Priya, yoga instructor and online studio owner

I teach yoga in a small studio and during the pandemic started offering online memberships. My website is basic, Wix I think. I had two options for members: monthly or drop-in. I read the chapter on price ladders and thought, let me try adding a middle option. So now I have drop-in, monthly unlimited, and a "Seasonal Journey" three months with a small discount and a free workshop. The middle one used to be my main seller. It still is, but the seasonal one sells more than I expected, and it brings in cash upfront.

The other thing was from the trial chapter. I used to offer a free week and then send an email on day six saying "don't lose access." After reading, I changed it. Now after a student's third class, I send an email that says "You've been showing up here's a free guided meditation to keep your practice going." Then a few days later I invite them to join. It feels kinder. More people have converted.

The book isn't for yoga teachers. But if you can look past the tech examples and find the human part the timing, the kindness in how you ask it's useful.