2 builders who never spoke to each other
Earn the higher price by proving what buyers gained
The ceiling on what you can charge is set by the value already visible to the market, so the free work comes before the premium launch and the price rise comes after the results are quotable. Once you can point to what customers earned with the material, the number stops being an assertion. Two outside opinions on what to charge are worth more than your own estimate of your work.
The method
- 01
Raise your prices once you can point to what customers earned with the material; two outside opinions are worth more than your own estimate of your work
- 02
The ceiling on your price is the value you have already given away, so the free work comes before the premium launch.
What it returned
- $1,000,000
Readers had made over $1,000,000 in combined revenue; two friends independently told him on the same day to charge more
- $149
Two years of freely published tips, screencasts and blog posts came before the $149 price
Sources
- Refactoring UI: A lesson in high pricesHarry Dry · Marketing Examples · Final Thought · undated
- Authority launches tomorrow morningNathan Barry · nathanbarry.com · New prices · 2015-05-26
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
More in pricing
- Make them pay before the thing exists8 unconnected · contested
- Decide whether a free tier earns its keep7 unconnected · contested
- Put a cheap rung below the expensive offer7 unconnected · contested
- Undercutting alone is not a position7 unconnected · contested
- Turn the service into a product with a public price7 unconnected
- Charge for the result, not the hours6 unconnected · contested