03/29/25 - Wakie Wakie 4:44

Welcome to Your 444 Newsletter!

Where clarity, confidence, and pricing power collide.

Let me tell you a quick story.

Henry Ford had a huge problem.
One of his factory’s generators broke. Every hour it was down, he was losing a fortune.

So he brought in an engineering genius named Charles Steinmetz.
Steinmetz walked around, listened, made a small chalk mark on the machine, and told the team to replace one bolt.
Boom. Problem solved.

Ford gets the invoice. Ten thousand dollars.
He pushes back. “You were only here a few minutes.”

Steinmetz replies with an itemized version.
Chalk mark: $1
Knowing where to put it: $9,999

Ford paid it in full.

Because that’s what expertise is worth.

And that’s the part most entrepreneurs forget.

They keep pricing their offers like they’re being paid for effort.
When what they’re really selling is precision. Experience. Certainty.

If that’s you, here’s what to consider:

4 Thoughts to Reflect On

1. High-level clients don’t want the cheapest. They want the best. They want to know the job will be done right the first time.

2. Undercharging doesn’t build goodwill. It creates resentment, burnout, and low-quality clients.

3. Fear of raising your prices isn’t about logic. It’s about identity. It’s about whether you believe you’re worth it.

4. When you charge based on value, you unlock the power to deliver your best work, attract better clients, and grow without burning out.

4 Lessons I’ve Learned

1. People will pay more to avoid risk. The more certain they feel, the more they’ll invest.

2. Price is a filter. It signals who you are and what kind of client you want to work with.

3. Every time I’ve raised my rates, I’ve improved my business. The wrong people left. The right ones showed up.

4. You’re not just getting paid for what you do. You’re getting paid for everything it took to know how to do it.

4 Challenges to Tackle This Week

1. Look at your last five deals. Were your prices a reflection of value—or fear?

2. Identify one offer you can increase by 25 percent. Then test it.

3. Write out five reasons why your work is worth more. Use specifics.

4. Craft your “chalk mark” moment. What do you do better than anyone else, even if it only takes minutes?

If you’re ready to stop undercharging and start pricing like a professional…

Reply with “I’M READY” and I’ll show you where the cracks are hiding.

This might be the moment where everything shifts.

Talk soon,
Mark Evans DM

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