TL;DR: Most coaches are told to pick one format and price point, but that approach excludes people at different stages who need different things. I built a mix of free content, courses, community, and premium coaching because my goal isn't "the most money with the least clients." It's to “create the most impact.” That requires the greatest inclusivity because I’m trying to support a movement toward a better world.
As someone building a business that teaches people how to build impactful businesses, I face the same pricing decisions I help my clients make.
Here's the tension I wrestle with: If progress toward a kinder, safer, and more equitable world should be accessible to everyone, how can I structure offers that don't exclude the people we need most in the fight?
Perhaps you have noticed that simply existing these days is remarkably expensive.
Everything is expensive: going out to eat, software, cell phone and internet bills, all the different streaming services, and of course, healthcare. I routinely notice this when I think about going anywhere besides my home office during the day. I have few options that don't quickly drain my bank account.
As money gets tighter, people are more careful and deliberate with their spending. The critical factor here is trust.
By offering services at a much lower rate and packing them with value, I can build trust with those who could be interested in my offers that carry a larger investment.
I’ve come to realize that if all I offered was exclusive 1:1 coaching, middle tier packages, or entry level products, I'd always be leaving someone out, including myself.
If you're a coach, consultant, or entrepreneur trying to figure out your own offers, you know the confusion. Everywhere you turn, someone is telling you the "right" way to do this:
Go premium only. Scale with courses. Build community. Offer 1:1. Pick a lane. Productize. Create a signature system.
Your head swirls, your heart races, and you’re left wondering: which one is right?
Over the years, I've tried so many different strategies: low cost, premium, one offer, packages. I've studied how other people built offers and positioned themselves.
For a long time, I got lost in the tactics. I chased what seemed to work for others. I listened to advice from every direction.
But here's the most valuable lesson I learned: