A single price makes the buyer decide between your product and nothing. Three prices make them decide between three versions of your product. The second decision is the one you want them making.
How to cut one product into three
You do not need three products. You need three honest sizes of the same work.
- By amount: one week of meal plans, five weeks, the whole season.
- By format: the PDF; the PDF plus the editable file; the PDF, the editable file and the video walkthrough.
- By use: for yourself; for a team; for your clients (a license to use it in your own work).
What matters is that each tier is genuinely more of something, and that the description says exactly what the extra is. A tier that is the same product with a nicer name is the kind of thing buyers notice and remember.
Where to put the price you want people to pick
Put it in the middle and make it obviously good value — a clear drop in the price per week, per template or per page from the smallest size. Say that out loud on the page. “Five weeks for $39” next to “one week for $27” does the arithmetic for the buyer.
What changes on the page
The product page stops being a wall of copy with a button at the bottom. It becomes a short description and three rows the buyer taps. Show the “from” price at the top of the store so the cheapest tier is what catches the eye, and let the choice happen on the product, one tap before the card.
Then deliver the right file for the tier that was paid for. That sounds obvious and it is the part that breaks most often: the buyer pays for five weeks and receives the one-week file, because the two were never really separate products in the system. Test each tier the way a buyer would, with a real payment, before you publish.