Why You Should Make Prohibitively Expensive Products for Your Super-Fans

In 2018, I ran a photo + video workshop in Bali for Jacob Riglin and Jeremiah Davis. (We ended up running 5 workshops on 3 continents for 50 guests from 15 different countries over the course of 18 months). Launching the first workshop was nerve-racking. Since it was an all-inclusive international trip, it was pretty expensive. We priced that first workshop at $4,800. We were nervous that no one would sign up, and that people would roast us in the comments for creating something so expensive. 

48 hours after launch, we sold out all 10 spots. But the nerves didn’t go away. 

When guests arrived, we were very concerned with their experience. We wanted everything to be perfect, since they spent so much money on the trip. I worked myself to the bone making sure every detail was sorted, and everyone was having a good time. But about halfway through the week, the guests kept asking me to sit down and chat. They weren’t concerned with being waited on–they wanted to build relationships. 

After our first workshop, we realized that people were just happy to be there. We didn’t need to kill ourselves to make the trip worth it for them. The next four workshops were much smoother. 

One thing we kept hearing from our guests was that the thousands of dollars they spent on the trip was well worth it. And judging by the fact that our first one sold out in a matter of days, I’d say we could have charged 50-100% more for it, and still sold out. 

So here’s the lesson: within every audience, there are “super-fans” who will pay nearly any price for a premium product. And if this is the case, why not create a high-value, high-priced product that can take care of a quarter’s worth of income in one go? If you have a small set of fans who will pay virtually any price for a product or experience, then why is your most expensive product a $75 hoodie? The sales you get on your most expensive product during the first day is your subset of super-fans. And they’re quietly asking for more from you. 

Dream big. What’s an experience or expertise you could offer for $5,000? Someone will pay for it.