024: Painkiller Positioning: How to Create Offers Clients Actually Need

In this episode, Meredith and Melissa dig into the difference between “nice to have” offers and services your clients can’t live without. They break down what it really means to create painkiller positioning—offers that speak directly to urgent problems and drive faster, higher-converting sales. They also unpack why most agencies need to ditch custom scoping and start using tiered pricing to streamline sales, delivery, and growth.If you’ve ever felt like you’re constantly reinventing the wheel or struggling to sell work that should land—this one’s for you.What to Expect in This Episode:How to move away from “maybe later” offers and sell with urgencyWhat painkiller vs. vitamin positioning actually looks like (with real client examples)Why tiered pricing works—and how it improves conversions, retention, and client growthThe psychology of value perception and how price anchoring boosts your average saleA 5-step roadmap for building or refining your offer tiersActionable Takeaways:Use tiered offers to let clients grow with you (and to protect your time)Anchor pricing with a high-ticket tier—even if few buy it, it adds value perceptionAlign offers to urgent client problems, not abstract outcomesStop custom-scoping every project—standardized tiers increase efficiency and clarityBuild price gaps that feel meaningful (1.5x or more) between each tierReal Talk Moments:Clients aren’t buying for vibes. They’re buying because they’re in pain—and they need help now.You can’t be firing on all cylinders every season. You need structure, or you’ll burn out.Founders stay stuck because they’re constantly reinventing scopes. Tiering solves that.If someone’s always negotiating you down, it’s a positioning issue—not a pricing one.-Big thanks to Copper for making this podcast possible. We’ve partnered up with Copper to help creative agencies like yours take the stress out of lead generation and nurturing. If you’ve been feeling stuck in the cycle of trying to grow, our free Lead Nurturing Playbook is your solution. It’s about making connections feel natural and turning them into lasting relationships.-Connect with Us:Follow us for more insights on agency growth strategies. You can find us on Instagram and LinkedIn. Join our Agency Advice Column here.For all inquiries, contact us at [email protected] Your Hosts:Melissa Lohrer is the Founder of Waverly Ave Consulting, a Growth Consultancy for indie agencies. She partners with agency owners to create seven-figure growth through strategic repositioning, modern revenue models, and relationship-based sales. Connect with her on LinkedIn and Instagram.Meredith Fennessy Witts is the Founder of Le Chéile, the go-to finance and strategy consultancy for creative agencies scaling beyond seven figures. She helps creative founders clarify their cash flow, restructure niche offers and pricing, and ensure they’re running a...

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