The working library / 87 articles
Offers & pricing
Scope, price, positioning and the economics behind a promise you can deliver.
Field Notes explore an idea. System Maps lay out a process. Build Logs show the work behind it.
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Field Notes · Offers & pricing · 2 min read
Free still needs a clear explanation.
Explain what a free offer includes, why it is useful and what happens afterwards.
Field Notes · Offers & pricing · 2 min read
A useful limitation makes the offer easier to trust.
Explain who an offer is for by being precise about what it does not cover.
System Maps · Offers & pricing · 2 min read
Map the first offer through to delivery.
Check the full customer journey before judging an introductory offer by its lead count.
System Maps · Offers & pricing · 2 min read
A deadline should explain what actually changes.
Use genuine capacity, scheduling and availability constraints to help people make timely decisions.
Field Notes · Offers & pricing · 2 min read
Offer the next useful thing.
Build an upsell around the customer’s next task rather than the product you most want to move.
System Maps · Offers & pricing · 2 min read
Write the offer before writing the ad.
Use a five-part offer brief to connect audience, packaging, timing and the intended outcome.
System Maps · Offers & pricing · 2 min read
Give the free offer a business model.
Compare samples, trials, freemium and introductory access by their cost, customer benefit and path to paid value.
System Maps · Offers & pricing · 2 min read
A price has to fund the promise.
Review price against delivery effort, scope and contribution before reaching for a discount.
Field Notes · Offers & pricing · 2 min read
Explain the cost of inaction without manufacturing fear.
Make the consequences of a problem concrete, proportionate and open to inspection.
Field Notes · Offers & pricing · 2 min read
A price comparison should survive closer inspection.
Use reference points that help customers understand the offer rather than inflate its apparent value.
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