In this video, I’m talking to every home baker and small cake business owner who is still making cheap cakes and giving discounts “every now and then” because you think people will bring you customers. Let me be very clear: you’re shooting yourself in the foot. When you keep underpricing, you don’t gain loyal customers the way you imagine—you lose credibility, you lose trust, and most importantly, you lose the money you need to keep your business afloat. I shared a real experience from when I moved to Swindon and I was trying to build my customer base. I relaxed my pricing for someone (and I explained why), but when a new customer came through referral, she resisted my proper price because she already had a number in her head. She compared her detailed custom character cake request to the cheaper cake I did for someone else and expected the same price—which was ridiculous—so I lost the order. My takeaway is simple: stop charging low intentionally, stop random discounts, and if you discount strategically, set clear boundaries. Go back to the drawing board, do your calculations, and price your cakes right—even if not everybody will accept it.