219: Why Raising Your Price Helps You Sell More

Marketing Your Business - Marketing Strategies for Business Owners

Stu McLaren

Business, Marketing

4.9 • 679 Ratings

🗓️ 6 February 2026

⏱️ 12 minutes

🔗️ Recording | iTunes | RSS

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Summary

Most people think raising your price means fewer sales. But what if the opposite is true?

We had a $300 program that was doing okay. Beginners kept telling us it was too expensive. So instead of lowering our price, we raised it to $3,000—and more than doubled our best sales day ever. Fewer people on the webinar. Higher price point. Better results.

In this episode, I'm breaking down why this works and the three lessons you can apply to your business right now.

In this episode, you'll learn:

• Why targeting the right people is 25x more effective than broad marketing

• How higher prices signal higher value (and why that helps you sell more)

• Why excluding people makes the right people pay more attention

• The premium pricing effect backed by research

• Why your offer doesn't need more people—it needs more of the right people

CONNECT WITH STU:

• Website: https://stu.me

• Book "Predictable Profits": https://a.co/d/4GIi1uz

• Instagram: https://instagram.com/stumclaren

• Podcast: https://podcast.stu.me

• Membership.io: https://membership.io

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Transcript

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0:00.0	You want to double your sales? And here's a crazy idea. Try doubling your price.
0:04.8	Now, I know that sounds backwards, but stick with me because what I'm about to share
0:08.3	could completely change how you think about pricing and marketing.
0:12.6	Welcome to marketing your business. I'm Stu McLaren, co-founder of membership.io,
0:16.9	and author of Predictable Profits. Now here's the truth. You are one great marketing idea away from
0:23.1	transforming your business. One strategy can be the difference between struggling and thriving,
0:28.7	between a business that drains you and one that fuels your life. Every episode, you're going to get
0:33.9	specific tactics you need to build your audience, attract more customers,
0:37.7	and scale your business, all without the burnout. These are real strategies, real numbers, real
0:43.7	behind the scenes. Buckle your seatbelts, my friend. Let's go. Hey, my friend, welcome back to another
0:50.3	episode of the Marketing Your Business podcast. It's me, Stu, here for you, and let's go into
0:55.9	today's episode. So I want to talk about a recent experiment that we did that went phenomenally well.
1:02.6	We had a webinar that was doing okay and we were selling a $300 program and the focus of that
1:09.3	program was to help people make their first sale or welcome
1:12.5	their first paying member in their membership. That's what we help people do. We help people
1:16.4	take their expertise and turn it into recurring revenue with a membership. However, we kept hearing
1:22.3	from beginners that even a $300 price point felt like too much. Now the value was there. Like when you can welcome
1:29.4	your first paying members in a membership, that is going to pay you every single month. And we showed
1:34.5	that. The value was there. But yet, $300 still felt like too much for this audience. So we made a
1:41.7	choice. Instead of lowering our price, we actually raised it.
1:46.7	We went from $300 to $3,000 and more than doubled our sales. Let me just repeat that because
1:54.4	it's kind of crazy. We went from $300 to $3,000 and more than doubled our sales. And instead of marketing to everyone who
	...

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