Module 5 of 7
Three price points and what each is for
A cheap option, a real one, and one that reframes the others.
A single price forces the buyer into a yes or no. Three prices change the question to which one, which is a far easier question for them to answer and a far better one for you. This is not a trick; it works because buyers genuinely differ in what they need and a single option serves only the middle of them.
Give each option a job. The lowest is the honest entry — a real, smaller scope that a real buyer might want, not a deliberately crippled version designed to look bad. The middle is the one you expect most people to take, and it should be the one you most want to deliver. The highest exists partly for the buyers who want everything and partly because it gives the middle option a context: a price seen alone is judged against nothing, and a price seen beside a larger one is judged against that.
Two failure modes to avoid. Do not make the options differ only in quantity of your time, or you have simply sold hours in three sizes. And do not let the cheapest option be a version of the middle with something important removed, because the buyer who chooses it will have a bad experience and tell people about it.
Three options turn yes-or-no into which-one. Each must be a real thing someone would genuinely want, differing in scope rather than in hours.