Ann Carden: Are You Going Low When You Should Be Going High?

Ann Carden is a business growth strategist and the CEO of Expert in You, a marketing and media agency. She works with professional service entrepreneurs who are excellent at what they do but whose pricing, positioning and brand don't show it. Her rule of thumb: most experts can charge three to ten times what they make per client.

Ann and Jeremy Rivera get into why high-end clients are easier to work with, how she moved an interior designer from bathroom remodels into six-figure commercial and luxury projects, and why paying for SEO and Google Ads can be the wrong play when your buyers only arrive through relationships. Read the full recap on Unscripted SEO.

In this episode

• The stumbling block for experts: they get better at the work but never change the business model
• Moving from B2C to B2B, and why the buyer has to see the investment and the value
• Why clients who value time over money are less stress, not more
• Company brand vs personal brand, and what you can actually sell one day
• Credibility is not identity: "we've been in business 45 years" is not why anyone buys
• When SEO is the wrong channel: buyers who never search for a business coach
• Specializing in a commoditized market
• Premium as your first scale strategy, before new cities or new markets

Quote

"If you can sell $20,000, $50,000 packages or clients, right? You've got a million dollar business. It's a lot easier to manage 20 clients than it would be to manage a million clients at a dollar." - Ann Carden

Read more

• When SEO is the wrong channel on SEO Arcade
• You're undercharging: the premium pricing case on Jeremy Rivera SEO

Connect with Ann Carden

• The Expert in You podcast
• Ann's books
• YouTube

Recorded June 2025. Host: Jeremy Rivera.