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01 RADICAL BRANDING PPP WORK IT SHEET 1 (hey! heather campbell)

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Week 3:
Your Product,
Pricing &
Promise
HEYHEATHERCAMPBELL.COM
WORK-IT SHEETS
WEEK 3: PRODUCT, PRICING + PROMISE I PAGE 2
© 2020 HEY HEATHER CAMPBELL
WEEK 3: PRODUCT, PRICING + PROMISE I PAGE 3
© 2020 HEY HEATHER CAMPBELL
Determine your value premium
My reputation. What am I known for?
My approach. How is the way I achieve results distinct?
My impact. What kind of impact will my work have?
My expertise/skill. Do I have additional certification, education, or leadership roles?
My reliability. What’s my track record? How reliably do I deliver what I promise?
My experience. What problems am I uniquely suited to solve?
Because your experience and brand value are worth something.
WEEK 3: PRODUCT, PRICING + PROMISE I PAGE 2
© 2020 HEY HEATHER CAMPBELL
WEEK 3: PRODUCT, PRICING + PROMISE I PAGE 3
© 2020 HEY HEATHER CAMPBELL
Let’s nail down your pricing.
Take the guesswork out of pricing by not guessing at your pricing.
Determine your value.
Who are some of the other players in your space?
What is the market value for comparable services?
Woo hoo! You now have the
context to price your services
like a pro.
Determine your hourly rate.
How much do
you want to
make annually?
Divide that
number by
2,000.
2,000 = +
What is your
20% - 50%
value premium?
This is
your hourly
billing rate.
=
This is your
starting hourly
rate.
$
Determine your final fee.*
Your hourly
rate.
How long it
takes you to
do things.
= +
Add 20% for
contingencies +
admin.
This is your
final fee.
=
This is your
starting project
fee.
$
* This may not apply to every business – more-so if you do ongoing project work where you have regular
calls or meetings, email correspondence, reporting, etc.
WEEK 3: PRODUCT, PRICING + PROMISE I PAGE 4
© 2020 HEY HEATHER CAMPBELL
WEEK 3: PRODUCT, PRICING + PROMISE I PAGE 5
© 2020 HEY HEATHER CAMPBELL
Your product line-up
Pull out your MVCs from Week 2 and let’s get to work nailing down your product line-up.
When you tightly tie your oerings to the specific needs of your MVC, you make it easier for
them to engage with you – buy what you’re selling.
Remember, too, that people love to see where they can go with you. You can start with one-
time meetings, courses, or projects and then build to courses, masterminds or membership
sites, multi-session packages, monthly retainer, or additional projects that your client should
be considering.
Next, you’ll determine your pricing for your services using the work you just did on the previ-
ous page. This is powerful work – it makes your business tangible and marketable. And that is
a beautiful thing.
MVC 1 MVC 2
MVC 3
YOUR PRODUCT/OFFER FOR MVC 1
& WHAT DOES IT DO FOR THEM?
YOUR PRODUCT/OFFER FOR MVC 2
& WHAT DOES IT DO FOR THEM?
YOUR PRODUCT/OFFER FOR MVC 3
& WHAT DOES IT DO FOR THEM?
HOW CAN YOU ADD EVEN MORE
VALUE TO THIS PRODUCT/OFFER?
HOW CAN YOU ADD EVEN MORE
VALUE TO THIS PRODUCT/OFFER?
HOW CAN YOU ADD EVEN MORE
VALUE TO THIS PRODUCT/OFFER?
WHAT WILL YOU CHARGE FOR
THIS PRODUCT/SERVICE?
WHAT WILL YOU CHARGE FOR
THIS PRODUCT/SERVICE?
WHAT WILL YOU CHARGE FOR
THIS PRODUCT/SERVICE?
WEEK 3: PRODUCT, PRICING + PROMISE I PAGE 4
© 2020 HEY HEATHER CAMPBELL
WEEK 3: PRODUCT, PRICING + PROMISE I PAGE 5
© 2020 HEY HEATHER CAMPBELL
MVC 1 MVC 2
MVC 3
HOW CAN YOU ADD EVEN MORE
VALUE TO THIS PRODUCT/OFFER?
HOW CAN YOU ADD EVEN MORE
VALUE TO THIS PRODUCT/OFFER?
HOW CAN YOU ADD EVEN MORE
VALUE TO THIS PRODUCT/OFFER?
WHAT WILL YOU CHARGE FOR
THIS PRODUCT/SERVICE?
WHAT WILL YOU CHARGE FOR
THIS PRODUCT/SERVICE?
WHAT WILL YOU CHARGE FOR
THIS PRODUCT/SERVICE?
Your product line-up (cont’d.)
YOUR NEXT LEVELPRODUCT/
OFFER FOR MVC 1 & WHAT DOES IT
DO FOR THEM?
YOUR NEXT LEVELPRODUCT/
OFFER FOR MVC 2 & WHAT DOES IT
DO FOR THEM?
YOUR NEXT LEVELPRODUCT/
OFFER FOR MVC 3 & WHAT DOES IT
DO FOR THEM?
WEEK 3: PRODUCT, PRICING + PROMISE I PAGE 6
© 2020 HEY HEATHER CAMPBELL
WEEK 3: PRODUCT, PRICING + PROMISE I PAGE 7
© 2020 HEY HEATHER CAMPBELL
MVC 1 MVC 2
MVC 3
YOUR NEXT LEVELPRODUCT/
OFFER FOR MVC 1 & WHAT DOES IT
DO FOR THEM?
YOUR NEXT LEVELPRODUCT/
OFFER FOR MVC 2 & WHAT DOES IT
DO FOR THEM?
YOUR NEXT LEVELPRODUCT/
OFFER FOR MVC 3 & WHAT DOES IT
DO FOR THEM?
HOW CAN YOU ADD EVEN MORE
VALUE TO THIS PRODUCT/OFFER?
HOW CAN YOU ADD EVEN MORE
VALUE TO THIS PRODUCT/OFFER?
HOW CAN YOU ADD EVEN MORE
VALUE TO THIS PRODUCT/OFFER?
WHAT WILL YOU CHARGE FOR
THIS PRODUCT/SERVICE?
WHAT WILL YOU CHARGE FOR
THIS PRODUCT/SERVICE?
WHAT WILL YOU CHARGE FOR
THIS PRODUCT/SERVICE?
Your product line-up (cont’d.)
WEEK 3: PRODUCT, PRICING + PROMISE I PAGE 6
© 2020 HEY HEATHER CAMPBELL
WEEK 3: PRODUCT, PRICING + PROMISE I PAGE 7
© 2020 HEY HEATHER CAMPBELL
MVC 1 MVC 2
MVC 3
YOUR NEXT LEVELPRODUCT/
OFFER FOR MVC 1 & WHAT DOES IT
DO FOR THEM?
YOUR NEXT LEVELPRODUCT/
OFFER FOR MVC 2 & WHAT DOES IT
DO FOR THEM?
YOUR NEXT LEVELPRODUCT/
OFFER FOR MVC 3 & WHAT DOES IT
DO FOR THEM?
HOW CAN YOU ADD EVEN MORE
VALUE TO THIS PRODUCT/OFFER?
HOW CAN YOU ADD EVEN MORE
VALUE TO THIS PRODUCT/OFFER?
HOW CAN YOU ADD EVEN MORE
VALUE TO THIS PRODUCT/OFFER?
WHAT WILL YOU CHARGE FOR
THIS PRODUCT/SERVICE?
WHAT WILL YOU CHARGE FOR
THIS PRODUCT/SERVICE?
WHAT WILL YOU CHARGE FOR
THIS PRODUCT/SERVICE?
Your product line-up (cont’d.)
WEEK 3: PRODUCT, PRICING + PROMISE I PAGE 8
© 2020 HEY HEATHER CAMPBELL
WEEK 3: PRODUCT, PRICING + PROMISE I PAGE 9
© 2020 HEY HEATHER CAMPBELL
MVC 1 MVC 2
MVC 3
YOUR NEXT LEVELPRODUCT/
OFFER FOR MVC 1 & WHAT DOES IT
DO FOR THEM?
YOUR NEXT LEVELPRODUCT/
OFFER FOR MVC 2 & WHAT DOES IT
DO FOR THEM?
YOUR NEXT LEVELPRODUCT/
OFFER FOR MVC 3 & WHAT DOES IT
DO FOR THEM?
HOW CAN YOU ADD EVEN MORE
VALUE TO THIS PRODUCT/OFFER?
HOW CAN YOU ADD EVEN MORE
VALUE TO THIS PRODUCT/OFFER?
HOW CAN YOU ADD EVEN MORE
VALUE TO THIS PRODUCT/OFFER?
WHAT WILL YOU CHARGE FOR
THIS PRODUCT/SERVICE?
WHAT WILL YOU CHARGE FOR
THIS PRODUCT/SERVICE?
WHAT WILL YOU CHARGE FOR
THIS PRODUCT/SERVICE?
Your product line-up (cont’d.)
WEEK 3: PRODUCT, PRICING + PROMISE I PAGE 8
© 2020 HEY HEATHER CAMPBELL
WEEK 3: PRODUCT, PRICING + PROMISE I PAGE 9
© 2020 HEY HEATHER CAMPBELL
MVC 1 MVC 2
MVC 3
YOUR NEXT LEVELPRODUCT/
OFFER FOR MVC 1 & WHAT DOES IT
DO FOR THEM?
YOUR NEXT LEVELPRODUCT/
OFFER FOR MVC 2 & WHAT DOES IT
DO FOR THEM?
YOUR NEXT LEVELPRODUCT/
OFFER FOR MVC 3 & WHAT DOES IT
DO FOR THEM?
HOW CAN YOU ADD EVEN MORE
VALUE TO THIS PRODUCT/OFFER?
HOW CAN YOU ADD EVEN MORE
VALUE TO THIS PRODUCT/OFFER?
HOW CAN YOU ADD EVEN MORE
VALUE TO THIS PRODUCT/OFFER?
WHAT WILL YOU CHARGE FOR
THIS PRODUCT/SERVICE?
WHAT WILL YOU CHARGE FOR
THIS PRODUCT/SERVICE?
WHAT WILL YOU CHARGE FOR
THIS PRODUCT/SERVICE?
Your product line-up (cont’d.)
WEEK 3: PRODUCT, PRICING + PROMISE I PAGE 10
© 2020 HEY HEATHER CAMPBELL
WEEK 3: PRODUCT, PRICING + PROMISE I PAGE 11
© 2020 HEY HEATHER CAMPBELL
My promise
Your promise is one powerful sentence. It’s the ultimate long story short and clearly
communicates who you are, what you do, and the transformation you deliver. At my
agecy, these often are used as main introductions on our clients’ websites or to spark a
fantastic tagline.
Hi, I’m:
YOUR NAME
I am a:
YOUR CATEGORY
Who helps:
THE MVCs YOU SERVE
With:
WHAT DO YOU DO? HOW DO YOU HELP?
So they can:
WHAT IS THE TRANSFORMATION?
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Completed 19 April 2021

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