In deciding on how we'll frame our offer to be attractive to clients, we need to consider how they will perceive its value — and how we can maximise that perception.
They will decide whether that value is a good enough return on investment for the price.
So the higher we can drive the perceived value, the more we can charge for our services and products.
In his book $100M offers, Alex Hormozi popularised the 'value equation'. This sets out a way of visualising the components of how customers unconsciously perceive value: