A Lot, For A Lot, For A Little
This is a concept which is very simple but also has a vast depth to it:
A Lot, For A Lot, For A Little…
The simple version, is this:
1) You can charge a lot for (and/or place high value upon)…
2) Things that bring a lot of value to others… (their business, their mindset, their life, etc)
3) But are now “little” or “easy” (to you) because of all of the time and effort you’ve invested in the PAST.
Many things come easy to you now, because you’ve put in IMMENSE effort, time, energy – and others simply haven’t done the same things with their time.
So, simply because you’ve worked so hard, studied so much, etc (over time) – NOW it’s easy, effortless, and not very time-consuming for you.
Here’s the thing:
Just because it’s “easy” or “effortless” for you NOW, doesn’t mean you should be charging “little fees” for it or placing “little” value on it.
Lawyers get paid well because they have spent years gathering specialized knowledge that other people simply don’t have – because they didn’t spend their years the same way.
People need lawyers because situations arise where they need a lawyer’s expertise and knowledge – but it took that lawyer a long TIME and a lot of EFFORT to build up to that point where they have that expertise and knowledge.
It’s the same with any specialized skill – you see people without specialized knowledge turning to people with specialized knowledge in certain situations. The difference is in how the 2 people’ spent their time (over a long period of time).
The point is that you shouldn’t discount, lower-the-value-of, or see your expertise and specialized knowledge as a “small thing” just because it’s easy, and effortless for you THESE DAYS.
Chances are it’s extremely valuable, and impactful, and needed by certain people (your ideal prospects and clients), and you can charge a LOT, for what can mean a LOT to them, but only takes a “little” time and energy for you now.
The speed and the ease with which you can do certain things does not decrease or diminish the VALUE it could have for your potential prospects and clients.
There must be no “link” in your mind between the time (or difficulty level) it now has for you, and the ultimate value and impact it could have upon your prospects and clients.
If that were the case, you’d price too low, and cause a lack of committment on their end – a lack of commitment to the use of your own services due to not paying enough, and not being as psychologically “invested…”
And also, your overall business would suffer the consequences of lower revenue…
…and you would feel inside that you were selling yourself short – because you know how hard you’ve worked to get “here” and for it to be this “easy” and for you to be able to make this “impact” and have this much “value” to bring to your prospects and clients…
It’s better all around when you charge a lot, for a lot, for a little.
A lot: Higher fees / prices
For a lot: Massive impact/value for the client etc…
For a little: Not that difficult or strenuous for you to provide, but that’s because you’re “you” and you’ve earned this position. It’s the past effort and time you’ve put in that’s made it “effortless” or “easy” when in reality that’s the tip of the iceberg and all the WORK is right there below the surface – and every square inch of that below-the-surface iceberg ought to contribute and dictate the current value, fees, and price because just because it’s “not that hard” or “doesn’t take long” for you doesn’t mean it’s not immensely valuable, impactful, and needed by the prospects or clients you encounter…
Caleb Graham