Six years of pricing experiments—from $120/hr sessions to $10k annual programs, $1k/month retainers, low-ticket products, memberships, weekly pricing, and finally a streamlined two-step offer. If you sell services and wonder “what should I charge?” Then this episode will give you valuable insights.WHAT YOU’LL LEARNPrice vs value: people buy transformation, not sessions (aim for ~10x perceived value).Why an offer ladder matters (low-risk entry → natural ascension).The truth about MRR for 1:1 coaches (powerful but fragile).How community and proximity can justify premium pricing.Structuring for commitment: upfront buy-in without monthly friction.Iterate the structure, keep levelling up the core value.DANIEL’S PRICING JOURNEY (HIGHLIGHTS)2019: $120 per session → first 3-month outcome-based program at $2,000.One-off Strategy Session at $500 to lower the barrier and qualify fit.12-Month Program at $10,000: deep results require deep commitment.Retainers at $1,000/month: good cashflow, tough retention without community.Hybrid: $5,000 upfront + $500/month: stronger commitment, lighter cashflow strain.Low-ticket hit: “Fix Your Finance Challenge” ($21 → $47) that scaled trust and fed high-ticket.Membership ($95 USD/month on Skool): engagement + platform habits were the bottleneck.2025 pivot: weekly $100 → $165 “Net Worth Accelerators,” then smart one-time 12-month upgrade.WHERE IT LANDED (TODAY)Step 1: Financial Fitness Assessment — $195 one-off (high clarity, low risk).Step 2: Get Financially Fit — 12-Month Program — $5,070 one-time. Cadence: weekly (Month 1) → fortnightly (Months 2–3) → monthly (Months 4–12). Why it works: intensity upfront, accountability long-term, zero billing friction.REAL-WORLD RESULTSClients who commit 12+ months have increased net worth by ~$80k on average, plus the intangibles Daniel loves: couples aligned, confident, and moving together.CALL TO ACTIONSShare this episode with a coach or service provider who’s pricing their offers.Leave a 5★ review to help the show grow.Join the weekly newsletter for money + business insights (danielmarshall.com.au).Ready for Step 1? Book the $195 Financial Fitness Assessment.

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