Shownotes
In this episode of the Deeply Rooted Business Podcast, we’re tackling one of the most common (and stress-inducing) questions we get: How should I price my offer?
From price point panic to overcomplicating your tiers, we walk through the biggest pricing mistakes we see during launches—and how to fix them. You’ll hear real client stories (like the $500 upsell that generated $75K), tips for aligning your prices with your audience’s stage, and strategies to increase revenue without making your offer feel inaccessible or manipulative.
Whether you’re planning your first launch or optimizing your evergreen funnel, this episode will help you get your pricing aligned and working for you.
In this episode, we cover:
- 01:03 How to align your pricing with what your audience is actually ready to invest in
- 04:09 The key to boosting cart value without turning buyers off
- 09:21 How to structure multiple pricing levels without overwhelming your audience
- 11:26 When urgency actually helps
- 14:30 How to create urgency without relying on fake deadlines
Links and resources mentioned:
- Listen to Increasing Sales & Enhancing Client Retention Through Strategic Email Marketing: https://player.captivate.fm/episode/5d88206b-1d01-4cdb-9fe0-59892944d465/
Meet Your Hosts
Jessica Walther is the founder and CEO of The Launch Collaborative and Sustainable Success Systems. As a launch strategist and systems consultant, Jess is dedicated to helping solo business owners and small-but-mighty teams build businesses that deliver both peace and profit. She specializes in creating sustainable growth strategies that align with her clients' values and lifestyles.
Rachel Lopez is the founder and CEO of Gal Marketing Agency, a boutique email marketing and strategy firm. With over a decade of experience, Rachel helps heart-driven entrepreneurs craft intentional marketing strategies that attract, nurture, and convert leads sustainably. Her human-first approach ensures that marketing efforts feel authentic and effective .
Together, Jess and Rachel blend systems, storytelling, and soulful strategy to help you grow a business that's deeply aligned with your life—not just your revenue goals.
Connect With Us:
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Get Jess's Sustainable Success Systems Starter Kit, a Notion Business Management Systems that takes your business from overwhelmed to organized with 4 foundational workflows. <<Learn More Here>>
Diagnose Common Launch Problems and Fix Them Fast! Get the Launch Cure Guide : https://www.thelaunchcollaborative.com/launch-cure
Get Rachel's Guide to a High-Converting Email list to learn 4 shifts to elevate your emails & embrace sustainability in your marketing. <<Get it Here>>
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Transcripts
When it comes to planning launches, the number one question we get from potential clients is about pricing.
Speaker A:What should we price it and how do we go about that?
Speaker A:So pricing can feel like the ultimate Goldilocks problem.
Speaker A:Right.
Speaker A:If you set it too low, people may not take it very seriously or think it is valued, have any value essentially.
Speaker A:Or if you price it too high, some people may not even give it a second thought to actually purchase it.
Speaker A:It really is something that is a make or break for a lot.
Speaker B:Yep.
Speaker B:So today we're going to be unpacking the base pricing mistakes that we see our clients make along with some best practices and strategies that we think will work really well.
Speaker B:So when we talking about upsells, downsells, tiered offers, all things pricing to help you maximize your revenue without tricking anyone.
Speaker B:And I'm going to be sharing a story of my client who added one $500 upsell to his offer and it ended up generating over $75,000 in revenue.
Speaker A:So let's get into number one, which is the alignment of your buyer and your actual price point.
Speaker A:Because this I think is the biggest, I would say point you need to focus on.
Speaker A:Right.
Speaker A:If you're talking to small businesses or even small, if you're talking to people who are starting a business and it's X amount of thousands of dollars, you're probably out priced in that sense, wouldn't you think?
Speaker B:Yeah, for sure.
Speaker B:I think about this a lot in my launch services offer because my like top tier launch I'm launching for you service is very, very expensive to the point where a lot of smaller coaches who are running programs that may be getting, get 20 to 30 people in it.
Speaker B:Like it wouldn't make sense for them because the revenue is not, they're not going to get any ROI because any profit they make is going to go to paying me to help them out.
Speaker B:So it's really about creating your offers in a way that your ideal client can assess.
Speaker B:And maybe and what I'm doing to kind of combat this is instead of having like all in support offer, I want to do some sort of like group coaching consultation launch offer where you'll get access to me, you'll get access to my brain, you'll get access to my strategies.
Speaker B:But you, I won't be in your business physically doing it every day.
Speaker B:So therefore it makes more sense for people that are in those like beginning stages of scaling their launches to invest in.
Speaker A:Yeah, pricing is definitely less about like what you think it's worth and more about how can you make it the product the right fit for that for your like audience to be ready to invest in?
Speaker A:I think that's really important.
Speaker A:And I will add one tiny little rant in here about something that we see and actually one of our clients, that one of our shared clients did this where you know, you're constantly encouraged to increase your prices and like make something it couldn't quote like signature offer and kind of out price yourself in the sense of like you only need half of the amount of leads that you're calling in in order to meet your revenue goals.
Speaker A:When in reality that's kind of the backwards way to look at things.
Speaker A:Because it really did, in our, in like in this particular case, it really did completely derail a very successful launch because we had adjusted the price so much that you know, I mean at this point it's like we can only say as advisors of a launch, hey, don't do that.
Speaker A:Like this isn't going to make it super successful when somebody already kind of has their mindset to it.
Speaker A:But it really can derail a very solid like validated product, validated audience by out pricing it and kind of really hoping on just meeting a revenue goal versus working backwards to scale a product sustainably.
Speaker B:Yep, yep.
Speaker B:So really pricing is something that you need to go into with intention.
Speaker B:It needs to be aligned with you, it needs to be aligned with your capacity, it needs to be aligned with your clients.
Speaker B:We talk about alignment a lot, but when you do this you're going to see higher conversions and you're going to spend less time like selling second guessing yourself when everything feels right to you.
Speaker B:So next we want to talk about the Ascension model or upsells order bumps down, sells kind of like Rachel likes to talk a lot about average lifetime value of a client or like average cart of a client.
Speaker B:It is so much easier to get someone to spend money with you if they have already made the decision to invest with you once.
Speaker B:So one of my favorite favorite things to do right now is to, to add on upsells or order bumps inside of our launches.
Speaker B:It really helps to give those people who may be looking for like a little more support, a little more hand holding, an option to get the kind of support we need.
Speaker B:So to be some like specific about some of these that we've done before is one of my clients, the one that added the $500 VIP option.
Speaker B:On all this included it was a coaching program and all this included was additional calls where you could go on with a smaller group.
Speaker B:This was kind of a large coaching Cohort on a smaller group, get individual guidance.
Speaker B:You got first access to some sort of things like that.
Speaker B:But like people just love being VIPs.
Speaker B:Like we call them a VIP, like a special banner.
Speaker B:And we ended up creating this additional $75,000 in revenue during his last launch.
Speaker B:Now that was a $3 million launch, but you can add, I guess, take more money off the table every single launch.
Speaker B:I have a client who's launching right now.
Speaker B:She's doing a gut program.
Speaker B:We have an additional add on where they can add a GI map testing and interpretation on that.
Speaker B:And it really works well for people that maybe wanted to work with her one on one but can't afford the one on one option.
Speaker B:So they have to go with group.
Speaker B:But they still need a little bit more insight like what is actually going on in their gut.
Speaker B:And she's able to kind of provide that in a more accessible manner for them.
Speaker A:I just put my little email marketing hat on and say this is where your email list shines because you have those automations of segmentation tagging capabilities to kind of say, okay, this person's ready for this offer, this person's ready for this upsell.
Speaker A:And it really creates this like very fluid sales system that's happening on the back end through automation that's designed to add maximum revenue.
Speaker A:And like the goal isn't to get 10 people that are going to spend $500 with you.
Speaker A:The goal is to get 10 people who are going to have a lifetime value of $5,000 plus over and over and over in a way that like you asked for the sale once in a manual way or through a launch of some sort and your automation carried the weight and did the rest of it, then you can say, okay, now it's time to get 10 more people through this one simple thing.
Speaker A:I think that's where your email list can create so much value in a launch.
Speaker A:You can have upsell bumps and like order bumps and things like that in your launches.
Speaker A:But like you're not going to be launching every single month.
Speaker A:So you have to have systems that take these people who are converting into your offer suite non launches and launches and really create that magic conversion happening without you having to like really lift a finger.
Speaker A:Yeah, I mean you set it up.
Speaker B:Yeah, I kind of want to dig in before we move on to the next one just a little bit about like what each of them are.
Speaker B:And so that.
Speaker B:Because I think it's really important for people to think about like when to offer that upsell.
Speaker B:So an order bump.
Speaker B:If You've never heard of it before is that's like when they're at the cartoon, usually there's like a little thing at the bottom.
Speaker B:It's like, do you want to add on this?
Speaker B:And like you click that and it adds that.
Speaker B:A lot of times it's like a template or another companion thing, typically a lower price point.
Speaker B:But we're actually doing this client's GI map testing as an order bump, and it's a $500 price bump.
Speaker B:An upsell usually would happen like after they check out.
Speaker B:It can either happen immediately after they check out.
Speaker B:Maybe they go to another page and you try to give them something for that's going to give them extra support.
Speaker B:Or maybe it's happening like later on down the line when that client would naturally be ready for it.
Speaker B:So those are kind of the different.
Speaker B:And then there's also like downsells this maybe you went through a launch and it was an expensive high price point and nobody bought.
Speaker B:So now you're going to give them like maybe just like the bite size.
Speaker B:Yeah, that or maybe just like the first module to help them get started.
Speaker B:So I think that just goes back to a line strategy.
Speaker B:Knowing your offer suite, knowing like what your customers need at what time to make sure that you're presenting these other offers at the.
Speaker B:At the right time.
Speaker B:So I really want you to think about it, like, where in your offer speed could you add on an upgrade that people would be interested in and take you up on it and so that you can increase your customer value?
Speaker B:Yes.
Speaker A:And if you want, I think we did an episode of customer lifetime value.
Speaker A:We'll make.
Speaker A:I'll try to find it and link it below.
Speaker A:But it really is one of those metrics that it had to been in the KPI episode.
Speaker A:It's one of those metrics that can really show where you're scaling and like growing your business in a way that is like sustainable, manageable and like absolutely genius to focus on versus number of conversions.
Speaker B:Yep.
Speaker B:Okay.
Speaker B:So how do you feel, Rachel, about tiered offers?
Speaker A:I think they're necessary.
Speaker A:Right.
Speaker A:Like let's say you are going that big $5,000 signature offer.
Speaker A:I do think tiered is what's going to create a lot of those sections.
Speaker A:But I have seen them done in a very confusing way, which I tend to be like, what is all of this?
Speaker A:Like, what do you.
Speaker A:What do you mean?
Speaker A:I have this one and then what's the difference between this one?
Speaker A:So I think is it really does depend on if you have your like positioning and messaging, like, locked in, and people are very clear on what it is.
Speaker A:And then the added, like, features and benefits are clearly distinguishable throughout the tiers.
Speaker A:Because I definitely.
Speaker A:You can do it wrong.
Speaker A:And I am typically, well, I would say usually overwhelmed when I see them in people's offers.
Speaker B:Yeah, I think you have to be really, really careful when you're using them, not give people analysis paralysis.
Speaker B:And yeah, they are, like, really, really different.
Speaker B:And the.
Speaker B:The reason they're really, really different is wise.
Speaker B:Like, so, for example, like our quiz offer together, we have, like, just quiz strategy that makes sense for somebody that may not be able to, like, do our full build.
Speaker B:And then we have.
Speaker B:We will give you your strategy and build your entire quiz.
Speaker B:Those are, like, really distinguishable.
Speaker B:You'll be able to know which one you need, where you are based on your budget.
Speaker B:But I think if we did, we do have one that kind of gets a little more confusing, but we had to really, like, outline it where it's like, if you have three quiz options and then if you have, like, five or more like, places that you're.
Speaker B:Yeah, like, that's still tiered, but I think people can really be able to self identify, like, which one they should go into.
Speaker A:Totally.
Speaker B:Yeah.
Speaker A:I think it does create a little bit of analysis paralysis.
Speaker A:So you just have to plan it appropriately.
Speaker B:All right, so I know this is kind of one of the more, I would say, like, ickier strategies that we're talking about today, but they do work.
Speaker B:So let's talk a little bit about, like, fast action discounts and when do you think it would be appropriate to use these?
Speaker B:Or do you even recommend using them?
Speaker A:I do.
Speaker A:I think there are some that are solid.
Speaker A:Like, I think there are some that I have utilized in client lunches that actually, like, really drive demand.
Speaker A:And it's typically, like, first five buyers get this, maybe.
Speaker A:Actually, now that I'm talking about it, I feel like that one is typically the one that I see drive the most demand is right at the beginning and you're saying, hey, the first two people to, like, actually take action or five people or whatever, they're gonna get this.
Speaker A:I think the ones that stagger after the fact.
Speaker A:I don't know, Jess, you tell me how you honor this in your launches.
Speaker A:I always just roll everybody that's converted pretty prior to those into those fast action launches are the bonuses.
Speaker A:Because otherwise it's so, like, confusing when you have to, like, mute certain people and make sure they don't see these on social and things like that, like ethically you give everybody the bonus that is happening after they're converted.
Speaker B:Yeah, yeah, I agree, I agree.
Speaker B:And I have seen these fast action bonuses do really, really great.
Speaker B:I had one client, she was a dog groomer.
Speaker B:She taught other groomers how to dog groom online and she would curate these special like boxes for the first I think and we did like first 25 and then as we grew we started doing like first 50 people that we check out and it was like a whole event because as we were going through ramp up of the launch she would like show videos of herself putting things in the like what she was curating for the boxes.
Speaker B:She'd give them like shears.
Speaker B:Like these were really awesome boxes.
Speaker B:If you're a rumor, like shears are like a 400 product.
Speaker B:She had a partnership with a sheer company so they would gift her some.
Speaker B:So we could put them into these boxes.
Speaker B:And let me just tell you, I have never had a card open that like the notifications were just like.
Speaker B:Like we had like 150 people sign up within the first five minutes.
Speaker B:Like people had their like must have had like their alarm when it was almost like a Taylor Swift style.
Speaker B:Rush was like amazing.
Speaker B:Like the domi hit was amazing.
Speaker B:It was just like a great introduction to the launch brass.
Speaker B:Like a great like just kickoff to it.
Speaker B:Like we, our energy was high because we weren't like sitting around like is anybody going to buy today?
Speaker B:So I think we were, we were just talking about like launch energetics and how that important that is like something that where you can give yourself a quick win.
Speaker B:It might cost you a little bit more money but like that's going to give you like better energy going into the launch and more confidence.
Speaker A:Totally.
Speaker A:Yeah.
Speaker A:You can use it one to like because the pre planning of a launch like I think we've talked about this quite a bit in this launch series but like the pre planning of a lunch is exhausting.
Speaker A:Like you have so many different components.
Speaker A:So like from the business owner side like having something that you know as soon as somebody like as soon as you open the car is going to have people flooding through.
Speaker A:Like why would you.
Speaker A:You know what I mean?
Speaker B:For sure.
Speaker B:Okay.
Speaker B:And then we want to talk about.
Speaker A:I love a live launch.
Speaker B:I love a live launch that I.
Speaker A:Do not offer our view but I.
Speaker B:Think only when it makes sense.
Speaker B:Like if you have a standalone course that nobody needs to be in for any specific reason at any specific time that I think it just like when you try to launch it for a limited time it just feels like Icky.
Speaker B:And like, why, like, why wouldn't.
Speaker A:Yeah.
Speaker B:Available at Evergreen.
Speaker B:But I think, you know, a lot of my clients, they are dietitians.
Speaker B:They're doing, like, programs or that things that have cohorts and they're walking them through.
Speaker B:I think those, like, really, really makes sense.
Speaker B:So I think it's really important that, like, if you're gonna limited time, offer something that it feels special and not manipulative.
Speaker A:Yeah.
Speaker A:And there's so many different ways to, like, curate why you should do this live launch.
Speaker A:And, like, community is one of them.
Speaker A:Like, some people thrive when they're going through something with other people.
Speaker A:So, like, even if there's no, like, active components, if there's a community that you can like, Hey, a question on this.
Speaker A:Hey, how's everybody doing kind of thing.
Speaker A:That's one of those reasons to, like, hold it.
Speaker A:If you know that your, your clients are going to get a better experience if they're going through it with other people.
Speaker A:That's one reason if you're a manufacturing urgency and just being like, oh, opened, close.
Speaker A:That's any value add to your audience, to your, like, clients or your, you know, people going through these products.
Speaker A:You have to look at it in the sense, like, does it.
Speaker A:That Ally.
Speaker A:Does it, wow, my brain just glitched.
Speaker A:Does it add value to the user experience, the client experience, or is it just because somebody told you we need urgency so we're going to close this and it's a limited time offer thing.
Speaker A:So really making sure that, like, you're aligned with your values on that so that you can build excitement and not very manipulative FOMO and all of that stuff.
Speaker B:Yeah.
Speaker B:So as we wrap up here, I think it's really important just to think of your pricing strategy long term.
Speaker B:It's not just about this launch.
Speaker B:It's about building a sustainable revenue model, building on that customer lifetime value.
Speaker B:Because it's very much easier to sell to a customer you already have have than to gain a customer.
Speaker B:And to make sure that, like, everything kind of feels.
Speaker B:You kind of do a gut check to make sure that everything feels like cohesive.
Speaker B:You feel like the value you're getting, you're being fairly compensated for it.
Speaker B:And that the price that the people, the investment that people are getting, they feel like they're getting their money's worth.
Speaker B:And like, when you can get that point, then everybody just feels happy and good and everything kind of just flicks.
Speaker A:Yeah.
Speaker A:I'm gonna add one little bonus tip in here in the sense that, like, a lot of People tend to do market research about pricing before an offer, right?
Speaker A:So they like before anybody's purchased.
Speaker A:So to non purchasers and they say, hey, I'm launching this, it's at this price point.
Speaker A:What do you think?
Speaker A:Some people are always gonna have that hesitation of like I probably wouldn't pay that or I don't know.
Speaker A:But you want to market research both post purchasers and pre purchasers because the post purchasers, now that they've been inside, they can pretty much like communicate the like what they see value in.
Speaker A:And that's going to influence how you market it, how you position it.
Speaker A:And you can almost like you're always.
Speaker B:Going to get those people that are.
Speaker A:Going to be like I would have paid $10,000 for this because it changed my business.
Speaker A:Doesn't not mean you need to increase your price, but it just validates that like your pricing point was aligned with but definitely market research on both sides of the purchase so that you have a very clear idea of what's the value and how to position your price point in that sense.
Speaker A:Like just because it's two different buyers or two different mindsets that are happening in that decision.
Speaker B:All right, so just a quick recap of what we covered today.
Speaker B:You want to make sure that your price is aligned with your audience, your value, your capacity, no one else's.
Speaker B:Don't fall for that stinky online advice.
Speaker B:Do some real like calculations about how much this offer is costing you to put out and deliver and then how much money you need to get, how much profit you want and then what makes sense to the buyers.
Speaker B:There's a little bit of like math and homework and all of this things that you have to do.
Speaker B:But once you get it right, like you'll feel so much more confident in selling that offer at that price point.
Speaker B:Always, always, always make sure you are building in a extension model.
Speaker B:We want to have our upsells, our down sells, our order bumps where they make sense so that we can make sure that we are maximizing our launch efforts.
Speaker B:If you are going to do tiered offers, make sure that they are really, really clear and not confusing or you will give your buyers analysis, analysis paralysis.
Speaker B:Make sure that you're using those fast action bonuses super intentional so you don't feel icky and make sure that like your launch offers really are justified to be like limited time launch offers.
Speaker B:So we want to know, let us know on Instagram, hit us up in the DMs in TikTok or Instagram.
Speaker B:What is one pricing experiment you want to try in your next launch.
Speaker B:We want to hear from you.
Speaker A:So if you like this episode and share with your biz bestie, leave us a review.
Speaker A:We love reviews.
Speaker A:And then honestly, just tell us that you're a listener, because those are our favorite dms where you say, I love this episode.
Speaker A:That makes our entire year.
Speaker A:So drop that in our DMs.
Speaker A:And Justin, what are we covering next week?
Speaker B:Next week, I just decided we're going to do launch Energetics.
Speaker B:We're going to talk about the Energetics and the mindsets that you need heading into Open Cartwheek and how to stay resilient and strong.
Speaker B:Because I think launch week, especially if it's like a launch you're only doing once or twice a year, can be one of the most stressful weeks of your entire year.
Speaker B:But it doesn't have to be.
Speaker B:It can be fun, it can be joyful, it can be a celebration.
Speaker B:And I'm just coming off a launch that didn't start out as planned, but we were able to kind of shift our Energetics and our mindset, and it is rolling along now.
Speaker B:So I can't wait to talk about that next week.
Speaker A:I mean, amazing.
Speaker A:Well, until next week, we are rooting for you.
