How to Gain the Confidence to Charge More

You gain the confidence to charge more when you stop selling a pile of deliverables and start selling one clear outcome. That was the heart of this live coaching call. Mike Moll sat down with Dusty Jenkins, the founder of Valiant Voyages, who wanted to launch a coaching offer for dads. Dusty kept stalling. He felt he needed a full program built out before he could charge for it. Mike pushed back hard. The curriculum is not what people pay for.

Dusty's block was impostor syndrome. He's an overthinker, and he let that voice steer his decisions. He worried the offer wasn't ready. He wanted to stack it with more features so the price would feel fair. Mike named the pattern in plain terms. Most founders do this. They pile on stuff to earn the number instead of pricing the result.

Why the program doesn't matter

Here's the fix Mike gave him. People pay for access, accountability, and community. They don't pay for a syllabus. Mike compared it to joining a sports team. You show up because the team counts on you, and that keeps you accountable in a way going to the gym alone never does. So Dusty didn't need a rigid six-week program. He needed a place where dads feel supported.

Mike suggested a simple membership at around $150 a month, open for as long as members want to stay. No forced curriculum. Weekly check-ins, breakout rooms, honest conversation, and room to grow into whatever the group needs. Mike has clients who pay him thousands a month for the same reason. They want the accountability and the access, not a binder of lessons. When you build an offer around what your buyer wants, it helps to first get clear on who that buyer is, which is the work Mike walks through in his coaching on getting clear on the exact person you serve.

Charge for the outcome, not the deliverables

Then Mike got to the confidence piece. Charge for the result, and drop the long list of features. He shared how his own coaching works now. It costs more than it used to and includes fewer deliverables. He stopped handing clients a list of 17 things to tackle. Instead he fixes three root problems so the outcome they want falls into place.

When a client asks if he can solve the thing they care about, he says yes, it's 15 grand, and they say sounds good. The result is worth far more than the fee. One of his clients put it best: with a clear process, "I can raise my price with confidence." That mindset is the same one Mike breaks down in the pricing masterclass on raising your price. The old habit of adding more stuff to bump the perceived value works against you. Buyers don't want more stuff. They want the outcome.

Mike also gave Dusty a way to frame the price so it feels small to the buyer. A $150 membership with two group calls a month comes out to $75 a call. That's cheaper than therapy, and for a lot of dads it does more. When you break the number down, the value gets obvious. It's the same move that makes marketing a coaching offer land. Sell the result the buyer feels first, then set the price against it.

Be your own consumer

The biggest shift was this. Be your own consumer. Mike told Dusty to picture a group of supportive dads where he could share his wins, his struggles, and get honest feedback. Would he pay $150 a month for two calls with people like that? Probably. If Dusty would buy it, other dads will too. Build the thing you'd pay for and trust that instinct.

This is where the confidence comes from. Not from a bigger offer or a longer feature list. It comes from knowing the outcome is real and knowing you'd pay for it yourself. Dusty's overthinking told him to add value by adding more. Mike flipped that. Strip it down to the one thing dads want, which is support and a place to be honest, and let the price stand on that.

Fixing the landing page

Mike walked Dusty through the Valiant Voyages landing page too. The headline led with the pain: "Feeling like a distracted father?" Mike moved it toward the outcome instead. Lead with the dream, then name the pain underneath. Above the fold, give people four things: a headline that names the result, a line that tells them they're in the right place, a call to action, and one piece of proof like a short testimonial. Internet scrollers move fast and need to be told what to do.

He also told Dusty to write benefits, not features. "Feel supported by other dads on our group calls" beats "two calls a month." And in these early days, the call to action should be a conversation. Get on the phone with as many interested dads as possible, ask what a win would look like for them, and let their answers become the copy on the page. By the end, Dusty could see it. He didn't need the private chef, the venue, and the full retreat to start. He could open a simple community, price it with confidence, and let it grow.