3 builders who never spoke to each other

Cut the catalogue down to what a buyer can choose

Every extra option is another question the prospect has to resolve before paying, and people afraid of choosing wrong choose nothing. The operators who tested it kept a single course, a single group to join and a single done-for-you option, gave each one price, and scrapped tiers whose scopes differed only slightly because prospects started pricing the gap instead of buying. Adding products does lift the revenue floor, but the cost is a lineup nobody can navigate and a sale that needs several calls to close.

The method

1. 01

   Count every option you list as another question the buyer has to resolve before paying, and remember that people who fear picking wrong will choose nothing at all.

2. 02

   Cut the catalogue down to a single course, a single community and a single service, so the customer picks a way of working rather than a tier: do it alone, do it alongside others, or have you do it for them.

3. 03

   Give each product a single price rather than splitting it into beginner, intermediate and advanced editions plus a bundle, because the buyer stalls comparing them and buys nothing.

4. 04

   Do not build service tiers whose scopes differ slightly, since the prospect starts pricing the difference between packages instead of deciding to buy.

5. 05

   Sell one consulting package shaped around the need most of your clients share, and present it as the only option.

What it returned

• $497

  Welsh's illustration is a three-tier ladder at $497, $997 and $2,997, where the prospect gets stuck asking whether the extra scope justifies the gap.

• Welsh's caps are one course at one price when starting out, at most two membership types being an open community and a private mastermind, and one core service with an optional faster version.

• Every course Welsh sells carries one price. A Creator MBA student who had built four services, five courses at assorted prices and three membership tiers was taking only a few thousand dollars a month.

• That was Welsh's structure during his consulting years.

Sources

• Choice Paradox - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · The Psychology of the Choice Paradox · undated
• [Coaching: Maia #20] Funnel for a High-Ticket Offer, Nurturing Community Members + the Balance Between Free vs Paid Content - Double Your FreelancingZach Swinehart · doubleyourfreelancing.com · [Coaching: Maia #20] Funnel for a High-Ticket Offer, Nurturing Community Members + the Balance Between Free vs Paid Content · 2024-04-17
• How many trials should I be getting for my SaaS?Justin Jackson · justinjackson.ca · How many trials should I be getting for my SaaS? · undated
• Delete some of your offersJustin Welsh · justinwelsh.me · The Bottom Line · 2024-12-14
• How too many products can hurt your businessNathan Barry · nathanbarry.com · 2014-08-01
• No New CategoriesGreg Kogan · gkogan.co · Test Categories Before Committing · 2020-08-07