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15 – Value Not Stuff

Consultant and speaker Yvonne had an idea for a course. She knew her knowledge was highly valuable, and didn’t want to undersell it. In this week’s case study, find out how she created her product, and the surprising way in which she priced it.


 Podcast highlights:

01:17 – Why SMP is doing well
02:20 – Introducing Yvonne
03:00 – The aim: Low volume, high price
03:43 – Building your signature system
05:33 – Bridging problem to promise
07:04 – The 4-step solution
07:31 – Short term or long-term recurring?
09:09 – Yvonne’s pricing perspective
10:17 – When you won’t need a lot of buyers
11:01 – It’s not a rip-off
12:19 – Pricing by value, not stuff
14:28 – Turning fears & frustrations to wants & aspirations
15:11 – How much are you losing if you don’t do this?
16:20 – Concrete examples of the model
19:16 – The takeaways
20:12 – Action steps



Uncoupling deliverables from price [Click To Tweet]
How much is a solution really worth? [Click To Tweet]
How to sell an $8,000 course [Click To Tweet]


Feel free to comment


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  1. Amy Boehnert says

    This is a fantastic episode! Taki, do you mind sharing the tools she used to run the course and Q and A?

  2. Hey guys, great episode! Thanks so much! I was listening on my walk and had to stop every 50 ft to take notes on my iphone – lol. Then came home and have been implementing all day – really working with the worksheet you provided to sketch out a new mid-tier program I’ve been designing (and discussing with James in the SFB forums).

    Question for Taki – on your worksheet, could you clarify please what you mean by breaking the problem into 3,5, or 7 milestones? What would be an example of a milestone in this instance? And also an example of a silver bullet?

    Thanks again!

  3. Great episode guys, I am going to start on creating a signature system straight away.

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