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01 RADICAL BRANDING PPP WORK IT SHEET 2 (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
Create your own money mantra
My personal money mantra – i can make money doing what i love. I want money to do my
good work. – Is my #1 go-to any time i start to feel any tinge of money negativity. I keep
that mantra right on my desk so i can see it every day to remind myself of my positive rela-
tionship with money.
And the funny thing is, it really works. To keep me calm. To keep me positive. To keep me in
an abundance mindset that i believe has been key to building my successful agency.
This week, you’ll create you’re own money mantra, one that resonates with you and helps
move from a place of money lack to money momentum. Use the area below to write yours
- and then cut it out and put it somewhere where you will see it every day.
MY MONEY MANTRA
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 4
© 2020 HEY HEATHER CAMPBELL
WEEK 3: PRODUCT, PRICING + PROMISE I PAGE 5
© 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
The profit pyramids
Pick the model that makes the most sense for your business to work
through the next section.
©2021 HEY HEATHER CAMPBELL // PRODUCT, PRICING + PROMISE
©2021 HEY HEATHER CAMPBELL // PRODUCT, PRICING + PROMISE
THE TRADITIONAL PROFIT PYRAMID
OPT- INS, SOCIAL MEDIA, CONTENT,
MICRO- COURSES, EMAILS, CONSULTS
PACKAGES, COURSES,
MERCHANDISE, ONE- TIME
OFFERS/EVENTS
MASTERY LABS
MASTERMIND
VIP
DAYS
YOUR MVC ENTERS HERE
Designed to grow your list
and reach (and give your
MVCs a test drive)
Create a mid-tier purchase option on
evergreen that leads to your richer programs
Offer additional mastery labs under (more
expansive content)
Small group mastermind program where you
can deliver more one-on-one coaching
Retreats and special experiences
©2021 HEY HEATHER CAMPBELL // PRODUCT, PRICING + PROMISE
©2021 HEY HEATHER CAMPBELL // PRODUCT, PRICING + PROMISE
THE REVERSE PROFIT PYRAMID
YOUR MVC ENTERS HERE
Designed to grow your list
and reach (and give your
MVCs a test drive)
Create a mid-tier purchase option on
evergreen that leads to your richer programs
Offer additional mastery labs under (more
expansive content)
Small group mastermind program where you
can deliver more one-on-one coaching
Retreats and special experiences
VIP
DAYS
MASTERMIND
MASTERY LABS
PACKAGES, COURSES,
MERCHANDISE, ONE- TIME
OFFERS/EVENTS
OPT- INS, SOCIAL MEDIA, CONTENT,
MICRO- COURSES, EMAILS, CONSULTS
WEEK 3: PRODUCT, PRICING + PROMISE I PAGE 6
© 2020 HEY HEATHER CAMPBELL
WEEK 3: PRODUCT, PRICING + PROMISE I PAGE 7
© 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
PYRAMID TIER 1: YOUR POINT OF
ENTRY FOR MVC 1 & WHAT DOES IT
DO FOR THEM?
PYRAMID TIER 1: YOUR POINT OF
ENTRY FOR MVC 2 & WHAT DOES IT
DO FOR THEM?
PYRAMID TIER 1: YOUR POINT OF
ENTRY 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?
WILL YOU CHARGE FOR THIS
PRODUCT/SERVICE (TYPICALLY
THESE ARE FREE OR LOW-COST)?
WILL YOU CHARGE FOR THIS
PRODUCT/SERVICE (TYPICALLY
THESE ARE FREE OR LOW-COST)?
WILL YOU CHARGE FOR THIS
PRODUCT/SERVICE (TYPICALLY
THESE ARE FREE OR LOW-COST)?
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
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.)
PYRAMID TIER 2: PRODUCT/
OFFER FOR MVC 1 & WHAT DOES IT
DO FOR THEM?
PYRAMID TIER 2: PRODUCT/
OFFER FOR MVC 2 & WHAT DOES IT
DO FOR THEM?
PYRAMID TIER 2: PRODUCT/
OFFER FOR MVC 3 & WHAT DOES IT
DO FOR THEM?
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
PYRAMID TIER 3: PRODUCT/
OFFER FOR MVC 1 & WHAT DOES IT
DO FOR THEM?
PYRAMID TIER 3: YOUR NEXT LEVEL-
PRODUCT/OFFER FOR MVC 2 &
WHAT DOES IT DO FOR THEM?
PYRAMID TIER 3: 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?
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
PYRAMID TIER 4: PRODUCT/
OFFER FOR MVC 1 & WHAT DOES IT
DO FOR THEM?
PYRAMID TIER 4: PRODUCT/OFFER
FOR MVC 2 & WHAT DOES IT DO FOR
THEM?
PYRAMID TIER 4: 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?
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
MVC 1 MVC 2
MVC 3
PYRAMID TIER 5: PRODUCT/
OFFER FOR MVC 1 & WHAT DOES IT
DO FOR THEM?
PYRAMID TIER 5: PRODUCT/
OFFER FOR MVC 2 & WHAT DOES IT
DO FOR THEM?
PYRAMID TIER 5: 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?
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?
WEEK 3: PRODUCT, PRICING + PROMISE I PAGE 12
© 2020 HEY HEATHER CAMPBELL
Protect your profits!
Smart business owners protect their profits, plain and simple. Be clear about your policies around late
fees, cancellations, scope changes, no-shows and the like to ensure that you don’t leave one penny on
the table. Here are a few questions to get you started:
What are your Terms + Conditions (see your portal for a copy of the Terms + Conditions we
use at my agency)?
What do you charge if a client pays late? What are your late fees? When do late fees kick in?
What are your cancellation or no-show policies? How are they communicated up-front? How
will you collect payment?
What happens if the client goes silent on a project despite your best eorts to keep things
moving? What is the project restart fee? Will you charge a monthly administrative fee?
How will you manage changes to project scope? Will you send a change order? Another
proposal?
Will you oer a refund or guarantee? How long is the trial period? How will you issue the
refund?
What will you charge for people to meet with you more casually to “pick your brain”? What
does that meeting look like? What do you need from them? What are your deliverables?
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Completed 8 May 2021

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