4 reasons i've never increased the price of my membership

After four years, more than 4,000 members, and over a million dollars in sales, Liz Wilcox — the Fresh Princess of Email Marketing — still charges just $9/month for her Email Marketing Membership. In this transparent and heartfelt episode, Liz breaks down the four reasons she's never raised the price (and doesn't plan to anytime soon). From accessibility to integrity to good old-fashioned spite, this episode captures everything that makes her business model one of a kind. Episode Highlights The Email Marketing Membership turns four years old on February 16, 2025 — and Liz is celebrating with a $4 trial for new members. The question she gets most often: "Why haven't you increased the price?" Reason #4: If it ain't broke, don't fix it. The model works — it's made over $1 million in sales since 2021. The $9 price point is simple, effective, and proven to convert. Reason #3: The low price makes it an easy sell. There's no heavy copywriting, pressure, or gimmicks. Liz can just say: "It's $9 — here's what you get. Want it or not?" Members often say they feel like they're "stealing" from her because of the value they get — and Liz loves that feeling. The very first sales email she ever sent was titled "Can I have $9?" — and it still works. Reason #2: Spite (and sticking it to the man). Liz built her business in a high-ticket-obsessed industry — and refused to play that game. Even her coach encouraged her to charge $99 or more, but she stuck to her guns. Like Jerry Seinfeld returning an item "out of spite," she keeps the $9 price just because she can — and because it works. Reason #1: She remembers what it's like to only have $9. A deeply personal story about building her business while broke, living in an RV, and charging business expenses on a credit card she hid from her husband. How financial hardship shaped her values — and her mission to make email marketing accessible to everyone. "I don't ever want someone to find me and say, 'This is exactly what I need,' and then get sick over the price tag." Why this commitment to affordability, integrity, and accessibility defines Liz's entire brand. Key Takeaways Keep it simple: You don't need to raise prices if your model is already sustainable and scalable. Integrity sells: People trust transparent pricing and consistent delivery. Rebellion can be a strategy: Sometimes "sticking it to the man" creates stronger loyalty. Empathy builds community: Remembering where you came from helps you stay grounded and connected. Accessible pricing = bigger impact: Serving more people can be just as profitable as charging more. Links and Resources Birthday Sale Link Check out Liz's Email Marketing Membership here Join the Email Sound Booth Facebook group here Check out Liz's free welcome sequence here Liz's Kit [Convertkit] affiliate link Rather watch the Podcast? Check out WATCHLIZ.COM