THE EMAIL GROWTH SHOW EPISODE 213
Let’s be real:
“Charge what you’re worth” might be the most overused (and toxic) piece of advice in online business.
It sounds empowering.
It looks great on a motivational graphic.
But in 2025? It’s useless.
Because here’s the truth:
Buyers don’t care what you’re “worth” if they don’t trust you’ll deliver.
They’re not impulse-buying $2,000 programs off a pretty Instagram story anymore. They’re not swayed by fake urgency countdowns or recycled launch tactics. We’re in a trust recession and your audience is watching longer, researching harder, and making decisions differently.
So what does get people to buy in 2025?
Clarity. Connection. Confidence.
If you’ve been raising your prices but still hearing crickets, this one’s going to hit home.
Listen to this episode here:
TL:DR
What you’ll learn in this episode:
– Why “charge what you’re worth” falls flat in today’s market
– The 3 things buyers actually want before they say yes
– And how to shift your offers and visibility so you can sell with ease, without lowering your prices or hustling harder
Ready to sell smarter in 2025?
Here’s how I can help:
→ Book a Business Breakthrough – I’ll personally review your visibility, offers, and email list strategy, then send you a private video with the exact clarity shifts I’d make if I were in your shoes. No “post more” advice. Just a personalised 3-step action plan to help you start converting with confidence.
The market shift (& your 2025 reality check)
Here’s what’s different now compared to even two or three years ago.
The market has grown up. Buyers have seen everything.
– The fake ‘only 3 spots left’ countdowns.
– The recycled plug-and-play launch templates.
– The ‘I made $100K overnight’ IG stories.
They’re not impressed anymore.
We’re smack-bang in what I’ve been calling a trust recession.
People are slower to buy.
They’re not impulse-clicking a $2,000 program off the back of a pretty Instagram reel anymore.
If you missed it, I actually did a whole episode about this – it’s Ep 187, The #1 Strategy That’s Still Working in 2025: Trust. Go & dig into that if you want a deeper dive into building trust.
But here’s the quick version: trust is everything.
And if your audience doesn’t trust you’ll deliver? The sale won’t happen. Period.
Now, they’re watching longer.
They’re fact-checking.
They’re stalking your emails and your website to see if your story matches up.
And the noise? Next level.
The industry is crowded. Which means if your offer isn’t crystal clear, right up front, it’s invisible.
So if you’re out here chanting affirmations, hiking your prices, posting daily, but you haven’t done the foundational clarity work? You’re not going to hear crickets because you’re ‘not worthy.’ You’re going to hear crickets because the market has changed and you haven’t.”
Why “Charge What You’re Worth” falls flat
Let’s dismantle this nonsense.
‘Charge what you’re worth’ sounds good on Instagram.
It gives you a five-second dopamine hit. But in real life? It falls apart.
1. First, it centers you, not your client. Your client isn’t lying awake thinking, ‘Hmm, I wonder what Kylie is worth as a human today?’ They’re thinking: ‘Can she solve my problem? Can I trust her to deliver?’
2. Second, it skips the strategy. Confidence is great, but confidence without clarity is like screaming into a void. If you can’t explain who your offer is for, what it solves, and why it matters, jacking up the price won’t fix that.
3. Third, it assumes money follows mindset alone. And this one stings, but it’s true: I’ve seen women raise their prices because their coach told them to… but they didn’t change their positioning, their messaging, or their proof.
And then they were crushed when no one bought.
It wasn’t that they were ‘too expensive.’
It was that buyers didn’t understand the damn offer. They couldn’t see the value. They didn’t trust it yet. That’s the real issue.
Not your worth.
Not your confidence.
Not that you need another pep talk.
Clarity, connection, confidence. That’s the currency now.
How buyers are actually deciding in 2025
So if they’re not buying your worth, what are they buying?
Here’s what I’ve seen again and again in my audits, in my mastermind, and in my own launches:
1. CLARITY
– Do I understand in one line what this is and who it’s for?
– Is the transformation obvious to me – not you, but me, the buyer?
– Or am I working way too hard to figure it out?
If I have to scroll your sales page and still can’t tell what the hell you’re offering… I’m out.
Buyers don’t want homework.
They want clarity. Instantly.
2. CONNECTION
– Do I feel like I actually know you?
– Have you shown up consistently enough that I trust your voice?
– Or do you only pop up when you’re in launch mode, waving around a cart-close date?
Connection is everything right now.
In a trust recession, people are buying from the business owners who feel closest to them, not the ones shouting the loudest.
3. CONFIDENCE IN YOU
– Do I feel confident in you as the obvious choice?
– Have you shown your credibility, your authority, your proof?
– Do I feel safe investing in you?
And let me be crystal clear: this is not about whether you feel confident.
This is about whether your audience feels confident in you.
That’s it. That’s the formula.
Clarity. Connection. Confidence.
When those three are in place? Selling feels like breathing.
When they’re not? You can scream ‘charge what you’re worth’ all day long… and nothing changes.
Here’s an example for you…
Let me bring this home with a client story.
I had an Business Breakthrough audit client come in with this gorgeous offer. She’d priced it higher than she ever had before. She was doing all the things: showing up on social, sending emails, getting visible.
But… crickets.
She thought the problem was her price. She thought maybe she wasn’t ‘brave enough.’ She’d been told to just ‘own her worth.’
But when I looked at it? The price wasn’t the problem. Her offer made sense to her, but not to her audience. We reworked the messaging so her ideal client could see themselves in it.
Suddenly the penny dropped for her people. And guess what? Sales started to flow. No price cut. No 24/7 Instagram hustle. No extra freebie. Just clarity.
That’s how it works in 2025. It’s not about raising your price, it’s about making your value undeniable.
Your next step
Stop obsessing over charging ‘what you’re worth.’
You are priceless.
Your worth as a human has nothing to do with your offer price.
What matters is whether your audience sees your clarity, feels your connection, and has confidence in you as the obvious choice.
That’s how buyers are really making decisions in 2025.
That’s how you stop chasing sales and start building an empire.
Here’s what I want you to do today: Take five minutes and look at your main offer through the eyes of a stranger.
Could they answer these three questions in under 30 seconds?
- Do I know what this is?
- Do I know who it’s for?
- Do I understand why it matters?
If the answer isn’t a crystal-clear YES to all three? That’s your homework. Tighten it up.
Want my eyes on your offer asap?
That’s literally what I do in my Business Breakthrough Audits.
For just $66, I’ll record you a private video walking through your visibility, your email list, and your offers. I’ll show you exactly what I see, what I’d shift, and the three things I’d focus on right now if I were you.
No surface level BS.
No ‘just post more’ advice.
Just a clear path forward.
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Full Transcript:
Kylie Kelly [00:00:00]:
It assumes money follows mindset alone. And this one stings. But it is true. Like I’ve seen women raise their prices because their coach told them to, but they didn’t change their positioning, their messaging, or their proof. And then they were crushed when no one bought. It wasn’t that they were too expensive. It was that buyers didn’t understand the damn offer. They couldn’t see the value.
Kylie Kelly [00:00:18]:
They didn’t trust it. Yet. That’s the real issue. It’s not your worth. It’s not your confidence. It’s not another pep talk. Clarity, connection, confidence. That’s the currency.
Kylie Kelly [00:00:28]:
Now. Are you a female business owner frustrated with battling the algorithm and looking for growth strategies that don’t involve awkwardly pointing or dancing online or throwing cash at paid ads? Welcome to the Email Growth Show. I’m your host, Kylie Kelly, visibility and email marketing strategist. I grew my email list from zero to almost 10,000 subscribers in less than two years. And the same is possible for you, too. Are you ready to build your email list and start making more money in your online business? Let’s head into today’s episode. Okay, let’s talk about one of the most overused and honestly most toxic pieces of advice floating around online business land today. Just charge what you’re worth.
Kylie Kelly [00:01:15]:
It sounds empowering, right? Cute little Pinterest quote, Perhaps. But here’s the truth. In 2025, buyers don’t care what you’re worth if they don’t trust that you will deliver. Let me say that again. Buyers don’t care what you’re worth if they don’t trust you’ll deliver. It doesn’t matter how many mirror pep talks you give yourself, how many zeros you slap on your sales page, or how confident you feel hitting publish if your audience doesn’t trust you, trust that you’ll solve their problem. Trust that you’ll actually deliver the damn result. Trust that you’re the obvious choice they will not buy.
Kylie Kelly [00:01:48]:
Because in 2025, people aren’t buying your worth. They’re buying clarity. They’re buying connection. They’re buying confidence in you. And if those three things aren’t baked into your offers and your visibility, you can charge what you’re worth until you’re blue in the face. Your stuff still won’t sell. So today, I’m breaking down exactly how buyers are making decisions in 2025 and what you need to focus on if you actually want consistent sales with without the hustle, Hampter will. Let’s dive into this together.
Kylie Kelly [00:02:15]:
So firstly, I want to talk to you about the market shift. Here is what is different now compared to even two or three years ago. The market has grown up. Buyers have seen everything. They’ve seen the fake only three spots left countdowns. They’ve seen the recycled plug and play launch templates. They’ve seen The I made 100k overnight fake bullshit Instagram stories. They’re not impressed anymore.
Kylie Kelly [00:02:39]:
We are smack bang in what I’ve been calling a trust recession. People are slower to buy. They’re not Impulse clicking a $2,000 program off the back of a pretty Instagram carousel anymore. If you missed it, I actually did a whole episode about this back at episode 187. That was called the number one strategy that is still working in 2025. Trust. Go and listen to that if you want a deeper dive into building trust. I’ll put the link in the show notes for you, but here is the quick version.
Kylie Kelly [00:03:05]:
Trust is everything. And if your audience doesn’t trust that you’re going to deliver, the sale will not happen. Period. Now they’re watching longer. They’re fact checking. They’re stalking your emails and your website to see if your story matches up. And the noise next fucking level, right? The industry is crowded, which means if your offer isn’t crystal clear right up front, it’s pretty invisible. So if you’re out here chanting affirmations, hiking your prices, posting daily, but you haven’t done the foundational clarity work, you’re not hearing crickets because you’re not worthy.
Kylie Kelly [00:03:38]:
You’re going to hear crickets because the market has changed and you haven’t caught up yet. So let’s dismantle this nonsense. Why? Charge what you’re worth falls flat these days. It sounds good, right? Charge what you’re worth sounds good. On Instagram, it gives you a five second dopamine hit. But in real life, it falls apart because of these three reasons. First, it centers on you, not your client. Your client isn’t lying awake thinking, hmm, I wonder what Kylie is worth as a human.
Kylie Kelly [00:04:05]:
Today they’re thinking, can she solve my problem? Can I trust her to deliver deliver? Secondly, it skips the strategy. Confidence is great, but confidence without clarity is like screaming into a void. If you can’t explain who your offer is for, what it solves, and why it matters. Jacking up the price is not going to fix a thing. And lastly, it assumes money follows mindset alone. And this one stings. But it is true. Like I’ve seen women raise their prices because their coach told them to, but they didn’t change their positioning, their messaging, or their proof.
Kylie Kelly [00:04:34]:
And then they were crushed when no one bought. It wasn’t that they were too expensive. It was that buyers didn’t understand the damn offer. They couldn’t see the value. They didn’t trust it. Yet. That’s the real issue. It’s not your worth.
Kylie Kelly [00:04:45]:
It’s not your confidence. It’s not another pep talk. Clarity, connection, confidence, that’s the currency now. So if they’re not buying your worth, what are they buying? Here is what I’ve seen again and again in my business breakthrough audits, in my mastermind and in my own launches. They are buying clarity. Do I understand in one line what this is and who it’s for? Is the transformation obvious to me? Not you, but me, the buyer, or am I working way too hard to figure it out? If I have to scroll your sales page and I still can’t tell what the hell you’re offering, I am out. Buyers don’t want homework. They want clarity.
Kylie Kelly [00:05:20]:
And they want it fast. They want it straight away. They want it instantly. And then secondly, there’s connection. Do I feel like I actually know you? Have you shown up consistently enough that I trust your voice? Or do you only pop up when you’re in launch mode, waving around a cart? Close date connection is everything. Right now in a trust recession, people are buying from the business owners who feel closest to them, not the ones shouting the loudest. And then lastly, confidence. Do I feel confident in you? As the obvious choice? Have you shown your credibility, your authority, your proof? Do I feel safe investing in you? And let me be crystal clear, this is not about whether you feel confident.
Kylie Kelly [00:05:57]:
This is about whether your audience feels confident in you. That’s it. That’s the formula. Clarity, connection, confidence. This is the backbone of my C method. When these three are in place, selling feels like breathing. When they’re not, you can scream, charge what you’re worth all day long and nothing is going to change. Let me bring this home with a real client story.
Kylie Kelly [00:06:19]:
I had a business breakthrough audit client come in with this gorgeous offer. She’d priced it higher than she’d ever done before. She was doing all the things. She was showing up on social, she was sending emails, she was getting visible. But crickets. She thought the problem was her price. She thought maybe she wasn’t brave enough. She’d been told to just own her worth.
Kylie Kelly [00:06:37]:
But when I looked at it, the price wasn’t the problem. Her offer made sense to her, but not to her audience. It didn’t make sense to Me when I first looked at the sales page. So we reworked that messaging so her ideal client could see themselves in it. Suddenly, the penny dropped for her people. And guess what? Sales started to flow. No price cut, no 24.7Instagram hustle. No extra freebie.
Kylie Kelly [00:06:58]:
It was just the clarity piece that was missing. That’s how it works in 2025. It’s not about raising your price. It’s about making your value undeniable. It’s by being clear instead of clever. So here is. Stop obsessing, overcharging what you’re worth, you, my love of fucking priceless. Your worth as a human has nothing to do with your offer price.
Kylie Kelly [00:07:20]:
What matters is whether your audience sees your clarity, feels the connection with you and has confidence in you as the obvious choice. This is how buyers are making decisions in 2025 and probably beyond, right? That’s how you stop chasing sales and start building your freaking empire. So here is what I want you to do today. Your quick next step. I want you to take five minutes, look at your main offer through the eyes of a stranger. Could they answer these three questions in under 30 seconds? Question one, do I know what this is? Question two, do I know who it’s for? And question three, do I understand why it matters if the answer isn’t a crystal clear yes to all three? That’s your homework. Tighten it up. And if you’re stuck thinking, oh, I can’t even see my own blind spots anymore, that is literally what I do in my business.
Kylie Kelly [00:08:10]:
Breakthrough audits. For just $66, I’ll record you a private video walking you through your visibility, your email list and your offers. I’ll show you exactly what I see, what I’d shift, and the three things I’d focus on right now if I were you. No surface level bullshit, no just post more advice, just a clear path forward. Head to the link in the show notes to book your audit today and let’s get your offers positioned so people actually buy. Okay, that is all from me this week. Thank you again for being here and tuning in and I’ll see you next week when I’m talking to those of you that feel trapped by social media. I want to give you a super tangible biz bestie chat about what you can do to grow your business without posting every damn day.
Kylie Kelly [00:08:51]:
It’s going to be worth a listen. All right, my loves, I will see you next week. Bye for now. Thank you so much for tuning into this episode of the Email Growth Show. I hope you found valuable insights into the next steps you can take to grow your email list and boost your business without relying on social media or paid ads. If you enjoyed this episode, please take a moment to rate and review the show and share it with others. Your feedback helps me reach more female entrepreneurs just like you who are ready to say goodbye to social media and leverage email marketing to grow their business and make a bigger impact. Thank you so much for listening and I’ll see you in the next episode.
