Psst! Ever wondered what it’s really like inside Good Money Club?

In this sneak peek episode, Fi shares 20 powerful minutes from one of our recent club sessions — “How to Make More Money” — to help you simplify your thinking, set realistic revenue goals, and start building real momentum in your business. Whether you're stuck in overthinking, undercharging, or trying to do everything at once, this episode is packed with practical, perspective-shifting advice on what actually works.

Listen to Episode 28

What You’ll Learn in This Episode

The only two levers that grow your revenue (and how to use them)
Why price is the most powerful financial decision you make — every single day
The trap of over-servicing (and why it’s just another form of undercharging)
How to figure out your actual capacity and hourly rate
What makes your product or service valuable, and how to talk about it
The link between pricing, confidence, and ideal clients
Why it's not your job to be affordable, and what to aim for instead
The one thing you must never do when sales slow down.

Inside Good Money Club: How to Make More Money (Ep#28)

Money Secrets Podcast – Episode 28

Introduction

We've made a lot of progress as a society in many areas, but one thing that hasn’t changed enough is our relationship with money. If we want to tip the scales in favour of marginalised people, we need to understand the secrets to making money in small business.

The more we talk about money — especially the secrets that usually stay behind closed doors or on the golf course — the more empowered we become. My mission is to get more money into the hands of good people, specifically business owners like you.

Because I believe small business can change the world. And to do that, we need to be making more money.

Acknowledgement of Country

This episode was recorded on the lands of the Wurundjeri People of the Kulin Nation. I’d like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on.

I pay my respects to Elders past and present, and recognise that sovereignty has never been ceded. This always was, and always will be, Aboriginal and Torres Strait Islander land.

The Belief That Holds Us Back

Lately, I’ve been hearing from a lot of small business owners who are struggling to bring in consistent revenue. When the economy feels uncertain, it’s natural to feel anxious — and when that happens, we tend to act from a place of fear, not strategy.

That’s why I’m doing something a little different today. I’m giving you a 20-minute sneak peek inside Good Money Club — specifically, a live session we ran on how to make more money. This isn’t fluff or theory — it’s packed with advice you can apply immediately.

Let’s walk through the practical strategies that will help you raise your revenue, reframe your pricing, and reach your income goals in a sustainable way.

The Core Formula: Price × Volume = Revenue

Let’s simplify things. The only two ways to make more money in your business are:

Increase your price
Increase your volume (sales)

That’s it. So if you're not earning what you want right now, ask:

Am I charging enough?
Am I selling enough?

This clarity alone can bring a sense of control back to your business — because now you know where to focus.

Know Your Capacity — Then Price Accordingly

If you’re a service provider or freelancer, your income is tied to your available hours. And most full-time business owners only have around 1,000 billable hours per year (even less if you’re part-time, parenting, or caregiving).

Let’s say your income goal is $100,000/year:

You’d need to earn $100/hour across your billable hours.
If you only have 600 hours available? You’d need to earn closer to $167/hour.

This is why understanding your true capacity is essential to pricing your offers sustainably — and why pricing calculators are so powerful.

Overdelivering = Undercharging

Here’s a harsh truth: If you’re consistently overdelivering and not charging for it, you’re undercharging.

And so many women fall into this trap. We want to help. We care. We want the gold star. But instead of charging gold-star prices, we deliver premium service at silver-tier rates — and then wonder why we’re exhausted and underpaid.

If you’re not hitting your income goals despite “charging enough,” this is almost always the reason why.

Define Your Scope & Set Boundaries

Ask yourself:

Do my clients understand what’s included in their package?
Do I walk them through it clearly, or just bury it in the terms and conditions?
Am I protecting my time and energy with clear deliverables?

If you want to run a sustainable, profitable business, you need to communicate your scope, stick to your boundaries, and charge for what you’re delivering — nothing more, nothing less.

Good Money Club

Are you a female or LGBTQIA+ business owner who wants to make more money and create meaningful change? My 6-month program, Good Money Club, is designed to help you do exactly that.

We work on your pricing, positioning, business model, and mindset — so you can build your bank account and your impact. Read more about Good Money Club.

Your Price = Daily Financial Decision

Every time you post a price on your website, send a proposal, or quote a client — you are making a financial decision. Your price is the number that impacts your business the most.

It shapes how your brand is perceived.
It determines whether or not you can meet your revenue goals.
It either holds you back — or moves you forward.

So be intentional. Your price should reflect the real value of your product or service.

Low Prices Turn Away Great Clients

Here’s the thing: Low prices don’t attract everyone — they repel high-quality clients.

When your pricing is too low, your best-fit clients might assume your work is low-quality, mass-produced, or not meant for them.

Pricing is a signal. It tells people what to expect. So if you’re delivering premium work, your prices need to reflect that — otherwise, your messaging and your numbers are out of alignment.

Raise Your Prices Through Brand & Messaging

Raising your prices isn’t just about changing a number — it’s about elevating your brand and communication to match.

You need to:

Communicate your value clearly
Match your visuals and messaging to the quality you’re delivering
Speak directly to your ideal client

When your message and price align with what your audience truly values, your conversions go up — and your confidence does too.

Offer Fewer Options (But Better Ones)

When presenting your packages or offers:

Aim for three clear options whenever possible.
Or, if your clients are overwhelmed or new to your work, present one well-matched offer with clarity and confidence.

Give them the best version of what you offer — not just what you think they can afford. Let them decide.

Communicate Value Using Your Client’s Language

People buy when they understand how your offer solves their problem. So:

Use the exact words your clients use to describe their challenges and goals.
Get clear on what makes your offer valuable (is it fast? premium? emotional? time-saving? creative?).
Focus on outcomes — what life will look like after working with you.

When you understand what your clients truly want, and position your offer to meet that, your sales process becomes far more effective.

Find Your Product–Market Fit

Product–market fit means your price, offer, and client expectations are all in alignment.

If you’re constantly over-delivering or your clients don’t see the full value in what you offer, it means you need to:

Either increase the price to match your value, or
Decrease your deliverables to match the price

Getting this balance right is key to feeling confident in your pricing.

Get Clear on Your Ideal Client

Your ideal client is the person or business that benefits the most from your product or service — and is willing to pay for that value.

If you’re constantly attracting the wrong clients, it’s not your pricing — it’s your positioning. Something in your messaging is speaking to the wrong audience.

Get specific:

Who is the best fit for what you do?
What do they value?
Where do they spend their time — online and offline?

Remember: You want mango lovers, not apple hunters. Don’t waste time convincing people they want what you sell. Speak directly to those who are already looking for it.

You’re Not Here to Be Affordable — You’re Here to Be Valuable

Affordability is not your job. Value is.

Big corporations like Amazon can afford to compete on price. But your small business is built on:

Customisation
Relationship
Transformation
Quality

Don’t water down what you offer to be "accessible." Charge in alignment with the depth of the results you deliver.

Keep Marketing (Especially When Things Feel Slow)

When revenue feels slow, many business owners make the mistake of pulling back on marketing. But this is when you need to market the most.

If you’re not regularly telling people how to work with you, they’ll forget.
If you’re not actively showing up, your dream clients won’t find you.

Marketing is your invitation — so send it.

Whether it’s:

Instagram
SEO & blogging
Email newsletters
Referrals or outreach
Guesting on podcasts

Just pick the path that works for you — and stay consistent. The world needs what you offer. Don’t hide it.

Final Thoughts

Making more money doesn’t have to mean working harder, compromising your values, or burning out. It means:

Understanding your capacity
Communicating your value clearly
Attracting the right clients
Setting prices that reflect your worth

And above all? It means giving yourself permission to build a business that works for you.

Your next income jump might be just one clear message or bold decision away.

You’ve got this. Let’s make it happen.

Outro

Thank you for listening to Money Secrets. If you loved this episode, please subscribe, share it with a friend, or leave a review. Your support helps us get these conversations into the hands of more good people who deserve to thrive in business.

We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business.

In this podcast, Money Secrets, host Fiona (Fi) Johnston—Chartered Accountant, small business advocate, and impact enthusiast—dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open.

Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make—and manage—more money.

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Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.business

If you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here.

Want to find out more about Good Money Club? It's for female and non-binary business owners ready to make more money and impact. Join us?

Check out my FREE Pricing Training you need to set your prices for profitability.