When pricing and positioning your offer, it’s tempting to anchor decisions on how much it costs to produce, how hard you’ve worked on it, or how much you value it personally.
But the truth is, price is determined not by your input, but by your audience’s worldview, their needs, and their willingness to exchange their resources for what you’re offering.
This is central to our conversion funnel audits, where we help you analyze and refine three critical areas:
- Your list (audience)
- Your offer
- Your conversion copy
Let’s focus on the offer—and why getting your pricing and positioning right is crucial to unlocking more conversions.
Why Offers Succeed—or Don’t
A customer evaluates your offer through the lens of their own priorities:
- Do I believe this will create more value for me than the price I’m paying?
- Do I have the resources to exchange for this value?
If your offer doesn’t clearly communicate how it solves their problem, enhances their life, or fulfills their aspirations, they won’t see its value.
Even if they see the value, if the price is beyond their means—or feels mismatched to the perceived benefit—the transaction won’t happen.
For example, luxury buyers might pay millions for a painting because they believe it delivers status or satisfaction far beyond the price tag.
Conversely, a handcrafted item at a fair might struggle to sell if the shopper doesn’t internalize a compelling story about its value.
The same principle applies to your funnels. If your offer and pricing aren’t aligned with your audience’s worldview, even the best copy or targeting won’t fix the gap.
The Role of Empathy in Your Offer
The most successful businesses get their offers right because they approach them with deep empathy for their audience.
They don’t just ask, “What is this worth to me?”
Instead, they ask:
- What does my audience need and dream of?
- What value does this provide for their specific situation?
- How do I position this so they see it as the clear choice?
How We Help You Nail the Offer
In our audit, we take a deep dive into the core of your funnel—your offer—and identify ways to ensure it aligns with what your audience values most:
- In-depth analysis of your offer
We uncover how well your offer is positioned as the solution your audience needs, ensuring it resonates with their pain points and aspirations. - Strategic pricing recommendations
We evaluate whether your pricing strikes the right balance between value perceived and value delivered, helping you craft a pricing model that maximises conversions without undervaluing your work. - Messaging that communicates value
We ensure that your conversion copy clearly communicates the story your audience needs to internalise—why your offer is worth it, and why now.
The Takeaway
Mastery of your craft—whether in creating your product, building your service, or writing compelling copy—doesn’t guarantee commercial viability. Success lies in the connection between what you offer and how your audience perceives its value.
Our audit gives you the clarity and actionable insights to bridge that gap. Because when you get your offer and pricing right, you’re not just selling—you’re making it easy for your audience to say, “Yes, this is exactly what I need.”
