Chapter 1
Define exactly what the price covers
Turn define exactly what the price covers into a defensible pricing decision in 30–45 minutes, with explicit assumptions and a measurable test—without pricing an undefined package.
What you’ll get
- Primary pricing decision: Price the package, not the format label.
- Working calculation: Define the buyer and buying moment.
- Exit signal: one stable price hypothesis with a written change rule.
Before you begin
Bring the exact package, current costs, expected support, buyer alternatives, and available funnel data. Set a 30–45 minutes timer. Keep facts, estimates, and assumptions in separate columns.
Conversion checkpoint
Price is interpreted with the promise, proof, alternatives, and checkout experience. Do not read low sales as a price problem until you have enough qualified visits and can see where the buyer path loses momentum.
Price the package, not the format label
Two PDFs can have completely different value because one is a general explanation and another guides a high-stakes, repeated decision with tools and examples. Write the priced package:
- Core outcome
- Included components
- File/access formats
- Support level
- Update policy
- License or usage rights
- Delivery timing
- Bonuses that genuinely support the same job
If you change these elements, you are not running a clean price comparison; you are testing a different offer.
Define the buyer and buying moment
Name the audience, trigger, desired result, and current alternative. A template for an occasional hobby task enters a different decision than a workflow used for paid client work.
Use How to Research What Your Audience Will Pay For to collect real behavior and buying criteria.
Finish line
- The priced package and boundaries are explicit.
- Costs and assumptions are visible.
- The test changes only one meaningful variable.
- The next price change has a reason and decision rule.
