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Workweek Newsletter {beacon} {ww_hashed_user = md5(email)}

Daniel Murray

Oct 18th, 2026

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Hey Marketing Bestie,

Ari just asked me to design her office for her using Chat.

1st of all, that's my hell.

2nd of all, and I can confirm this is true, the following reply is not acceptable:

"No, I'm good. I'm cozy."

Pardon me for wanting a lazy Sunday!

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5 Steps to Finding the Right Price for Your Next Offer

Pricing might be 1 of the most overlooked parts of marketing.

We spend weeks debating messaging, creative, landing pages, and distribution.

Then when it's time to figure out what to charge, we look at competitors, add a little margin, and pick a number that feels right.

Which is pretty crazy when you think about how much pricing impacts revenue.

My good friend Tamara Grominsky taught me a pricing framework that I think every Marketer should know.

It's called the Van Westendorp Price Sensitivity Meter.

The name sounds complicated. The actual framework is surprisingly simple.

You ask potential customers 4 questions.

Step 1️⃣: Ask

Instead of asking someone how much they'd pay for your offer, ask:

1. Too Expensive: At what price would this be so expensive that you wouldn't even consider buying it?

2. Too Cheap: At what price would this be so cheap that you'd question its quality?

3. Expensive, But Acceptable: At what price would this start feeling expensive, but you'd still consider buying it?

4. A Bargain: At what price would this feel like a really good deal?

I love the 2nd question.

Because we spend so much time thinking about whether our prices are too high that we rarely consider whether they're too low.

And sometimes a lower price makes people MORE skeptical of what you're selling. Cheap is expensive.

Step 2️⃣: Turn the Answers Into a Pricing Range

Let's say you're launching a new Marketing analytics tool.

You survey 100 potential customers using those 4 questions. ^^

Now what?

1st, put every response into a spreadsheet. Each row is a customer, and each column is 1 of the 4 pricing questions.

Next, plot the responses using the Van Westendorp method.

You're looking for 4 important points:

Point of Marginal Cheapness: The lower boundary of your acceptable pricing range.
Point of Marginal Expensiveness: The upper boundary of your acceptable pricing range.
Optimal Price Point: Where the percentage saying "too cheap" equals the percentage saying "too expensive."
Indifference Price Point: Where the percentage describing a price as cheap equals the percentage describing it as expensive.

For example, let's say your analysis gives you these hypothetical results:

Acceptable price range: $79–$199/month
Optimal price point: $129/month
Indifference price point: $149/month

Now you have an actual range to work with.

You could test $99, $129, and $179 instead of debating whether the product should cost $49 or $299.

1 important detail: The "optimal" price point is a technical term in this model. It doesn't mean that's automatically the most profitable price.

Step 3️⃣: Break Down the Data by ICP

THIS is where I'd spend the most time.

If you have multiple ideal customer profiles, don't average everyone's responses together.

A startup founder and an enterprise CMO probably have VERY different ideas of what's expensive.

Segment your results by company size, industry, buyer persona, or use case.

Let's say your research reveals:

SMB customers: Acceptable range of $49–$149/month.
Mid-market customers: Acceptable range of $149–$399/month.
Enterprise customers: Acceptable range of $399–$999/month.

These are hypothetical numbers, but imagine discovering this about your audience.

You might realize your current $99 offer is leaving money on the table with enterprise customers.

Or that you need a simpler, lower-priced package for SMBs.

You can even use the findings to decide which ICP to prioritize.

Just make sure each segment has enough survey responses to support the comparison.

Step 4️⃣: Use AI to Analyze Everything

Here's where ChatGPT or Claude becomes useful.

Upload your spreadsheet with the survey responses.

Then use this...

COPY THIS PROMPT:

"Act as a B2B pricing strategist.

Analyze my Van Westendorp pricing survey and calculate the four pricing curves and their intersection points.

Show me the acceptable pricing range, optimal price point, and indifference price point.

Then segment the results by ICP, company size, industry, and buyer persona.

For each segment, recommend three price points worth testing and explain why you selected them.

Identify opportunities for different pricing tiers and packaging based on the research.

Create a chart for each ICP, a comparison table, and a summary of the biggest pricing insights.

Flag small sample sizes, missing data, and inconsistent responses. Use the actual survey data and don't invent results."

Now you have a pricing analysis you can actually use.

And here's what I'd do next.

Take the results and ask AI to help you develop three potential offers:

Starter: A lower-priced package focused on the essentials.

Growth: Your core offer with additional functionality.

Enterprise: A premium package with features, integrations, or support that larger customers value."

You can also upload customer interviews or sales call notes to help figure out which features belong in each tier.

The survey tells you how people perceive prices. Your customer research helps explain what they're paying for.

Step 5️⃣: Pick 5 Prices and Test Them

Now you have your pricing range, your ICP breakdown, and a few potential packages.

Time to see what people actually buy.

Take three prices from your research and test them with comparable groups of qualified prospects.

For example, if your acceptable range is $79–$199, you might test:

$99/month
$129/month
$179/month

Measure conversion rates, revenue per visitor or qualified lead, and profitability.

Because the price that gets the most customers isn't necessarily the price that makes you the most money.

And don't forget to account for your costs. A price can be acceptable to customers and still be terrible for your margins.

Here is what I would do: Before launching your next offer, survey 50–100 qualified prospects using the 4 Van Westendorp questions. Break down the data by ICP where you have enough responses, upload it to ChatGPT, and use the results to select three prices to test.

You might discover that the price your team spent 3 meetings debating wasn't even in the range your customers considered reasonable.

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