Paula agreed to my pricing without flinching because I activated my Value Signals (without even knowing). And here they are:
1. Brand Equity: How much do I trust and believe in you?
Paula believed my program was the best and most trusted solution at that moment to help her get from where she was, to where she wanted to be. (This had to do with Posturing & Visibility, which I explain in my guide “8 Ways to Increase the (Perceived) Value of Your Course.”)
So, what are you doing to instill trust and belief in your dream students to make your course a must-have?
2. Payoff: How confident am I that you'll solve my problem, and how badly do I want my problem solved?
Paula believed my program was her ticket to getting unstuck, and she knew it was an urgent need.
How are you conveying to your dream students that, unlike Sway, you have the answers? And how are you reminding students that solving their problem is mission critical?
3. Production & Feedback: How impressive are your course materials? How intimately and frequently will you give me feedback on my progress?
Paula was impressed by my webinar and training videos, and she knew she'd receive a lot of 1:1 feedback throughout my program.
Are your course materials noteworthy... or mediocre? Are you providing a high level of support and feedback to ensure your students succeed?
4. Market Value: How much do I value your course, relative to alternatives?
Paula previously paid $2,000 for a large group program where she received no direct feedback from the instructor. So, relative to that program, $1,000 for mine was a deal.
What alternatives are your students considering, and how are they valuing those alternatives? How does your course compare?