Offers & Pricing
Quick Win Offers: Replace the Free Audit With a Paid First Step
A free audit asks a busy owner for an hour and gives back a pitch.
Membership Retention: How to Keep Members Paying Past Month Two
Membership retention, worked out in months: how long a member must stay to pay for themselves, when to bill monthly or yearly, why free trial users are not members yet, and how to get a win before the second card statement.
Setting Customer Expectations: Map Every Objection to Your Offer
Setting customer expectations starts before the sale.
Upsell Strategy: Sell the Next Problem Your Product Creates
A good upsell strategy sells the fix for the problem your first product creates.
Offer Economics Before Launch: Allowable Cost and the Churn Ceiling
Offer economics before launch: four lines that tell you what one customer pays, what serving them costs, and what you can pay to win the next one.
Offer Examples: Six Checks That Show Why Yours Is Not Selling
Offer examples that failed, and the one line that fixed each.
How to Create an Offer: Start With Principles, Not Products
How to create an offer that does not need a new hook every month: start with what must be true for your customer to get the result, then build the point of view, process, product, message and promotion in that order.
Funnel Optimization: Find the One Element That Wins, Then Spread It
Funnel optimization that starts with the part buyers already love.
Sell Outcomes, Not Features: Give Half Your Copy to the Result
How to sell outcomes, not features: measure how much of your page goes to features, benefits and the outcome, find the feeling under the result, and test the offer with one question.
How to Price Your Product From Your Buyer's Income
How to price your product or service from your buyer's income: a monthly price near 1 percent of what they earn in a month, and a one-time ceiling at 10 percent of their year.