Value-based pricing and the Matildas

September 19, 2023

I love this quote from Brene Brown;

“If you don’t have the data and you don’t have the story, you don’t have what it takes to move people.”
Brene Brown

It’s the cornerstone of how to base your pricing on the value that you bring, to move people through your pricing, you need to start looking for both the STORY and the DATA.

Let’s take a look at how this concept applies to the Matildas – the Australian women’s soccer team.

Allow me to share my own story:
•            My daughter who represents her school at social soccer now wants to join a competitive club.
•            She incessantly kicks a soccer ball around the house.
•            She plays FIFA mobile and has used her own money to buy the FIFA 2023 game which for the first-time feature women although the game is not as flexible as the men’s.
•            I have watched 3 games in a row after vowing not to watch soccer again. This is after I witnessed IRL theatrics displayed in the Australia vs Italy World Cup game in Germany.
•            I am now considering, watching another live game, watching games on TV, buying merchandise for my daughter.

Now, let’s dive into some compelling data*:
Australia vs England
•            Attendance – 75,784 (at Capacity)
•            Audience reach – 11.15M (that’s more than 43% of the Australian population!)
Australia vs France
•            Attendance – 49,461 (at Capacity)
•            Audience reach – 4.904M

My personal story, coupled with this data, highlights how the Matildas have successfully captured the attention of new audiences like me, contributing to these remarkable numbers. This demonstrates the added value that women’s sports bring, leading to increased ticket sales, advertising opportunities, sponsorships, merchandise sales, and valuable digital media data. It’s a powerful argument against gender pay gaps or funding disparities.

Here’s a challenge for you: Instead of asking for a standard testimonial like “Person X was great to work with,” consider requesting a testimonial that combines a story and numbers. It can be a game-changer in showcasing your value.

I’d love to hear from you how you go. Whether it’s pricing-related queries or discovering how pricing can uplift your business, I’m here to support you every step of the way. Feel free to book a chat with me via this link.

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