Offers & Pricing
Recurring Models That Stick: Buy vs Stay
Economists tracked 7,752 gym members and found people on a monthly plan paid about 17 dollars a visit when a pass would have cost 10.
Limitations Are Expectations: Offers as Expectation Engineering
People valued furniture they built themselves 63 percent more than the same furniture ready-made.
Price by Income Share: The 1% Monthly, 10% Annual Rule
Buyers do not judge a price in dollars.
The Next Problem: How Every Solution Sets Up the Upsell
A French philosopher was given a fine new dressing gown and ended up replacing his desk, his chair, and his pictures.
Offer Economics Before Launch: Velocity Cap and Allowable Cost
A cinema subscription at 9.
The Patterns Behind the Offers That Sell
In the worst month of the 2008 recession, a carmaker told buyers they could return the car if they lost their job.
Offers Start With Principles, Not Products
Most offers are built backward: pick a format, write the ad, then decide what is inside.
Find the One Element That Works and Amplify It
Instagram began as a check-in app.
Quick Win Offers: Replace the Free Audit With a Paid First Step
The free audit and the free proposal ask a busy owner for an hour and give back a sales pitch.
Sell Outcomes, Not Deliverables: Half Your Copy Should Describe the Result
A list of deliverables tells a buyer what you will do.