a single source, nothing corroborates it

Add a tier above to anchor the one you want sold

A high option changes how the middle one reads without anyone having to buy it, and the saving can be stated in cash by pricing the cheapest tier as the unit. Pitch downward, opening with the expensive package and offering the cheaper ones as fallbacks when budget comes up. A high touch top tier priced against the cost of getting the decision wrong is the natural top rung, but a tier you never actually pitch sells nothing however high the number.

The method

1. 01

   Add a top tier specifically to anchor the choice, so the tier you actually want people on stops looking expensive.

2. 02

   Use the price of the cheapest tier to anchor the value of the biggest one and state the saving in dollars

3. 03

   Pitch the tiers in descending order of price, offering the cheaper ones as fallbacks for people who say the top one is out of budget

4. 04

   Add a high-touch top tier that fixes the mistake your customers keep making, and price it against the cost of getting that decision wrong

5. 05

   A tier you never actually pitch will sell nothing, however high the price

What it returned

• $129

  A $129 option reframed the $59 middle package as affordable

• $29

  Each lesson shown as worth $29 by the starter tier, making the ten-course package a $90 saving

• $199

  Recommended order was $199 masterclass, then $79 intermediate, then $29 starter as a try-it option

• $499

  A $499 package including a call to review the buyer's topic and launch plan, pitched against the gap between a first book launch that earns a few thousand dollars and one that earns tens of thousands

Sources

• Authority launches tomorrow morningNathan Barry · nathanbarry.com · Let's make sure you start off on the right foot · 2015-05-26
• $26,679 in 24 hours: Stats from my latest book launchNathan Barry · nathanbarry.com · Sales Numbers · 2012-12-21
• How to double your launch revenueNathan Barry · nathanbarry.com · Crafting an offer · 2014-03-26
• How Nathan Barry and Sacha Greif Sold $39k Worth of eBooksNathan Barry · nathanbarry.com · Pricing Strategy · 2012-10-03