a single source, nothing corroborates it

Fix the packaging before you buy any traffic

Getting the offer right has doubled and sometimes tripled launch revenue on the same audience, which makes it the cheapest lever available and the one to pull before spending on acquisition. Split a large body of material into a few named tiers so buyers self-select by how serious they are, rather than selling interchangeable modules at one price each. Keep a cheap entry option so budget buyers are not excluded, and anchor the top package against the buyer's business outcomes.

The method

1. 01

   Pricing and packaging is the cheapest lever available for increasing launch revenue: fix the offer before adding traffic

2. 02

   Do not sell a large course as interchangeable modules at one price each; split it into three named tiers so buyers self-select by how serious they are

3. 03

   Keep a cheap book-only tier alongside the complete package so budget buyers are not excluded, while describing the lower tiers as not the full product

4. 04

   Anchor a professional price against the buyer's business outcomes rather than against other books

What it returned

• $29

  Sean McCabe planned to sell ten courses at $29 each; restructured to a $199 masterclass of ten courses, a $79 three-course tier and a $29 starter, and Learn Lettering took $93,000 in two days

• $249

  Tiers of $249 complete, $99 book plus videos discounted to $79, and $39 for the book alone

• $249

  Priced at $249 for the complete package on the argument that better experiences reduce churn for the companies buyers work at

• Reports that getting the offer right has doubled, and sometimes tripled, the revenue of every launch he has run

Sources

• Designing Web Applications — 2nd editionNathan Barry · nathanbarry.com · 2015-02-11
• How to double your launch revenueNathan Barry · nathanbarry.com · How to double your launch revenue · 2014-03-26