I’ve just purchased Brennan Dunn’s “Double Your Freelancing” course, as it’s a) on sale today (urgency!) and b) solves a problem I’m interested in at the mo. My thought process for making a purchasing decision was very interesting. Couple of notes, which I thought were worth sharing:

1. I’ve been subscribed to Brennan’s list for a long time, but only today considered purchasing. Before, his course hasn’t solved a problem I needed; now it does. A one-day urgency sale, with a single reminder email was enough to prompt me to buy.

2. The sales page was very good, but I skimmed a lot of it. I only read it properly when I was pretty sure I wanted to buy. So, making sure sales pages are skimmable is important.

3. There was so much social proof on the page I didn’t look for independent reviews. Social proof from people whose names I recognised was very powerful.

4. I presumed I wanted the most expensive tier – and even added it to my cart – but then looked at what was in the cheap tier. I realised I didn’t actually want or need any of the things in the more expensive tier, and saying “you don’t get free updates” seemed like a technical nightmare. On purchasing, turns out that hunch was right, and there are free updates. Thus – adding real value to a more expensive tier is key.

5. I was surprisingly price-insensitive. With a discount code, I was happy to pay the $200 for the top tier, on the justification I only need to take away a couple of things for it to be worth it. Quite possibly I would have used that logic right up to $400 or $500.

Brennan does around $80k/month in sales, so he obviously has this down. Interesting nonetheless to work out how I decided to buy this course, caveats on what’s weak in the sales process, and how one can avoid them going forwards.