Tuesday, August 18, 2026
Happy Monday!
As the departure date for my 3-week African safari approaches like a rampaging hippo…
I find myself vacillating between excitement for the trip of a lifetime and panic that I won’t be able to get everything done in time.
Time will tell, I suppose lol
Wish me luck!
Anyhow, onto today’s topic:
Pricing psychology.
You see, price is one of the most influential levers when it comes to conversions.
So it pays to get it right.
Price your offer too low and premium buyers will think it’s crap.
Price it too high and you’ll lose out on sales you could’ve had.
But regardless of where you set the price of your offer…
HOW you present it matters just as much.
And this is a mistake I see all the time…
Even among seasoned coaches, consultants, and experts.
Here’s what happens:
When the time comes to reveal the price on their sales page, webinar, or VSL…
They just lay it out there, naked.
“Sign up for today one payment of $497.”
- No anchoring
- No comparison
- No value stacking
- No justification
- No amortization
And you know what goes through the prospect’s mind when you do that?
“That’s too expensive.”
It lands like a wet fart in the middle of the library.
(pardon the visual)
Now, this doesn’t mean they can’t afford it.
It means the price they’re being asked to pay feels too high when compared against the value of what they’re getting.
Can you blame them?
If you haven’t bothered to anchor the value of the offer against a much higher price point…
If you haven’t compared it to similar solutions and what they cost (in both time and money)...
If you haven’t tallied up the value of all the components or justified why it’s such a good deal…
And if you haven’t amortized the cost down to the daily, weekly, or monthly cost they’ll actually be paying…
Then it’s no surprise they don’t feel like it’s worth it.
Even though you as the product creator *know* it is after pouring your blood, sweat, and tears into it…
You just haven’t positioned the price properly yet.
So if you’ve got an offer that’s not converting as well as you’d like it to be…
Start by auditing your price positioning and looking for ways to improve it.
This will vary depending on the niche and price point, of course…
(You don’t need to pull out the bazooka for a $3 offer)
But I’m willing to bet you’ll find some opportunities for optimization.
That’s all I got for ya today, though :)
Jim Hamilton
Learn how to build a profitable daily newsletter with Email Storyselling. Read by 5,000+ subscribers.