Judgement-free

The first trap: good, better, best.

You’ve seen them pretty much everywhere: SaaS, productized services, services, products, subscriptions…

While it would make sense to offer tiers named “Good, Better, Best” there’s a thing that gets overlooked: judgement.

It judges the buyer’s decision:

• You can only afford “Good”, not the premium.
• You can only do “Bronze”, not the Platinum
• You can’t afford more expensive things…

It makes them feel pressure, that what they decide is of less value than the rest of the options. That while they’re affording something “good”, it’s not good enough.

A work around is naming your offers based on the value they help create. Your customers will see what’s the trade-off on the different options and choose according to their focus.

All while evaluating 3 different values, judgement-free.