NEW: The fully revised and updated Second Edition of paid! is out now

Second Edition

For the consultant, coach or adviser who is excellent at the work, but still not charging enough for it.

How to Raise Your Fees and Get Paid What You’re Worth

The consultant’s guide to value pricing, higher fees and better clients.

Fully revised and updated for a world where AI is changing how professional value is created, judged and paid for.

Get Your Copy Now

★★★★★ Strong reviews from consultants, coaches and business owners

Paperback and Kindle available now. Every reader also gets the complete paid! Template Pack free.

paid! Second Edition book cover: How to Raise Your Fees and Get Paid What You're Worth by Peter Thomson

Let’s be honest

Are you being paid for your time, or for the difference you make?

You know you deliver value.

Your clients get results. They trust your judgement. They benefit from your experience. They often walk away better off because of your ideas, advice and guidance.

So why does the fee conversation still make so many good professionals hesitate?

A little discount here. A few extras added there. A proposal softened because you don’t want to “put them off”. A fee that feels safe, but is far lower than the value you know you create.

And every time that happens, you quietly train the client to see you as less valuable than you really are.

That is the real cost of undercharging.

It does not just reduce your income. It affects your positioning, your confidence, your client relationships and the kind of business you build.

The good news is this: undercharging is not usually a talent problem. It is a pricing knowledge problem. And pricing can be learned.

That is exactly what paid! gives you. A practical, proven way to price around value, raise your fees with confidence, attract better clients and become rightfully rewarded for the difference you make.

“This book is impossible to read...”

"I’ve tried several times and failed. Even getting to the end of a chapter is a struggle. It’s packed with such a wealth of practical approaches, brilliant ideas and real-life solutions you just have to put it down and take immediate action.”

Stephen Dann, Business Impact Solutions Ltd

Inside the book

What’s inside the Second Edition?

The Second Edition of paid! takes you on a clear journey.

Part One

Value Over Price

Stop selling your time. Start positioning the value of your outcomes.

You’ll discover:

✓Why setting fees by time is one of the most expensive mistakes a consultant can make
✓How to use the Contrast Principle so your fee feels like an investment, not a cost
✓Why discounting damages more than your margin
✓How to position yourself as the obvious choice before price is ever discussed
✓The two attribution errors that quietly keep good people undercharging

Part Two

Higher Fees

Charge what the value deserves, and say it without apology.

You’ll learn:

✓The proven pricing models Peter has used and taught for decades
✓How to move beyond day rates and project fees
✓How recurring revenue can turn one-off work into more predictable income
✓The difference between your offering and your offer, and why that changes what clients will pay
✓How to handle the fee conversation, including what to say when someone asks, “Can you do it for less?”

Part Three

Better Clients

Attract the people who value what you do, and let the price-shoppers go elsewhere.

You’ll see how to:

✓Focus your business using Peter’s Four Questions of Business Growth
✓Create lead magnets that attract the clients you actually want
✓Use author status to strengthen your positioning and increase trust
✓Build your supplier brand so clients see you as the expert, not just another option
✓Use AI to multiply the value you deliver, instead of letting it drag your fees down

New for 2026

Fully revised and updated for 2026

The principles of value pricing have not changed. But the world your clients are buying in has.

AI is reshaping expectations. Buyers are more informed. Competition is noisier. And too many professionals are being pulled into a race to the bottom because they have not clearly explained the value of their judgement, experience and outcomes.

This Second Edition has been rewritten and
updated for the market you are selling into now.

New chapter

The AI Advantage

How to use AI to increase the value you deliver, not reduce the fee you can charge. Why your experience, judgement, relationships and ability to create outcomes matter more than ever.

New chapter

The Power of Recurring Revenue

How to move away from unpredictable one-off work and build more reliable monthly income.

New chapter

The Fee Conversation

Word-for-word guidance for the moments when money is on the table and confidence matters most. Including how to respond when a client asks for a discount.

Already read the first edition?

Then this is not just a tidy-up. The Second Edition includes new chapters, updated thinking and fresh guidance for the way consultants, coaches and advisers need to position themselves now. Especially in a world where AI is changing how clients think about expertise, speed and value.

If the first edition helped you think differently about pricing, this edition will help you apply those ideas with more confidence in today’s market.

Free for readers

Your copy includes the complete paid! Template Pack

Reading about higher fees is helpful. Using the ideas in your next proposal is where the money is.

That is why every copy of paid! Second Edition includes access to the complete Template Pack.

Inside, you’ll find practical worksheets and scripts to help you apply the ideas from the book to your own practice. Including:

✓What To Say scripts for your next fee conversation
✓Pricing and offer-building worksheets
✓Client and proposal templates
✓Chapter-by-chapter action sheets
✓Practical tools to help you move from reading to doing

The Template Pack is free for readers. Simply scan the QR code inside the book to claim yours.

Get the Book + Templates

The paid! Template Pack: the companion toolkit of done-for-you worksheets

Here’s the deal

One undercharged proposal could cost you far more than this book

Think about the last time you reduced your fee to win the work. How much did that single decision cost you?

£500? £1,000? £5,000? More?

Now compare that with the cost of a paperback or Kindle book.

One idea from paid!, used in one proposal, could repay the cost of the book many times over. And there are 15 chapters.

Yes Peter, Send Me My Copy

Paperback and Kindle available on Amazon.

Don’t take my word for it

What Fellow Consultants say

★★★★★

[Paste Steve Neale’s testimonial from the current page here, word for word]

Steve Neale

[Role / company]

★★★★★

[Paste Sylvia Snowling’s testimonial from the current page here, word for word]

Sylvia Snowling

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★★★★★

[Paste Guy Musgrave’s testimonial from the current page here, word for word]

Guy Musgrave

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Straight from Amazon

What Amazon readers say about paid!

The first edition earned strong reviews from consultants, coaches and business owners
who used the ideas to rethink their fees, their positioning and their value.

★★★★★

“One of the best business decisions you will make this year”

[Paste this Amazon UK review, the one calling Peter ‘the doyen of business growth’]