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Knob shows that pricing can be part of your positioning.
While most keyboards compete on price, Knob charges $439 without blinking.
Why? They know exactly who they’re building for: engineers and power typers who live on their keyboards, care about the feel, and want every key dialed-in.
If your buyer cares deeply about the problem you solve, don’t be afraid to price high. In software, we often see a race to the bottom, but sometimes, planting your flag at the top is the only way to stand out.
This is a great example of a simple, yet bold pricing page. Fey, a fintech company recently acquired by Wealthsimple, puts a giant 30 on their pricing page to show what the product costs.
No tiers. No cute names. Just $30 a month, or $1 a day.
I love how they also add a sharp comparison against ad-supported freemium tools and big-ticket enterprise solutions. It carves out a clear position in the middle.
Premium enough to skip ads, and powerful enough to complete with big players.
Front’s comparison page is a perfect example of how to compare your product against an incumbent category vs a specific competitor.
The headline sets the tone: “Email isn’t made to scale with your team and customers. Front is.”
A short, use case–focused checklist drives the differences home without relying on endless features.
If your buyers lean on dated alternatives, start there. It’s a safe way to showcase why you are different without the risk of calling out a competitor.
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Three articles, posts, or tools you should add to your swipe file.
​Find Your ICP in 5 Steps – Alex Estner shares a no-guesswork framework for nailing your ICP. ​
​5 Weird Questions to Test Website Content – Brendan Hufford shares 5 gut-check questions to spot checkbox marketing so you can create content that stands out. ​
​I Dare You to Call This Number – Tom Orbach breaks down Pulkit’s no-human sales funnel disguised as a party trick.
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See you next Wednesday!
Jason and Aubrey
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P.S.
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