How to Increase Prices 222% Overnight
Without Improving Your Product
(With long-form sales pages)
sohelpful.me/chiaracokieng
Did you just pull a price
out of your a**?
Why this is important to learn now
• You probably can’t afford to use penetration
pricing, i.e. Price low.
• For most small businesses, profit must come before
market share.
sohelpful.me/chiaracokieng
What we are going to learn
• The truth about pricing
• Superior salesmanship (in print)
• How to price high and justify value
SoHelpful.me Before and
After
Or why you should listen to me
sohelpful.me/chiaracokieng
SoHelpful.me: Before
• Takes 30 days to get paid
• Even if they don’t cancel, we only get
paid $9.
• “We need to add features to increase
prices...”
sohelpful.me/chiaracokieng
SoHelpful.me After
What we did: What should have happened:
• Published a 67-page
salesletter
• Removed free trial
• Increased price from
$9/month to $29/month
sohelpful.me/chiaracokieng
• Nobody has time to
read long copy, right?
• Higher price and no
free trial lead to lower
sales
Instead, here’s what happened
sohelpful.me/chiaracokieng
Think about it.
• Wait 4 months to earn $27 -> $116 in 4
months
• No buy-in -> “Let’s make this thing
worth it.”
sohelpful.me/chiaracokieng
So... How do you
write a sales page that
supports a high price?
sohelpful.me/chiaracokieng
5 points and 30 minutes
1. The product-price chain
2. Will people really read this crap?
3. The getting of attention (long copy) and money
(high prices)
4. A super simple salesletter
5. Easier than you think...
sohelpful.me/chiaracokieng
1. The product-price chain
• “What, this thing I just hacked together?”
• What customers don’t care about
• Low price = not valued
• Just a tool in your marketing toolbox
• Price high and justify
• Your goal: escape apples-to-apples and become a
category of one
sohelpful.me/chiaracokieng
2. Will people read this crap?
sohelpful.me/chiaracokieng
3. The getting of
attention (long copy)
and money (high prices)
sohelpful.me/chiaracokieng
Find out what’s important to
people.
How?
sohelpful.me/chiaracokieng
What to listen for
• What frustrates them
• What they'd like to see as a solution
• What they can't live without
• Powerful quote
sohelpful.me/chiaracokieng
4. Super simple writing system
“You can build on top of a lot of things that exist in this world.
Somebody goes in and does that hard, ground level science based work.
And then on top of that, you build the art.”
--David Heinemeier Hansson, Creator of Ruby on Rails
sohelpful.me/chiaracokieng
A few notes about editing...You can’t bore your customer into buying.
1. The difference between good writing and great writing is always verbs.
2. Use 80% active voice.
3. Make it readable– Break up long and paragraphs
– Use headlines and subheads
– Bold important stuff
sohelpful.me/chiaracokieng
5. Easier than you think
“You can close more business in two months by
becoming interested in other people than you can
in two years by trying to get people interested in
you.”
--Dale Carnegie
sohelpful.me/chiaracokieng
What now?
• Price high and justify.
• Get 5 customers on the phone. Listen.
• Get the super simple salesletter
template here: http://blog.sohelpful.me/growthhuddle/
sohelpful.me/chiaracokieng
Is there anything I can
clarify?
http://blog.sohelpful.me/growthhuddle/
@chiaracokieng
[email protected]/chiaracokieng