Build offers around customer needs and clear value
The book begins with purchase decisions, value, trust, and risk before examining customer research and journey mapping. Pricing chapters connect perception with business models and measurement. Later sections address authentic urgency, bundles, bonuses, and guarantees, followed by a structured approach to offer testing.
The material brings these elements together around customer needs and transparent communication, with ongoing analysis used to guide improvements.
What you’ll find inside
- Customer needs and purchase decisions
- Research and customer-journey mapping
- Pricing models and value perception
- Authentic urgency, bundles, and guarantees
- Offer testing and optimization systems
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