Episode 170: How Your Thoughts Affect Your Business Worth

A lot of growing up has revolved around knowing your worth and the value of yourself. But, what about knowing the worth of your business? Or how the way you perceive your worth and value affects the way your potential clients see your business? Many times, we don't recognize how smart we are and therefore, we are not charging what we are worth.  Knowing your worth and the value of your services directly impacts how potential clients see your business in a HUGE way. How do you begin to understand the worth of yourself and your business? This week, I had the opportunity to speak with Angus Nelson, the Director of Development for Golden Spiral Marketing, as well as, the host of the "Up In Your Business" podcast and has spoken for brands like Walmart, Whole Foods, BMW, Coke, & Adobe. Angus dove deep into what makes up your worth as a business and how you can continue to grow and expand that worth.  Biggest Takeaway You Don't Want to Miss It's so easy to not charge what you're worth and that's simply because sometimes it hard to identify the complexities we feel within ourselves. If we have negative thoughts regarding the business or our own capabilities in succeeding and growing the business, it is so easy for the potential clients to see that. At that point, we are giving them the arsenal they need to reject us.  To know your worth, it's best broken down as an acronym. W- Who is your ideal client? O- What Opportunities are you presenting? R- What is your Relationship with clients? T- How are you Thinking in regards to the business? H- Where is your Heart? Show Highlights What is a statement of worth all about? [2:20] Real world example of the effects of how you value your business [5:30] Brand phrasing and the relationship it develops with a client [9:35] What happens if we don't reject clients that don't see our worth? [11:27] How to provide amazing customer service [14:40] The importance of consistency in your business [17:57] How your uniqueness sets you apart [20:19] Your Thinking [24:10] How to achieve self development as an entrepreneur [27:50] Links Angus's Freebie Jump Consulting Mastermind Snap Chat glasses Share the Show Did you enjoy the show? We would love it if you subscribed today and left us a 5-star review! Click this link – Bella In Your Business Click on the ‘Subscribe’ button below the artwork Go to the ‘Ratings and Reviews’ section Click on ‘Write a Review’ Transcript: This is episode 170 of Bella in Your Business. Hi there, I'm Bella Vasta from Jump Consulting. You might know me from CBS, NBC, Fox, Huffington Post, Entrepreneur, or maybe you've seen me speak on stage or read my book, The Four Dogs That Every Business Owner Needs. In any case, get ready because you're about to get your hashtag Bella Butt Kickin' in this next episode of Bella in Your Business. So what do you say? Let's get ready and jump. Welcome to Bella in Your Business. My name is Bella Vasta, and today I've got Angus Nelson for you. Angus is the Director of Development for Golden Spiral Marketing, helping business-to-business tech companies own their market. He's also the host of Up in Your Business—I love that name because it’s close to mine—and has spoken for brands like Walmart, Whole Foods, BMW, Coke, and Adobe. Angus is kind of the real deal. On a personal note, I met Angus a little over a year ago at Social Media Week Lima, Ohio, and was blown away by his presentation. He takes you to church. He had the entire room hooting and hollering—it was an experience. I love when speakers leave the room with a heart change, and he was so knowledgeable. I also got to meet his daughter at Social Media Marketing World, and he’s just someone you want to start following because he’s got lots of awesome truth. Without further ado, Angus, welcome to the show. Angus explained that the premise of worth is understanding that our entire world is based on an exchange of value. From the earliest barter systems of chickens and goats to today’s cryptocurrency, everything has an assigned worth—even if we can’t touch or see it. In business, our services and products have value to people, but we must first deliver that value properly. Many times, we don’t charge what we’re worth because internally, we hold limiting beliefs about our value. Those limiting beliefs often show up in our marketing—they’re projected into the copy, tone, and overall message, unconsciously giving customers excuses not to engage with us. Angus gave a vivid metaphor: if a brain surgeon offered to operate on you for $62 because it would take 62 minutes, you’d laugh. You’re not paying for time—you’re paying for expertise, years of study, and the value of that knowledge. The same principle applies to pet sitters and dog walkers. You’re not just spending 20 minutes with a pet; you’re bringing expertise, care, and trust. You know how to engage with animals, how to treat them with love and respect, and you’ve invested time and resources to gain that knowledge. You’re not charging for what you do—you’re charging for what you know. He explained that when business owners don’t recognize their own worth, they project that lack of confidence into their copy. Instead of leading with “I’ll come for 20 minutes for $20,” lead with empathy and understanding of the customer’s pain points. Speak to their fears—what keeps them up at night. Have they worried about their pet’s safety? Have they had bad experiences before? By voicing those concerns, you’re creating emotional resonance and establishing trust. You’re inviting them to say, “That’s me,” and to choose peace of mind over bargain pricing. He also shared the acronym WORTH: W – Who is your ideal client? You have to be willing to say no to clients who don’t align with your value. If they’re haggling or trying to lowball you, they’re not your client. O – Opportunity. What opportunity are you presenting to your customers? You’re offering your knowledge, your reliability, your professionalism, and your care. R – Relationship. Build trust and connection through consistent engagement—email updates, helpful tips, and personal touches. Customer service is your greatest marketing tool. T – Thinking. Get rid of limiting beliefs that hold you back. Recognize that you are amazing, capable, and deserving of success. You project who you are to your market. H – Heart. Love what you do, love your customers, and love their pets. The more you care about them, the more they’ll care about you. They discussed how customer experience backs up premium pricing. Delivering great service means creating memorable experiences—from small gestures like handwritten thank-you notes and dog treats to consistent communication through email or text. Regular updates like “Wag Wednesday Tips” or “Pawsitive Moments” show consistency and build trust. Consistency signals reliability, and reliability creates loyalty. Angus emphasized that customer service becomes your most powerful marketing. Take photos and videos during walks, show your genuine engagement, and use those visuals to tell your brand story. Use customer testimonials and, importantly, use their words in your marketing copy. The language your happy clients use to describe your service is gold—it connects emotionally with new customers. He also encouraged business owners to stop comparing themselves to others. Each person has a unique energy, humor, and style that no one else can replicate. Ask trusted friends or clients what makes you stand out, then lean into that. Capture your unique voice and translate it into your brand and marketing. They also discussed mindset and personal development. Being an entrepreneur can be isolating, so Angus encouraged finding mentors, coaches, and communities for accountability and growth. Everyone needs connection and accountability to move forward. Mentors can help you see past your blind spots and push you to level up. Surround yourself with people who challenge and inspire you—not those who make you feel small. “If you hang around chickens, you’ll be a chicken. If you want to be an eagle, hang out with eagles,” he said. He reminded listeners that in storytelling, you’re not the hero—your client is. You’re the guide, like Yoda to their Luke Skywalker. Your role is to help them succeed, to make their life easier and their pet safer. That’s what true service looks like. Finally, Angus shared a resource for listeners. You can visit goldenspiralmarketing.com/bella to download a detailed competitive analysis worksheet. It helps you study your competitors’ messaging, social presence, and positioning so you can find how to stand out. It’s in-depth and perfect for business owners ready to refine their brand strategy. Bella closed by thanking Angus for his wisdom and energy, encouraging listeners to join the Jump Consulting Mastermind for accountability and support. She reminded everyone that when life gets you down—always keep jumping. So what did you think? Did you love this episode? I sure hope you did because I put a lot of love into this for you. The best way you can show me that is by going to iTunes, Stitcher, Google Play, or wherever you listen to your podcast and leaving a review. I just might read it on the next episode. I also want to remind you that when life gets you down, remember to always keep jumping. Thanks for listening.