Blair Enns – Pricing Creativity 2023: The Complete Guide to Value-Based Pricing for Creative Professionals

Transform Your Creative Business with Strategic Pricing Methodology

Blair Enns – Pricing Creativity 2023 represents the definitive resource for creative professionals seeking to maximize profitability through value-based pricing strategies. This comprehensive guide demonstrates how to price for the value you create, not the time you spend, enabling creative agencies and consultants to achieve 50% to 300% revenue increases.

Core Pricing Philosophy: READ. APPLY. WIN.

The fundamental premise of Blair Enns – Pricing Creativity 2023 centers on a transformative shift: when creative professionals stop pricing time and inputs and start charging for client value creation, both parties achieve superior outcomes. This methodology has enabled countless agencies to double or triple their margins within twelve months of implementation.

Comprehensive Content Structure and Learning Framework

Section 1: Foundational Principles – Understanding Value-Based Pricing

Blair Enns – Pricing Creativity 2023 begins with essential pricing principles that reshape how creative professionals approach client engagements:

• Introduction: What Price for a Logo? – Real-world scenarios demonstrating value-based pricing applications
• Price Like a Marketer – Strategic positioning techniques for premium pricing acceptance
• Inputs, Outputs, or Value: What Are You Selling? – Framework for identifying true value propositions
• The Many Ways in Which You Deliver Value – Comprehensive value identification methodologies

Section 2: The Six Essential Rules for Pricing Success

The six fundamental rules in Blair Enns – Pricing Creativity 2023 provide actionable frameworks for immediate implementation:

1. Price the Client, Not the Job – Client-centric pricing strategies
2. Anchor High – Psychological pricing techniques for maximum value perception
3. Say a Price Before You Show a Price – Presentation sequencing for optimal client response
4. Master the Value Conversation – Consultative selling approaches that justify premium pricing
5. Offer Options – Tiered pricing structures that maximize client investment
6. Limit Unpaid Proposals to One Page – Efficiency strategies that protect profitability

Section 3: Advanced Pricing Tactics and Implementation Strategies

Blair Enns – Pricing Creativity 2023 provides 20+ specific pricing tips for diverse scenarios:

Proposal Construction and Pricing Architecture

• Constructing Your Proposals – Step-by-step proposal development methodology
• Crafting High-Priced Options – Premium tier positioning strategies
• Framing Low-Priced Options – Entry-level positioning without devaluing services
• Make the Margin in the Middle – Three-tier pricing psychology

Alternative Pricing Models and Revenue Strategies

• Do Retainers Right – Recurring revenue optimization
• Lease Instead of Sell – Innovative compensation structures
• Sprints, Points, and Alternative Pricing Models – Modern pricing methodologies

Professional Negotiation Techniques

• Sell Risk Reduction – Value proposition enhancement strategies
• Never Discount (But When You Do, Do it Right) – Price protection methodologies
• Alternatives to Cutting Price – Value-added negotiation tactics
• Remove Pricing From the Front Lines – Organizational pricing strategies
• Negotiate Like a Pro – Advanced negotiation frameworks

Section 4: Implementation Tools and Resources

Blair Enns – Pricing Creativity 2023 includes comprehensive implementation tools:

• The 4 Conversations of the Sale – Sales process optimization
• Value Conversation Outcomes – Measurable result frameworks
• Proposal Guidelines Checklist – Quality assurance protocols
• Pricing Creativity Rules Checklist – Pre-presentation verification
• Post-Engagement Pricing Review – Performance tracking methodologies