Author, CEO & Founder

Learn More >>

Creating New Offerings–or Revising Your Old? Grab Wine. Listen Up.

In: Money Talk

Don't ever buy wine with me.

I'm warning you.

I'll be the jerk all the way over in the corner in Aisle 7 trying to buy the obscure, unpronounceable wine that no one's ever heard of–partly because it helps me with my All-American complex (you know, the one where you realize you're not exotic at ALL), and partly because snooty wine labels with edges that have been HAND SINGED by the blaze of an elderly Italian man in a faraway land are sort of sexy.

(Did anyone else just finally understand why they made the past tense of “sing” into “sang” and not “singed?” Can you imagine if we all ran around confusing the meaning of “to utter a series of sounds” with “to light shit on fire?” All hell would break LOOSE.)

Of course, I blame my fascination with delicious wines on Will. He's Seth Godin's former protĂ©gĂ© and he was also my partner in crime while in Buenos Aires just a couple months ago. (No true crimes were committed. Not even crimes of passion—yet another two points deducted from the exotic meter. Then again, I'm also not in jail…so I guess I can take those points back and file that one under “Better that way.”)

We soon found ourselves dining in one of Argentina's loveliest restaurants having not one, but TWO $100 bottles of Pulenta's Reserve Malbec–possibly the best money I've ever spent. Right next to the $200 roller blades I saved up to buy in the 7th grade, of course.

So, now I'm spoiled.

And while I don't run around buying $100 bottles of wine every day, it's interesting (read: disastrous) how now, a $50 bottle of wine seems almost…inexpensive.

Sort of like when you walk into a store and see a tee-shirt that costs $100–you're thinking, “Yeah, okay. Who pays that for a tee-shirt?”

So you mosey around the store some more, check out some chick's ass, and then come across a $50 tee-shirt.

And then… it happens.

All the sudden you sort of feel like it's a good deal. Because now, $50 seems inexpensive. But is it really inexpensive? No. It's still expensive. It's just…relatively not.

And THAT'S what you need to consider when you're making your own offerings.

Pricing is relative. Fees are relative. The cost of everything is relative. And that includes what you're selling.

Relative to your competitors' offerings, yes.

But more importantly?

Relative to your own offerings.

Had you walked into that store and saw the $50 tee shirt as the most expensive, you might still view that as being too expensive. But because you had something more expensive to compare it to, you use that point of reference to make subsequent judgments about the cost of everything else.

As a result, you may find yourself buying a $50 tee-shirt that you may not have purchased under other conditions.

It's called anchoring, and it's very real.

And the reason it matters is this: Not just high-end tee-shirt stores do this. You should, too.

I always tell my clients to give their customers three purchasing options—one level at a higher price point than you expect to make on average, one that's the number you'd be happy making per client, and one that's your minimum survival fee per client.


Because you'll find that most clients won't want to “go overboard” by purchasing your most expensive, but they also won't want the cheapest option, either. So most will opt for the middle road—which is why that needs to be the number you'll be happy making per client.

And that middle road fee?

Will seem like a deal compared to what they'd have to spend for the most expensive option—which is a great thing, because now you've both won.


Leave 'em with just a mid-level and a less expensive one? And you'll find they choose the less expensive one more often.

And then you've both lost out.

And losing sucks.

Just ask the kids I dusted once upon a time with those sweet, sweet roller blades.

Apr 11



Apr 11, 2019

You know what’s been blowing RIGHT up my skirt lately? That women are shamed for wanting money—as if this is a bad thing. We’re shamed for charging it, for thinking about it, and for daring to create something that we—brace yourselves, folks—want money for, in exchange. There’s this unspoken code of conduct that comes with […]

In: Money Talk


Jul 14


The Case For Charging Good Money (Featuring an $800 Example)

Jul 14, 2017

So here’s some crazy shit: a few weeks ago, I spent $800+ on supplements. DID YOU ALMOST PASS OUT AT THAT NUMBER BECAUSE I DEFINITELY DID. But there was good reason, however, and that good reason includes the words “hypothyroid” and “dangerously deficient” and “body full of inflammation”—which explains SO MANY THINGS, including why dropping […]

In: Money Talk


Jun 14


Spending Money is Not a Sacrifice, But a Strategy

Jun 14, 2017

Spending money is not a sacrifice, but a strategy. Most people don’t look at it like that, though, and so they spend less—and end up making less, too. But money is like a lever—which, not so coincidentally, comes from the French word, “to raise.” If you think of a seesaw, on one side you have […]

In: Money Talk


Jan 31


Fundamental Truth: You Can’t Make Money Unless You’re Making Offers

Jan 31, 2018

Offers are the lifeblood of any business. You want to make more money? Make more offers. How you do that varies, of course—to existing clients, to potential clients, to customers for your digital products and more—but there is no escaping the fact that no one’s just going to show up and put two hundred dollars […]

In: Money Talk


Jun 9


Making Money is Not as Hard as Most People Make It

Jun 9, 2015

There is a distinct and profound difference between people who make money and people who don’t: the money. Hard, cold, beautiful bendy stacks of cash. I know there are a lot of people that say money is evil and your nostrils will catch on fire if you want anything other than world peace, but usually—and pardon […]

In: Money Talk


Aug 30


$199 vs $200: The Difference of a Dollar is Never Just a Dollar

Aug 30, 2016

I was recently told a story about a man named Uncle Bill who went to Colombia, stayed in a hostel, and climbed the ladder into his bunk—even after the four bottles of wine. Uncle Bill wasn’t your average uncle, though. Uncle Bill was eighty-nine years old. Which sounds like a lot, when you say it out loud, […]

In: Money Talk


May 7


Are You Making Money or Losing It? Also: Porridge

May 7, 2013

It’s never just about the money coming in; you have to consider the money going out.  When you take on a job, sure, you might earn $5,000. But what’s the cost of earning it?  If you have to forfeit 3 other projects (and your favorite Wednesday night TV show) for a combined total revenue of […]

In: Money Talk


Apr 16


29 Creative Ways You Can Find Some Extra Money on the Fly, In a Pinch, When You’re Strapped and When You’re All: SOS, Cash Flow Where’d You Go?!

Apr 16, 2019

The other day I urged women: do not let them money shame you. Do not! Even though they’ll try to. Even though, because you’re a woman, you’ll be deemed “delusional” and “scammy” and “self-serving,” the more money you charge—even if it’s the going rate. And yet, when a man charges the same thing, they are […]

In: Money Talk


I'm a Bad Influence on Women

Hey, I’m Ash! Twenty years ago I was a small town girl growing up in a trailer park in rural Pennsylvania. Fifteen years ago, I lost my family and everything I knew right as I became the first to graduate college. Fourteen years ago, I found myself leaving everything behind for a new life in the city where I could be “normal.” Ten years ago I realized normal was the most disappointing thing that ever happened to me. Nine years ago I quit my job in advertising and pursued my dreams as a creative writer. Eight years ago, I built a 6-figure business doing what I love using nothing more than the Internet and my voice. And now, today, I’m the founder of The Middle Finger Project, an irreverent media co. that helps other women find their voice and teaches them to use it to build whatever the f*ck they want to. With a book coming out with Penguin Random House in February 2020 (YASSS, WE’RE A PRODUCT IN TARGET!) I’m proud to be a bad influence on women and guide them into doing something disobediently brave with their life and their career.

Enter your email address and I’ll send you my advice column every week sharing everything I’ve learned—and so much more.

But no serial killers. I promise I won’t send those.

Privacy Policy Info Here