Pricing It Perfectly

Experimenting with pricing is one of the perks of creating your own products. A few months ago I took the leap and switched to tiered pricing (aka packages) because research says it’s the best way to get higher returns per customer. A couple months in and I can only agree more. My relaunch brought me more revenue even if it didn’t result in more customers.

Gumroad (my previous processor) even lays out the structure in a blog post:
Basic — a book (1x) (PDF, ePub and Mobi)
Complete — a book with video interviews (2.2x)
Premium — a book with video interviews, behind the scenes extras, and worksheets (5x)

If you’re reading about pricing online – this is almost considered a golden rule. Everyone does it.

I love making money. But I wouldn’t want to keep a penny of it if I didn’t earn my money by providing something that gives my customers more value than the money they’ve invested. I’m not here to trick my customers by using the most effective psychological jedi mind tricks.

I want to make money by helping you to make money. So many of these articles focuses solely on how to maximize profits without once mentioning how to provide more value. It just states “charge more”.

Here’s the very first words in Dan Mall’s excellent Pricing Design (foreword by Mike Monteiro):

You are going to make more money from this book than Dan Mall ever will. Dan is okay with that. Because that’s what Dan does for a living. He builds value. And as a designer, Dan understands that his clients will make more money from his work than he ever will, especially if he does it right. And quite honestly, that’s the key to pricing work. Understanding that the people you’re doing it for stand to bene t considerably if you do it right. And that’s why Dan charges them according to the value of the work. Because Dan makes money for people.

Dan’s book Pricing Design is a silly $8. Get it now.

Making it easy for the customer

While considering my next book and how I should price it, I’ve had a deep feeling that this complicated structure might not be the right direction. When I was buying Justin Jackson’s book, Jolt, I was relieved to see that a simpler structure can be just as successful. With Jolt, rather than having packages with extra chapters, videos, walkthroughs, mugs and t-shirts, Justin only offers two options – the book or the book with the audiobook. The book is $14.95 and if you want the audiobook that’s an extra $5. From a customer’s perspective, I think this is a far better value (knowing how few of the “extra videos” from the Premium packages I’ve ever watched).

Selling an ebook with PDF, ePub, and Mobi is like selling a monitor with HDMI, VGA, and DisplayPort cords. None of your customers will need all three but bundling them together will make it seem like they’re getting more. As a strong advocate for listening to your users and making choices that your users will benefit them most, I want to try a different approach.

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Books

User Experiences that Matter (2016)
Mastering Freelance (2017)

If You're Getting Started in UX

What's a 'User Experience' Anyways?
How Do You Learn UX?
Working as a UX Designer

Next Steps in UX

Working as a UX Lead
Defining a UX Strategy
Writing as Part of the UX Process

Thought-pieces

AI Ethics - A New Skill for UX-Designers
Designer Ethics & The Moral Implications of our Apps
The Future of the UX-Designer
Voice Input’s Effect on Social Norms

The Work We Do

Chasing Growth
New Tools Don’t Always Equal Productivity
Why Designers Need to Write
The Tools I Use to Run My Business

Featured Writing & Interviews Elsewhere

Q&A With Anton Sten, Author of User Experiences that Matter - Adobe
What the F*#!ck is a UX Designer anyway - Working not Working
It’s Time for a Code of Ethics for Designers - Medium Modus
The Art of Going Freelance - .Net Magazine
It Takes Time - Being Freelance episode 100

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What´s Good Design?

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A Redesign

Is Less More?

Why Simple is Hard

Pricing It Perfectly

Trusting Your Gut

Built to last

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Leave the Phone at Home

Delight Comes Last

The Cost of Lies

Big Mood Machine

Simplicity is a war

The next iPhone

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Personas

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Why Design Systems fail

What You Build

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Creative Class

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Medium

Design quotes

Enough

Why?

ARKit

Designing for Mobile

Failure, Reflect, Renew

Growth

Working with me

Great user experience

Naming your icons

Conversations

All writing

The Hot Potato Process

Leave the Phone at Home

UX of Email Newsletters

Delight Comes Last

The Cost of Lies

Big Mood Machine

Simplicity is a war

The next iPhone

Working as a UX-lead

Leadership or management

Everyone should own a dog

Silence is gold

Cameras that understand

Humans, not users

Keeping AI Honest

Right to privacy

2018 in review

What’s my location?

The State of UX in 2019

Why scrap scrappy?

I’m taking a break

Organized for browsing

Stay humble, stay eager

The iPhone Franchise

Why Small Teams Win

Back to Work!

The Bullshit Web

Just keep at it

Let them eat cake

Netflix Culture

Skype

Unfoundered

Vanity Metrics

Tech is not Neutral

Productivity

Whose risk?

Why Small Teams Win

Phone Bored

Karim Rashid

Dieter Rams

Bleeding Out

Fake News is spam

Conversational Design

Dropbox

Bye bye Facebook

Cuba

The seat at the table

Givenchy

Love letters to trees

Pricing Philisophy

Specialize

Personas

Make me think

The Future of Retail

Hawaii Missile Alert

2017 review

Why Design Systems fail

What You Build

Checkout for Winners

Living a Testing Culture

What do you do?

Creative Class

How To Predict Your Future

Carpe Diem UX-designers

What´s Good Design?

Chasing Growth

Github

Medium

A Redesign

Design quotes

Enough

Why?

ARKit

Designing for Mobile

Is Less More?

Why Simple is Hard

Pricing It Perfectly

Failure, Reflect, Renew

Trusting Your Gut

Built to last

An Eye on the Future

Growth

Working with me

UX Design explained

Great user experience

Naming your icons

Conversations