#311: Julie's Market Season Bombed. So She Raised Her Prices — and Sold Out

July 30, 2026

AI Summary

5 min read

A lamb farmer named Julie ended a farmers’ market season feeling like a total bomb. Her brain offered her an explanation that felt completely true: her prices were too high, and that was why nobody was buying. She was ready to act on that thought by lowering them. Instead, she joined a coaching program, worked through cost worksheets, and realized what she actually needed to charge to make a profit. She raised her prices significantly. That season, her product flew out of the freezer. The items she raised prices on the most sold out first.

This episode is not about pricing. It is about the single thought that almost cost Julie an entire season of sales and profit—and how the skill of managing that thought changed everything.

The Thought That Feels Like a Fact

Charlotte Smith, a farm marketing expert and mindset coach, explains that when something disappointing happens in a business—a slow market day, an email that generates zero sales—the brain immediately offers an explanation. That explanation is almost always negative: My prices are too high. People around here won’t pay that. Nobody wants what I offer. It sounds like a fact. It feels obvious. But it is not a fact. It is a judgment, a guess, a story the brain generates automatically.

Continue reading the full summary in the app — free to try.

Read Full Summary →

Free • No credit card required

Listen to Audio Summary Open in App

Never miss an episode of Profitable Mindset

Get every new episode summarized in your inbox — free, ~5 minutes to read.

No spam. Unsubscribe anytime.

What you'll learn

1 (01:21) **The Core Problem: One Thought That Costs You Everything** - Charlotte introduces the episode's central thesis: a single, seemingly true thought can cost farmers sales, profit, fulfillment, and even health.
2 (02:27) **Julie's Pivot: From Price Cut to Price Hike** - Julie's story takes a turn when she joins Charlotte's coaching program and discovers her pricing problem was actually a mindset problem.
3 (03:00) **The Real Lesson: It's Not About Pricing, It's About Your Mind** - Charlotte clarifies that Julie's story is a case study in how the brain offers up a thought that feels true but is actually fiction.
4 (05:00) **The Mechanics: Three Simple Steps to Change Your Thinking** - Charlotte introduces the three-step process she uses to coach farmers away from unproductive thoughts and toward profitable action.
5 (05:20) **Step One: Awareness and the "Thought Download"** - Charlotte explains how to become aware of the thoughts that are running in the background and causing discouragement.
6 (08:58) **Step Two: Question the Thought - Is It Fact or Fiction?** - Once the thought is written down, the next step is to interrogate its validity using coaching questions.
7 (12:18) **The Golden Rule: Never Decide from a Negative Feeling** - Charlotte shares a critical rule: never make a pricing or marketing decision from a negative emotion like discouragement, anxiety, or guilt.

+ Full timestamped outline available in the app

Guests on this episode

Charlotte Smith

Show Notes

Ready to stop saying yes when you mean no?

Free masterclass August 17th: Sign up HERE

A year ago, Julie ended her farmers market season calling it a total bomb — and she was sure the fix was lowering her lamb prices. Instead, she raised them significantly. Now, her product is flying out of the freezer, and the items she raised prices on the most sold out first.

Nothing about her product changed. Same animals, same quality, same markets. What changed was one sentence in her head. In this episode, I walk you through exactly how to catch the thought that's costing you sales, profit, and maybe the farm itself.

You'll learn:

Why "my prices are too high" feels completely true when sales are slow — and why it's almost never a fact
The three-step skill that separates what actually happened from the story your brain tells you about it
The one rule to follow before making any pricing decision: never decide from a discouraged thought

If your thoughts might be holding you back, come to my free class on August 17th — The Mindset Fix. I'm teaching the single most foundational coaching skill, the one that saved my life 25 years ago. There will be a replay. Save your seat: charlottemsmith.com/class

The Profitable Mindset Academy starts late August — all 26 coaching skills, weekly coaching calls for a year, open to all women, everywhere.

If this episode helped you, follow the show and leave a review — it helps more farmers find this work. 🩷