Side Hustle School Ep. 3221 - Weekend Workshop: The Premium Pricing Paradox
Oct 26, 2025
Explore the intriguing Premium Pricing Paradox and how selling a $100 Alaska coupon book can lead to greater profits. Discover the origin story behind the Alaska Tour Saver and learn why charging premium prices attracted more engaged customers. Uncover effective sales strategies and the psychology behind pricing that builds momentum. Finally, find out how to apply these insights to your own side hustle, ensuring that delivering exceptional value makes higher prices feel like a steal!
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How TourSaver Began In Alaska
- Scott McMurrin and Gary launched an Alaska TourSaver coupon book after leaving media sales and persistent pitching.
- They built a business targeting independent travelers who found Alaska expensive and wanted real savings.
Charge More By Delivering One Use Value
- They rejected the typical low-price coupon model and instead created genuinely valuable, high-ticket offers.
- Pricing the book at $99.95 reframed value so one use could reimburse the entire purchase.
Higher Price Attracts Better Customers
- Charging $100 improved customer quality and attracted more engaged, appreciative tourists.
- Participating businesses also benefited because those customers were better prepared and easier to serve.
