The Real Cost of Undervaluing Yourself

It’s Not Just About the Money…

We’ve all done it.

The “sure, I can discount that for you” email.
The “happy to squeeze you in!” reply (even though your calendar is already bursting at the seams)
The quiet voice in your head whispering, “I can’t possibly charge that much…” hellllllo imposter syndrome, you ol' friend

But here’s the truth I wish someone had drilled into me earlier in my business journey:

Undervaluing yourself doesn’t just cost you money. It costs you your energy, your confidence, your time, and… if you’re not careful, your love for the work you once adored.

How do I Know This?

Because I’ve been there.

Back in the early days of being a business owner (and let’s be real… in a few chapters since), I let people talk me down. I gave discounts when no one asked. I justified low prices because I wanted to “get my foot in the door.” I convinced myself that being “affordable” would somehow make me more appealing.

Spoiler alert: it didn’t.

It just made me resentful, underpaid, and burnt out.

The Price You Pay When You Charge Less Than You’re Worth

Here’s what no one tells you about undervaluing your services:

→ You attract the wrong clients.

The ones who haggle. The ones who ghost. The ones who don’t respect your process or your boundaries. Trust me when I say this, these are not the clients you want.

→ You set the tone for how you’re treated.

If you don’t value your time and expertise, why would your clients?

→ You cap your own growth.

When you’re undercharging, you’re overworking. Which means there is zero room left for creativity, innovation, or scaling.

→ You lose confidence in what you do.

The longer you work below your worth, the harder it becomes to stand in your value and say, “This is what my work is worth.”

→ You burn out.

Emotionally. Physically. Mentally. And when that passion fizzles out, so does the energy that attracted your dream clients in the first place.

Why This Happens…

It’s not your fault.

Most of us aren’t taught how to price ourselves.
We’re taught to be grateful. To keep the peace. To make ourselves “affordable.”
Especially as women in business, we’re told not to rock the boat. To stay small. To be “likeable”

But being likeable won’t pay your tax bill.
Being the “cheapest option” won’t keep your business running sustainably.

So… How Do You Start Valuing Yourself (and Pricing Accordingly)?

Here’s where I invite you to stop looking sideways at what everyone else is charging and start asking better questions:

→ What level of skill, experience, and strategy are you actually bringing to the table?
→ What results are your clients getting because of YOU?
→ What would it cost your clients if they didn’t have your help?
→ What do you need to charge to run your business profitably and sustainably?

(Psst: This isn’t about pulling a random number out of thin air. It’s about understanding your baseline, factoring in your time, expertise, business costs, and the transformation you provide.)

The Clients Who Pay You Well?

They respect your process.
They honour your boundaries.
They trust your expertise.
They pay on time. (Without the need for awkward email chases)

And the real magic?
When you value yourself, you create space… for the clients who do too.

The Bottom Line?

You don’t build a profitable, sustainable business by being the cheapest option. You build it by knowing your worth, owning it, and standing by it.

The work you do is valuable.
The results you help your clients achieve are valuable.
YOU are valuable.

Stop discounting yourself out of guilt or fear.

Start charging like someone who knows the difference they make.

Ready to Price Yourself Properly (and Confidently)?

I offer complimentary pricing audits to help service providers like you stop guessing and start charging what your work is truly worth.

If you’re ready to feel confident in your pricing and attract the clients who respect it, there are two ways I can support you right now:

My signature framework for service based business owners who are ready to build a profitable, sustainable business model that works for them, not the other way around.

Let’s take a look at your current pricing structure and ensure you’re charging in a way that reflects your expertise and supports your goals. Because undervaluing yourself is costing you more than you think and I refuse to let you stay stuck there.

With love and profit,

Anya Canise