and anchor your price to a real alternative cost, like the salary of a full-time executive.

Reach out exactly as the problem hits, and you bypass the competition entirely. You win the deal because you arrived precisely when the pain started.

Trust

Relationships are the name of the game

One person connected to a growing network of relationships

Nobody cuts a $50,000 check without trusting you.

And trust is always a byproduct of relationships.

My philosophy is that everything you do marketing- and sales-wise should orbit around intentional, one-to-one relationships. This should change how you approach every single thing in your business because your incentives shift. You never chase sales directly.

Every sale comes as a byproduct of that philosophy.

If you made a connection, you succeeded, even if that connection never turns into a sale. The ultimate goal of your outreach is to build a connection with someone. The ultimate goal of your content is to build a connection with a specific person. The ultimate goal of your paid media is to build a connection with someone. Everything orbits around connections and relationships.

At the beginning, this doesn’t scale, it’s very slow, and it feels like you’re swimming against the tide. Over time though, each one-to-one connection that you build equals a node and a bridge to a much larger pool of opportunities.

Your network is much stronger because your “root ties” are solid and based on actual relationships that are defensible outside any existing system.

Individual social platforms can come and go, but your relationships, if cultivated, can last and outlast your lifetime. You can lose your job or your company can go bankrupt, but an existing network is a platform that allows you to never start from scratch.

In three hours, you’ll learn

How to 2–10x the prices of your work OR launch a brand new high-price, high-value offer ($10k minimum). I used this exact method to go from charging $3k/month to $100k/year per client.

How to find people or companies capable of paying that price without blinking an eye.

How to build organic relationships with decision-makers at those companies without posting content or doing anything weird.

How to naturally transition into a sales conversation that closes effortlessly without pitching.

How to find the 20% bottleneck causing 80% of the pain and anchor your price to a real alternative cost.

How to reach out exactly as the problem hits, so you bypass the competition entirely.

Hi, I’m Josué Valles.

I grew my LinkedIn from zero to 100,000 followers in 12 months, and today about 133,000 people follow me there and 22,000 read my newsletter. For years I undersold myself. This workshop is the method I used to go from $3k/month to $100k/year per client.

$3k → $100k

Per month to per year, per client

133,000

LinkedIn followers

22,000

Newsletter readers

Monday, October 12

Date

Monday, October 12, 2026

Time

10:00 am to 1:00 pm Central

11:00 ET · 8:00 PT · 16:00 London

Where

Live on Zoom

Replay

Replay included

Price

$299

Save my seat for $299

Questions

What if I can’t make it live?

Do I need an audience or to post content?

I’m just starting out. Is this for me?

The size of your income is not a reflection of how hard you work or how many deliverables you pile onto a scope. It is a reflection of your positioning.

You stop competing as a vendor and start operating as an indispensable partner.

Save my seat for $299