How to present what you sell.
WHY STRUCTURE MATTERS
It shapes what buyers choose and what they pay.
WHAT WORKS
A small number of clear options.
HOW MANY
Two or three.
WHY NOT MORE
Choice beyond that produces delay rather than decisions.
WHAT SHOULD DIFFER BETWEEN THEM
Something meaningful to the buyer.
WHAT SHOULD NOT
Arbitrary limits designed only to force an upgrade.
WHY
Buyers recognise it.
WHAT TO MAKE OBVIOUS
Which option most people choose.
WHY
It guides without pressure.
WHAT TO INCLUDE IN EVERY OPTION
What is included, specifically What is not The price The commitment period
WHAT TO AVOID
Options nobody chooses Hidden charges appearing later Complexity requiring explanation
WHY COMPLEXITY COSTS
Confused buyers defer.
WHAT TO TEST
Whether someone understands the difference in under a minute.
WHAT TO CONSIDER OFFERING
A small entry option, to reduce the first decision.
WHY
It converts a large commitment into a small one.
WHAT TO WATCH
Whether entry customers upgrade.
WHAT TO DO IF THEY DO NOT
Reconsider what the entry option includes.
