Josie is an incredible therapist. People love her. She’s booked solid, with a waitlist so long that new clients have a better chance of getting Taylor Swift tickets than an appointment with her.
She’s been doing this for over 20 years, and she’s great at what she does. But there’s just one little problem…
She still charges $130 per session.
Yep. The same price she set twenty years ago.
Let that sink in for a moment.
Inflation? Doesn’t matter. Experience? Still $130. Cost of living skyrocketing? She just keeps hustling harder.
One day, a fellow practitioner asked her, “Josie, why haven’t you raised your rates?”
She laughed nervously. “Oh, I don’t know… I just feel bad charging more. I love my clients. And what if they can’t afford it?”
Sound familiar?
Maybe you’re not Josie, but if you’re running yourself into the ground, fully booked, exhausted, and still making the same amount as last year (or worse, the last 10 years), you might be stuck in the same trap.
Let’s break this down.
The “Busy But Broke” Epidemic
If being busy equaled financial success, Josie would be rolling in it.
But instead, she’s trapped. Her business is running her instead of the other way around.
If you’re fully booked but your income hasn’t increased, your business model is broken. You’re trading time for money in a system with no leverage.
Think about it:
- What happens if you get sick? No money.
- Want a vacation? No money.
- Need a break? Too bad, you’re booked solid.
Josie thought adding more hours would fix the problem, but she was already at her limit. She was just working harder, not smarter.
And worst of all? She was training her clients to expect top-level care at outdated rates.
If you don’t set your value, someone else will do it for you.
Investing in More Than CEUs: The Secret of High-Earning Practitioners
Josie had taken countless continuing education courses over the years. But they all focused on techniques, not business.
She learned how to help people better, but not how to charge what she was worth.
And that’s where so many practitioners go wrong.
Most of us think, “If I just learn one more modality, I’ll be able to charge more.” But knowledge alone doesn’t grow your bank account—business skills do.
The highest-earning practitioners? They invest in business, sales, and marketing skills just as much as their craft.
Josie had spent thousands on CEUs but never learned how to:
Raise her rates confidently
Attract high-paying clients who value her time
Create an income stream that wasn’t dependent on her hands
Her talent wasn’t the issue. Her money mindset was.
Is Your Mind Tricking You Into Staying Broke?
Here’s the wildest part.
When Josie was finally forced to raise her rates (because, well… life), guess what happened?
Did her clients riot in the streets? Nope.
Did they abandon her in droves? Nope.
Did she get hate mail? Not a single one.
In fact, most of them said:
“Finally! We’ve been telling you to charge more for years!”
She realized she had been telling herself a story that wasn’t even true.
So, let’s get real for a second:
Do you feel guilty charging more?
Are you afraid people will “judge” you for making money?
Do you believe that being in service means struggling financially?
If so, your brain is tricking you.
You weren’t put on this planet to be a martyr.
You deserve to be well-paid. To live well. To not just survive but thrive. Because the truth is—you can’t pour from an empty cup.
Burnt-out, overworked practitioners don’t change lives. But those who have the energy, freedom, and resources make the biggest impact.
What Happens When You Step Out of the Broke Mindset?
For the first time, she had financial breathing room.
For the first time, she had control over her business.
And guess what? Her clients respected her MORE.
Because when you value yourself, the right people will value you too.
Final Thought: You Deserve More Than Struggle
If you’re feeling stuck, it’s time for a reality check.
1️Being overbooked and underpaid is NOT success.
2️ You need to invest in business growth, not just techniques.
3️ Your mind is either keeping you stuck or setting you free.
So, ask yourself:
Are you going to stay like Josie… or are you going to step into the next level?
Your clients need you. But they need the best, healthiest, most energized version of you.
And that version?
She’s not overworked. She’s not stressed about bills. She’s making an impact AND making money.
Which one do you want to be?