2 builders who never spoke to each other

Frame the price as a return, not a cost

Buyers who expect to earn from a tool file it in a different mental drawer from ordinary spending, and will take on debt for it. Pitch the purchase against the income, the skills or the audience it builds, and anchor it against the months they would otherwise spend working the thing out alone rather than against a competitor's price.

The method

1. 01

   Position tools for prosumers as an investment toward future income rather than as an expense, because that is how they justify the purchase to themselves.

2. 02

   Pitch to this buyer as an investment in their ambition, extra income, industry profile, a portable brand, an audience, new skills, rather than as a cost.

3. 03

   Price your offer against the months the buyer would otherwise spend teaching themselves, not against what competitors charge.

What it returned

• 1999

  Justin's own example: in 1999, while still in college, he took out a loan for a Sony TRV-900 and an editing PC because gear for making things sat in a different mental category from buying CDs or games.

• YouTubers, DJs, TikTokers, photographers, musicians and indie game developers are given as prosumer examples who buy gear, courses and tools hoping to earn from them.

• Katelyn Bourgoin's page frames the choice as spending months or years piecing together research methods versus one hour with her, and lists testing demand before building as one of the things that hour covers.

Sources

• Strategy Calls | Customer CampKatelyn Bourgoin · customercamp.co · HOW I CAN HELP · undated
• It's not just B2C vs B2B anymoreJustin Jackson · justinjackson.ca · Business-to-Prosumer (B2P) · undated
• The Prosumer market is underratedJustin Jackson · justinjackson.ca · The Prosumer Mindset · undated