Price isn't the problem. Value is.

If you provide enough value, then it's not a question of the price. It's the offer has to be so good, it has to be so compelling that the price is worth it. It's a good deal, even if it's a high price.

So the homework for people watching at home is, okay, how do I create that sort of value to make sure that my potential leads don't even question the price? How do I make sure that the offer is so good that I'm not going to have people questioning how much I'm charging for?

Exactly. And I think that one of the things you have to think about is if you feel like you can't raise your prices, you feel like it's impossible, like it is business suicide, then most likely you have a value problem. You don't have a price problem. You're not even internally convinced that what you're providing is worth what you need to be charging. And if that's the case, stop worrying about the prices and start worrying about the value. Work on your business. Make your offer better. Make what you can provide more enticing. Do a better job. Get proof of of it. That is how you get to raise your prices.