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Pricing Strategy
Your price is the highest-leverage number in your business — it touches every sale you'll ever make. By the end of this course you'll know your true costs, understand the psychology that moves buyers, package your offers into tiers that sell, and have a plan for raising prices without losing customers.
No prerequisites — start here.
One number decides how much every sale is worth — and most owners set it by gut feel, then never touch it again. In six modules you'll learn the psychology that moves buyers, the math that protects your margins, how to package offers into tiers, and the 10% Rule for raising prices without drama. Stop guessing at your price. Start setting it like it's the most important decision in your business — because it is.
What you’ll learn
- Calculate your true cost and floor price so you never price below what keeps you alive
- Use anchoring, charm pricing, and tier design to present prices buyers say yes to
- Build an Anchor Ladder — three tiers that make your core offer the obvious pick
- Raise prices with the 10% Rule and communicate increases without losing customers
Is this for me?
Who is this course for?
Anyone who sets their own prices and suspects they're too low — freelancers, shop owners, course creators, consultants, product makers. If you've ever discounted out of fear or frozen your prices for years, this is your course.
What do I need before starting?
Your real numbers: what you charge now, what it costs you to deliver, and how many customers you serve. A spreadsheet and a calculator. No finance background needed — every formula is worked with plain examples.
How long does it take?
Six modules, about 30–45 minutes each. Most people finish in two weeks — and Module 2's numbers exercise alone usually pays for the whole course the first time you use it.
Module 0
Module 0: Start Here
Why pricing is the highest-leverage marketing decision you'll make, the Confidence Gap that's probably costing you money right now, and how to get the most out of this course.
Module 1
Module 1: The Psychology of Price
Buyers don't evaluate prices rationally — they react to anchors, endings, and signals. Learn anchoring, charm pricing, and the prestige-vs-penetration choice so your price says what you mean.
Module 2
Module 2: Know Your Numbers
Price from math, not fear. Calculate your true cost per unit, set your floor price and margin targets, and learn how lifetime value changes what you can charge up front.
Module 3
Module 3: Packaging & Tiers
One price is a take-it-or-leave-it. Three tiers are a guided choice. Build your Anchor Ladder, use decoy pricing honestly, and bundle products to raise average order value.
Module 4
Module 4: Raising Prices
The 10% Rule: raise a little, often, until resistance is real. Plus grandfathering decisions and exactly what to say when you tell customers — the email structure that keeps them.
Module 5
Module 5: Testing & Optimizing
Test prices without chaos: change one thing, run it long enough, and read revenue per visitor — not just conversion rate. And learn when to hold your price instead of flinching.
Choose your track
Not everyone needs the same path. Pick the one that fits where you are.
Quick-win track
Modules 0, 1, and 4: understand the Confidence Gap, fix your price presentation with anchoring and endings, then run your first 10% raise. Done in a week — most people see the money move here first.
Steady track
All modules in order, one per week. Do the Module 2 numbers exercise properly — it's the foundation everything else stands on. Revisit your pricing every quarter once the system is in place.
Rebuild track
Modules 2, 3, and 5 in depth: full cost audit, a brand-new three-tier Anchor Ladder, then a disciplined price test. For businesses repricing from scratch or launching something new.
Your build brief
Everything you write in the build brief prompts across this course's modules collects here. Download it as a designed PDF — and we keep a copy too, so when you're ready for us to build it for you, we already know exactly what you want.
Your answers save automatically as you type — on this device and to your signup email.
Teardown: one weak pricing page, one strong pricing page
The weak pricing page: a single box that says "$29/mo" under a feature list — "10 projects, 5GB storage, email support." One price, no context, no choice. The buyer's brain has nothing to compare it to, so it compares it to zero — to not buying. Every objection lands at full force because there's no frame around the number. And the feature list reads like a spec sheet, not a reason: nobody ever bought "5GB storage" because they wanted 5GB of storage.
The strong pricing page: three tiers — Starter $29, Professional $79 (marked "Most popular"), Enterprise $199. The $199 tier is the top rung of the Anchor Ladder: loaded with everything, priced high, bought rarely — and doing its real job, which is making $79 look like the sensible middle instead of the expensive option. The $29 tier exists so the page has a "cheap" door, but the jump from $29 to $79 feels small next to the jump to $199. That's the ladder working.
Now look at the endings and framing. The strong page doesn't list features — it lists outcomes: "Unlimited projects" instead of "10 projects," "Priority support — answers in under 4 hours" instead of "email support." And the middle tier gets the visual weight: highlighted border, the "Most popular" badge, the button in the brand color while the others are quiet. The page is steering, politely, toward the tier the business actually wants to sell.
What most people would get wrong: they'd try to fix the weak page by lowering the price to $19 — competing on cheapness, training buyers to expect less, and shrinking every future sale. The problem was never the number. It was the loneliness of the number: one price with no anchor, no choice, and no story.
The lesson: pricing pages don't sell numbers, they sell comparisons. Three tiers beat one price because the middle tier borrows reasonableness from the top. That's the Anchor Ladder — and once you see it, you'll notice every serious business uses one.
Want this done for you?
Rather do it with us? Our Pricing Audit ($697) — we audit your current pricing and deliver a new price architecture with packaging recommendations.
See done-for-you services