The Pricing & Packaging Guide
How to structure and price your offer so you make more money — bigger margins, better clients, and no more discounting.
Pricing is the most powerful lever you have.
Most owners set their price by glancing at what everyone else charges and landing somewhere in the middle. The trouble with copying the market is that most of the market isn’t winning.
Charging more for the same thing is the quickest way to make more money, and it’s the one move most owners avoid for years — because it’s uncomfortable, not because it doesn’t work. This guide gives you the process: pick the right number, earn it, and roll it out without doing damage.
Your price tells a story.
Price isn’t just a number your customer sees — the price tells a story. How you price shapes what people believe your service is worth, how much of themselves they’ll put into it — their money, energy and focus — and how confident they are that you can get them the result they need. That’s why the same service lands completely differently at two different prices.
| Charging cheap | Charging what you’re worth |
|---|---|
| Clients invest less, so they value it less | Clients are invested, so they take it seriously |
| Lower perceived value, worse results | Higher perceived value lifts real results |
| The cheapest clients demand the most | Better-paying clients are easier to serve |
| Thin margins, no room to deliver well | Healthy margins fund better delivery |
| Your conviction drains on sales calls | You sell with conviction, because you can deliver |
How to pick your price.
The best price is the one that makes you the most money. I know that sounds obvious — but almost nobody actually tests for it. You find it by testing, not guessing.
Price moves two things at once: how many people buy, and how long they stay. Both usually get slightly worse as the price goes up, but rarely in proportion to how much more you’re charging. You lose a little volume and gain a lot of margin. Here’s how that plays out over 100 people landing on your offer:
| Price | Buyers / 100 | Each worth | Total return |
|---|---|---|---|
| $10 | 5 | $100 | $500 (baseline) |
| $20 | 4 | $200 | $800 (+60%) |
| $100 | 2 | $300 | $600 (+20%) |
Doubling to $20 loses you one buyer and earns 60% more. Push all the way to $100 and you’ve gone past the sweet spot — there’s a peak, and you find it by testing. (These numbers are an illustration of how price, conversion and value interact, not a promise — use your own.)
Test between the extremes, and test on new leads first — they have no history, so the new rate is simply the rate.
How to raise prices with current customers.
New customers are easy — the new price is simply the price. Your existing clients are where it takes care. Lift the number without a word and you’ll create problems. So you justify it and earn the right first, in this order:
Improve the offer
Add something real. Example: a cleaning business adds a same-week start guarantee; a coach adds a monthly group call.
Upgrade the proof
Gather fresh evidence it works. Example: three new before-and-afters and a short client win from the last quarter.
Improve the delivery
Tighten the experience. Example: a proper onboarding call and a weekly progress update they can see.
Announce the increase
Give current clients a lead-in period before the new rate kicks in, so it never feels sprung on them.
The RAISE formula — and a letter to copy.
Remind
Open with what they’ve already had from you — specific and personalised.
Address
Rip the band-aid off. One clear sentence: prices are going up.
Invest
Frame it around what the increase funds for them — tie each thing to a benefit they feel.
Soften
Hold loyal clients on their current rate for 3–6 months. A disappearing discount reads like a gift.
Explain
Finish with a PS that gives them a human way to raise a hand. Fewer reply badly than you fear.
Put those five moves together and it reads like this:
Hi [First name], Over the past [timeframe] you’ve had [specific result or milestone] and [the feature you use most]. To keep making [your service] better, we’re lifting our prices. Here’s where that goes: [investment 1] so you get [benefit], and [investment 2] so you get [benefit]. You’ve been with us [X], and that matters. So while new clients pay the new rate from today, we’re holding you on your current rate for the next [3–6 months] as a thank you — then you’ll move to [$XXX]. Any questions, just reply — it comes straight to me. [Your name] PS — if this genuinely puts you in a tough spot, tell me and we’ll work something out. I mean that.
This works in the real world.
“I’ve been working with Paul for a month and he’s streamlined my business — a 30% increase in sales. I highly recommend anyone wanting to improve their business.”
The price-raise checklist.
- Decide your target price and the new number
- Test it on new customers first — confirm they buy and stay
- Use the 60/40 close-rate rule to find room to raise
- Improve the offer, upgrade the proof, tighten delivery
- Draft the announcement with the RAISE formula
- Attach a loyalty hold (3–6 months) or the 12-month lock-in
- Send it, follow up by SMS, then call your key accounts
- Track close rate, churn, refunds and cash for three months
- Diarise next year’s review — raise again
Want help choosing the number?
Pricing is one of the fastest levers in your business and the easiest to fumble under pressure. Book a 30-minute call and we’ll help you pick the price, build the value case and write the announcement. No pitch unless you ask for one.
Book a Discovery CallWant help choosing the number?
The guide above is yours to keep. If you’d like a hand putting it to work in your business, book a quick call below and we’ll map it out with you — no pitch unless you ask for one.