Pricing Strategies

Two Questions Prospects Unconsciously Ask Before Buying

Prospects unconsciously ask two critical questions: 'How can I know this is worth a lot more than I'm paying?' and 'Can you prove the result you're promising?'

Reveal Price at the Start Not the End

Experiment with revealing prices at the beginning of webinars instead of waiting until the end to reduce presenter anxiety and maintain audience engagement

Bridge the Value Gap With an Explicit Currency Exchange

Bridge the value gap by explicitly stating the currency exchange: 'If you could pay me $1000 but increase your energy by 50%, would that be a good deal?'

Direct Language Transitions Into Money Conversations

Talking about money apologetically lowers client trust, confidence and respect - instead use direct, professional transitions to financial conversations

Price Testing Can Increase Both Sales Volume and Revenue Simultaneously

Price testing can dramatically increase both sales volume and revenue simultaneously, defying conventional wisdom about price-demand relationships

Refine Communication Skills to 10x or 100x Perceived Value

You can increase perceived value by 10x to 100x by refining your communication and learning skills to frame everything as having much more value.

Forums and Search Engines as Prospect Discovery Channels

Value in information products comes from understanding customer needs, not from what you know - this transforms $20 products into $2000 products

Build Training Ecosystems With Multiple Price Points for Lifetime Value

Create comprehensive training ecosystems with multiple price points to serve different commitment levels and maximize customer lifetime value

Affluent Clients Respect Confident Pricing

Elite affluent clients prefer working with professionals who are confident about their pricing rather than embarrassed about getting paid

Premium Prices Attract Clients With More Skin in the Game

When you charge premium prices, you attract a different caliber of client who has more skin in the game and greater commitment to results

Direct Payment Structure Questions That Signal Professionalism

Ask direct questions about payment structures: 'how do you get paid in a situation like this' and 'how does the value exchange work here'

Three-Part Guarantee Structure That Builds Buyer Confidence

Create a three-part guarantee structure: the specific result they'll get, what happens if they don't get it, and what you need them to do

Every Missed Contact Equals Missing Sales and Income

Value is completely subjective—two books with identical production costs can command vastly different prices based on perceived worth

Free Services Without Buy-In Get Ignored

When you give away valuable services for free, customers often don't show up or pay attention because they haven't invested anything

Reference Live Training Prices to Justify Digital Pricing

Reference your live training prices to justify lower digital product pricing - 'If this was live training, I'd charge $2,000+'

Professional Sales — Understanding Needs and Moving Prospects to Purchase

Raising prices can actually increase sales volume, not just revenue, because higher prices signal greater value to customers

Selling Results Instead of Products — The Pricing Leap

Selling results instead of products dramatically increases pricing potential from $20-50 to hundreds or thousands of dollars

Framing High-Priced Programs as Cost Per Hour

Frame high-priced programs in hourly terms to demonstrate value - $1,997 for 100 hours of training equals $19.97 per hour

Better-Than-Risk-Free Guarantees Can Double Your Sales

Money-back guarantees can increase sales by 10-50%, while better-than-risk-free guarantees can often double your sales

Two Coaching Guarantee Payment Models Compared

Two payment guarantee models: pay upfront with money-back guarantee vs. bill after service with pay-only-if-satisfied

Price Testing Reveals Counterintuitive Customer Behavior

Price testing is a fundamental marketing strategy that can reveal counterintuitive results about customer behavior

Value Is a Process Called Valuing — Not a Static Thing

Value is not a thing but a process called 'valuing' that humans go through predictably when problems become urgent

Risk Reversal Guarantees to Overcome Client Hesitation

Use risk reversal guarantees to overcome client hesitation by guaranteeing specific results with clear conditions

Price Testing — Raising Prices Sometimes Increases Sales

Price testing can dramatically increase revenue - raising prices sometimes makes people buy more of your product

Break Down Time Savings Into Daily Monthly and Yearly Values

Break down time savings into daily, monthly, and yearly dollar values to make the math concrete and compelling

Ask Simple Direct Questions to Uncover Biggest Challenges

Ask simple, direct questions early in relationships to identify people's biggest challenges and frustrations

High-Price Clients Show the Most Gratitude

Clients who pay the highest prices show the most appreciation, respect, and gratitude toward their coaches

Using Product Bundles to Justify Higher Price Points

Creating product bundles with bonus materials can justify higher price points and increase perceived value

Teaching What You Learn Immediately Accelerates Your Own Learning

Price testing can reveal that higher prices actually increase both sales volume and revenue simultaneously

Systematic Price Testing With Head-to-Head Comparisons

Price testing should be done systematically with head-to-head comparisons to discover optimal pricing

Internet Businesses Can Test Prices at Lower Cost

Internet businesses can test prices more easily than offline businesses due to lower testing costs

10% Price Increase With Same Conversion Rate Can Double Profitability

A 10% price increase that maintains conversion rates can double the profitability of an offer

Higher Prices Can Increase Both Sales Volume and Revenue

Testing higher prices can dramatically increase both sales volume and revenue simultaneously

Add Informational Bonuses to Dramatically Increase Perceived Value

Add informational products as bonuses to dramatically increase perceived value at low cost

Demand Fixed Budgets from Professional Service Firms

Demand fixed budgets from professional service firms and be a bulldog about cost estimates

A 10 Percent Price Increase at Steady Conversion Can Double Profitability

A 10% price increase that maintains conversion rates can double your profitability

Get Paid While Doing Market Research — $97 Consultations

Use $97 one-hour consultation sessions to get paid while doing market research

Raising Prices Can Increase Both Revenue and Sales Volume

Raising prices can actually increase sales volume, not just revenue per unit

Why Higher Prices Signal Higher Quality

Higher prices can signal higher quality and exclusivity, making products more desirable rather than less. Price testing often reveals that prospects associate cost with value, and strategic price increases can improve both conversion rates and total revenue simultaneously.

Price Testing Revealed $300 Outsells $200 for the Same Course

Run head-to-head split tests with different price points. Test one price for a period, then test another, measuring both sales volume and total revenue. Eben found his course sold better at $300 than $200 through systematic testing.

Why Higher Prices Signal Quality and Drive More Sales

Higher prices signal quality and value to customers. When Eben raised his book price from $30 to $40, he sold 10 copies in one day—his best sales day ever—because customers perceived the higher-priced product as more valuable.

How Bonus Bundles Justify Higher Price Points

Bundle your main product with bonus materials and present it as a package. Eben sold his dating book with three bonus ebooks, which justified a higher price point and increased the perceived value of the entire package.

Price Signals Quality More Than Product Content Does

Price signals quality to customers. Two identical books can have vastly different values—one selling for $10, another for $1,000—based purely on how customers perceive their worth and the price point signals quality.

Price Testing — Systematic Method to Find Optimal Price

Price testing involves systematically changing your product prices to see how it affects sales volume and revenue. It's a fundamental marketing strategy that can reveal counterintuitive customer behaviors.

A 10% Price Increase Can Double Profitability

Even a 10% price increase that maintains the same conversion rate can double your profitability, since the additional revenue goes almost entirely to profit margins rather than covering existing costs.

Higher Prices Signal Greater Value — Price Psychology

Higher prices can signal greater value to customers, leading them to perceive the product as more desirable and actually purchase more. Price testing is essential to find the optimal price point.

A 100-Page PDF Sold at Premium Without Print Publishing

A successful ebook can be as simple as a 100-page PDF with small bonuses. It doesn't need to be published in print and can be sold profitably at premium prices if it provides value to customers.

Demand Fixed Budgets and Refuse to Start Without Cost Projections

Demand fixed budgets upfront and refuse to work with firms that won't project costs. Be a bulldog about estimates and require notification before any additional charges beyond the agreed amount.

Frame Price Against Value to Justify What You Charge

What you want to do is you want to set up the value proposition and really frame the price so it's positioned as being much, much more valuable than the price that you're charging for the product.

Value First, High-Ticket Later: The Conversion Ladder Approach

It isn't all about the hard-sell. Instead, he is offering value and connection to people so that they are comfortable to invest in his higher ticket price products.

Raising Prices Sometimes Makes People Buy More

you can do things like raise the price sometimes and people will buy more of the thing

No Cost Projection Means No Deal

unless you can project how much it's going to cost then we probably can't do business

Most Business Owners Throw Away as Much Profit as They Make

you're probably throwing away at least as much profit as you're making

Throwing Away as Much Profit as You're Making

you're probably throwing away at least as much profit as you're making

Losing the 80% to Get Five Times More from the 20%

by losing the 80%, we actually get five times as much out of the 20%

The Day the Price Increase Sold More Books

the day that I raised the price I sold more copies of the book

In Life You Get What You Negotiate

in life you get what you negotiate