Author, CEO & Founder

Learn More >>


In: Money Talk

Isn’t pricing a GROAN? Like, you physically groan when it’s time to “figure out your pricing,” because WHY DOES IT SEEM LIKE THE MOST ARBITRARY THING ON EARTH?

How do I know if it’s right? Is it too high? Too low? Will anyone buy it? Am I selling myself short? Does the price match the value? Do I seem self-important? What if people are like, “bitch crazy.” [?] What if I ~ am ~ crazy? And how am I supposed to price my work in a way that actually feels…legit? 

All very good questions, Watson. Emma Watson.

And allllllll questions that my friend Hannah and I discussed the other day in London at a bar. (Aside: can I start every sentence with “the other day in London at a bar?”)

You see, I’m the a-hole who gets people drunk and then interrogates them so I can know ALL THE THINGS. And Hannah just happens to be a real, live, in-the-flesh pricing consultant, which means she works with companies to figure out how to price themselves and how to do so in a way that makes customers want to spend more. (Fun fact: the prices on the wine list should be placed in the order of from MOST expensive to LEAST expensive, rather than the other way around—so the brain anchors to the highest price first and then the rest seem reasonable by comparison…which totally actually produces a big difference in sales. Humans—we’re simple creatures, really!)

So naturally I was like: tell me more, Hannah, tell me MORE.

And so she did—while some other guy made out with his mistress in the dark recesses of The Salisbury in Covent Garden, obviously—and right then and there, we started talking about the importance of—ready for this?—having an “ugly” price.

“An ugly price?” I said. “But don’t you want to make your prices attractive?”

“An ugly price does make your overall pricing more attractive.”


And so it was over a gin and tonic that Hannah and I talked about the importance of always having an ugly price point that sits alongside your main price point. Turns out, if you’ve got just one price point listed, customers don’t have anything to compare it to. However, if you’ve got a slightly less attractive option sitting next to it, it makes your main price point more attractive, simply by manipulating the context.

The research backs this up. I didn’t believe her at first, but then she opened her laptop and showed me the new online course she had produced, and showed me the actual studies that prove that having an ugly price—that is, a price that’s 80 – 90% of the main price, but only 50% of the value—can boost your sales of your main price point dramatically.

Why? Because now your customers have something to compare it to. And now the value of your main price really shines.

For example: If your main product is priced at $199, you should also have another price point at $179—so, close in price—but with only 50% of the value. (So the true value of your main price is highlighted.)

Crazy, right? But so, so useful. I feel like I’m in the CIA.

So THEN we got into the importance of having a ~ third ~ type of price point listed, also because of the contextual effect—but that's a whole other story for another time. I mean, I’d always known that pitching three price points is what netted the most sales overall, but I never knew the nitty gritty psychology of why. Hannah did, though. And my GOD, is she brilliant.

So of course, I demanded that she give me a link to her course that very instant, and boy was I blown away by not only THE SHEER AND INCREDIBLE UTILITY OF HER KNOWLEDGE, but at how professional the course itself was produced. She hired animators, she has gorgeous video, she explains everything in a fun, clear, and concise way. And, I mean, she’s got a British accent, too—what more do you want?

Hannah’s still in her beta phase, but if you want to learn all of her pricing wizardry, the doors are open to her Psycho Pricing course until Monday—and you can get it for a super duper cheap beta level price. [That is absolutely an affiliate link, which means Hannah will give me a commission for telling you about this. Yay for friends with benefits!]

I am so excited!

Let’s take it together, shall we?

In the meantime, I’ll be thinking about how we can incorporate an “ugly” price into all of our offerings. 🙂


P.S. Hope you had a fucking fantastic Halloween! It’s the weekend, and this girl is off to prepare for…drum roll….OUR PRE-ORDER BOOK LAUNCH! Oh yes, it’s coming. And it’s coming to a screen near you. And I have never been happier for anything, ever: except maybe the time my mom left to go to the grocery store and came back with a used Toyota. It was the very first car we ever owned—and I was so relieved that I didn’t have to carry grocery bags on the side of my bike handlebars anymore.

That’s sorta how I feel with Hannah’s pricing course: relief! No more heavy lifting—unless they're sacks of money.

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


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


Sep 13


If You’re Making Less Than $300,000, WE NEED TO TALK

Sep 13, 2017

$300,000 sounds like a big fucking number, doesn’t it? But I have to tell you, that with the tools we have nowadays with the Internet, there’s almost no reason why you shouldn’t / can’t be making this in your business—WHICH SOUNDS LIKE A POMPOUS THING TO SAY, I REALIZE, BUT AT THE SAME TIME, #TOUGHLOVE […]

In: Money Talk


Jan 6


Business Lacking Direction? Start With the Money.

Jan 6, 2015

Imagine you’re seven years old, and you’ve never cooked anything before, so help your Fisher Price kitchenette. But suddenly you’re home alone, and you’re tasked with making yourself a meal. So naturally, you do what any seven year old would do: You get a big pot, and you start putting your favorite things into it. Pepperoni pizza—fucking […]

In: Money Talk


Oct 2


Not Making As Much Money As You’d Like? Time to Fix That.

Oct 2, 2012

Money. You have enough, or you don’t. Over the years, I’ve do-si-doed around both sides of that dichotomy. As a pre-teen, my mom and I sometimes had to borrow money to buy a roll of one-ply toilet paper to get us through the weekend. Scott brand. I remember it was Scott, because it was always […]

In: Money Talk


Sep 26


How to Save Money For People Who Are Notoriously Bad At Saving Money

Sep 26, 2013

You haven’t started saving for retirement yet. You don’t know how you’re going to pay your taxes (because you haven’t been keeping up with—what are those silly things called?—quarterly payments.) You certainly don’t have a rainy day fund. <—Said while laughing hysterically into your beer. And college? Well, the kids will just have to open […]

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


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