Offers, Pricing and Packaging
Designing an offer that's specific enough to buy. Pricing without losing your nerve. Packaging into starter, standard and premium options. Lead magnets that attract the right people. Guarantees that lower buyer risk without putting the business at risk.
Designing Your First Offer
Turn a capability into a clear offer a stranger can buy in one decision. A named customer, a promised outcome, a defined scope, honest proof, a sensible price and a single call to action - on one page.
The opening eBook of the Offers, Pricing and Packaging category. It assumes you know what you can do and shows you how to shape it into something a real customer will choose this week, not something that needs a thirty-minute conversation to explain.
- 0.Overview and introduction
- 1.What an Offer Actually Is
- 2.Starting With the Customer Problem
- 3.The Outcome You Promise
- 4.Defining the Scope
- 5.Proof and Risk Reversal
- 6.Naming and Pricing the Offer
- 7.Testing and Improving the Offer
The 6 eBooks in this category
Designing Your First Offer
Turn a capability into a clear offer a stranger can buy in one decision. A named customer, a promised outcome, a defined scope, honest proof, a sensible price and a single call to action - on one page.
Pricing for Small Businesses
Set prices with more confidence. Cost-based, value-based, competitor-aware, hourly versus project, subscriptions, retainers and the quiet damage of undercharging.
Packaging Products and Services
Wrap your offer into tiers, bundles, retainers, subscriptions, starter products and premium options so customers can choose with confidence and average order value goes up without you working more hours.
Creating Irresistible Lead Magnets
Create useful free assets that attract the right prospects. Checklists, guides, calculators, templates, webinars, quizzes, samples and consultations.
Guarantees, Trials and Risk Reversal
Reduce buyer hesitation without creating dangerous promises. Guarantees, trials, demos, samples, pilots, staged commitments and proof.
Marketing Budgets and ROI for Small Businesses
Decide how much to spend, where to spend it and how to judge whether it worked. Allocation, channel testing, payback, customer acquisition cost.
What you'll take away
- A first offer that's specific enough for a stranger to say yes to.
- A price you can say out loud without flinching.
- Starter, standard and premium options that give buyers a real choice.
- A lead magnet that attracts the right people, not just anyone who'll download a free thing.
- A guarantee that lowers buyer risk without putting the business at risk.
Who this is for
- Service businesses still quoting every job from scratch.
- Product businesses undercharging because the market 'feels price-sensitive'.
- Owners about to discount their way through another quiet quarter.
- Anyone whose offer takes a long paragraph to explain.
The principles this category leans on
- 01Make the offer clear before you make it clever.
- 02Price the value you deliver, not the hours it takes you.
- 03Give buyers a real choice between two or three options.
- 04Reduce risk for the buyer in a way you can afford.
- 05Test pricing changes on small numbers before rolling them out.
Where this fits in the series
After Offers, Pricing and Packaging, most owners move on to Brand, Messaging and Content.
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