Perspective · Offer

Jason Cohen

Pricing that reflects the customer's priorities.

price
positioning
B2B
value
differentiation

Jason Cohen — Pricing that reflects the customer's priorities

Inherited source references. Read the original before attributing advice to the person. These applications are not quotations or an official collaboration.

Investigate which benefits the customer prioritises and show how the offer contributes to them.

Describe your deliberate trade-offs so the difference from alternatives is understandable.

Questions to work with:

What does the customer value beyond a low price?

Which choice makes you a better fit for this customer?

Sources from the original project:

Max MRR: Why churn sets your growth ceiling and how to track it
https://longform.asmartbear.com/max-mrr/

How repositioning from "save money" to "create growth" lets you charge 8x for the same product
https://longform.asmartbear.com/more-value-not-save-money/

Intentional Weakness: How Craigslist and Southwest built uncopyable strategies
https://www.youtube.com/watch?v=dVSXNkWUq88

Use this perspective to examine the brief. Write directly in English in the brand’s voice. Preserve facts and terms; do not use the person’s name as product evidence.

Image source ↗ · via The Brains

How to use Jason Cohen’s perspective

Investigate which benefits the customer prioritises and show how the offer contributes to them.
Describe your deliberate trade-offs so the difference from alternatives is understandable.

Our own applications for copy – not quotations and not an endorsement.

Questions to work with

What does the customer value beyond a low price?
Which choice makes you a better fit for this customer?

Sources from the original project

Inherited source references. Read the original before attributing advice to the person. These applications are not quotations or an official collaboration.

Frameworks that pair with this perspective

April Dunford · OfferShow the difference that mattersPositioning as April Dunford describes it: start with what customers would otherwise choose, identify what you can do…Alex Hormozi · OfferMake the offer easy to valueAlex Hormozi's value equation: perceived value rises with the customer's dream outcome and their belief that they'll…Robert Cialdini · MessagingGive the reader reasons to trustChoose the evidence that answers the reader's doubt – other customers, expertise, a generous first step or a genuine…

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