The Harvard-backed method for increasing the value of your service—with just your words.

Or... How to write about your business so that you can raise your prices!
(Based on Harvard Business Review research)

So you have a great product. A clever name. Prime customer service (not to be confused with Amazon Prime customer service—has anyone ever had to deal with them? Please no.) 

But you need more cashflow. What can you do to increase the value of your business without changing a single thing about the way you operate?

You change your words. 

How you talk about your business IS your business. Until clients stumble doe-eyed through your front door, all they know about your business is what you tell them. No more. And not a cent less.

What are they learning from the words you slapped on a Weebly site at 3 a.m. while licking Dorito crumbs off your keyboard?

They should be able to understand, within seconds...

    • What you sell (product development)
    • How much it’s worth (pricing & value)
    • Who buys it (customer segmentation)

When your ideal client is slowly twining her mouse cable around her neck in Cubicle 6B, dying for a vacation and reading YOUR website, she’s weighing the perceived value against your asking price.

You have payroll to cover, a mortgage, groceries to buy. Your asking price is only flexible to a certain degree. To win the battle between price and value taking place in Cubicle 6B right now, lowering your price is not the answer. 

But raising the perceived value is the answer.

So what in the name of tequila is perceived value and how do you increase it? 

I’m so glad you asked, friend. Sit down.

 *pats barstool next to me a little too eagerly* 

It’s lesson time. 

An amazing Harvard Business Review article came out in 2016 that—in my humble opinion—should have been on the front page of every newspaper on the planet. 

The argument was: 

What people value in their purchases is not a list of ingredients or features. 

It’s how those features make them feel. But even more importantly, we aren't talking about how they feel about the features.

It’s how they feel about themselves that matters.  

The writers then identified a pyramid of 30 key "Elements of Value" that people love to get from their purchases—things they're willing to pay more money for. Some of the elements are obvious, like quality, saving time, and reducing hassle. Those are the functional elements of value. 

As you climb the pyramid, the elements get more complex—and important. The emotional elements of value include things like reduced anxiety, providing access (private clubs, anyone?), and wellness. 

Taking it a step further? The life-changing elements of value are the ways your clients' lives are transformed by working with you. 

(Hint: this is where your Destination Story gets its power)

All this to say, people don't care about your business. They care about how your business changes them.

All right, lose the righteous indignation. All I’m saying is that everyone is busy. They’re thinking about whether or not the babysitter is judging the contents of their fridge, or whether they’ll be seated next to a single hottie on their next flight. They have jobs, and bills, and family, and friends to think about. 

They simply don’t have time to be worried about your business unless it can help them. 

Here’s an example of this: 

You’re so proud of your 1,157 5-star TripAdvisor reviews. And they’re great for business! But the only reason people actually care about those reviews is that they reduce perceived risk. 

Lots of TripAdvisor reviews make people feel safe, like they’ve made a good purchase (reducing risk) by booking with you. ("If a guy named Noob_3000 can handle this Costa Rican zip line, you better believe I can!”)

One of the world’s top copywriters, Don Miller, argued recently that the more of the Elements of Value you can work into your copy, the higher people will value your product or service.

My recommendation is to work through these Elements like a checklist. Brainstorm ways your business provides these elements to your clients. Then, walk through your website, sales pages, service descriptions, and marketing materials to communicate that.  

I even created a simple worksheet to make it easier.

Important note: you don’t need to use the NAMES of the elements (i.e., “My product reduces risk and provides therapeutic value!”). You simply need to communicate that your product accomplishes these changes for your client. 

The pyramid has four layers, moving from the easiest to provide and communicate (Functional Value) to the most difficult (Social Impact Value).

Most products and services provide several of these elements to customers. They have lots of overlap, so don’t be afraid to layer and combine!

Downloaded from HBR.ORG. article by: Eric Almquist, John Senior, and Nicolas Bloch

Downloaded from HBR.ORG. article by: Eric Almquist, John Senior, and Nicolas Bloch


Here’s a list with some quick examples of copy that communicates each (or an explanation and link to a brand that does it well).


The basic, functional value of your service. (The obvious layer)

For example: You provide an airport shuttle for your guests if requested. Sharing how it saves customers time conveys an element of value in your copy.

Copy: "Don’t spend your travel day at the mercy of a bus schedule! Tell us when your flight is and we’ll schedule a shuttle to get you to Heathrow exactly when you need to be there—no hours at the bus station needed."

Other elements of Functional Value:

  • Informs

  • Sensory Appeal

  • Variety

  • Quality

  • Organizes

  • Integrates

  • Reduces Cost/Saves Money

  • Avoids Hassles

  • Reduces Effort

  • Saves time

  • Simplifies

  • Makes money (If you’re not in B2B, a referral program with cash payouts could be a way to add value here)

  • Reduces risk (hello, travel insurance!)

  • Connects (Think: co-working spaces, networking opportunities)


Emotional value is SO MUCH MORE IMPORTANT than you think. Many businesses quit after advertising their functional value, but brands that stick know the goods lie in emotional value.

For example, brands that people will fight you over usually have atmospheric levels of Badge Value. Think Supreme. Vivienne Westwood. People spend more on these well-known brands because they recognize that the business values the same things they do, and that sporting Vivienne Westwood clothes advertises their own concern for Vivienne’s causes.

  • Wellness

  • Therapeutic Value

  • Entertains

  • Attractiveness

  • Provides Access

  • Reduces Anxiety 

  • Rewards Me

  • Nostalgia

  • Design/Aesthetic

  • Badge Value


Moving to the more complex—but also more rewarding—level, these elements are ways that your service will transform the person’s life not only for the time they’re with you, but long after. If you can convey (and deliver, obviously) even one or two of these well, you’ll be on your way to a Kayla Itsines-worthy fanbase.

Example: Self actualization is a strong value for groups who offer clients the opportunity to do some soul-searching and reach their goals.

Become the best version of yourself. Join us in 2019 for this life-changing silent retreat to discover your deepest desires and goals—and then reach them.

Other life-changing value adds:

  • Motivation

  • Heirloom

  • Affiliation / Belonging

  • Provides Hope

  • Self Actualization


Social impact is the Illuminati Eye of the Harvard value pyramid. It applies when your group supports  a cause or helps people benefit the world around them, particularly in ways that are more difficult to advertise (i.e., NOT doing it for the ‘gram).

Self transcendence:

Ex. We are all part of the movement toward a more just world—or against it. Join our organization today to help us move the needle faster. 

The more elements of value you can convey in your copy, the more people will happily pay for the opportunity to work with you. Work through them, and you may be surprised at how many your business already provides—and all you have to do? Is advertise that.


7 Critical Components of a Profitable Travel Business Website

On a scale from "open-mouthed-chewers" to "ants-got-into-my-organic-local-orange-blossom-honey" (but HOW did they get onto my kitchen counter without going up the wall?? HOW??)...  how annoying are these lists of "THE TEN CRITICAL THINGS YOU MUST HAVE ON YOUR WEBSITE/ IN YOUR EMAILS/ UP YOUR ASS IN ORDER TO SUCCEED"? 

And yet, here we are, friends. I'm comin' at ya with another. 


Because I see websites every. single. day. that are losing SO MUCH MONEY because they're neglecting a few basic (and easy to fix) components.

It's like skipping leg day, except it's your sales funnel that's unbalanced, instead of your body (insert awkward gym selfie here).

So, that said... it's not hard to strengthen your website and get more sales online, you just need to make sure your website has these seven keys to online sales *garbled chewing sounds*

1. One clear message

Donald Miller, the creator of StoryBrand, calls this the "grunt test." If a caveman looked at your site for 5 seconds, would he be able to grunt out what you offer & how to buy it? 

The 7 critical things you must have on your hospitality website

This sounds ridiculous, but—we know that the average time on a website is about 8 seconds before people decide it's not for them and move on. If all you have is 8 seconds to convince someone that you're great, your message NEEDS to be simple & clear. Simplicity is the BEST way to quickly help people understand what you offer—and more importantly, remember your offer later when they are ready to buy.

Websites live & die by "Keep it simple, stupid." 

2. Credibility / Authority

What qualifies you? Do you have certifications or many years of experience? Are you approved and recommended by any local tourism boards?

Keep this short. Instead of a wordy paragraph no one will read, list your street cred in a way people can quickly scan and be impressed. Think logos, graphics, bullet points, badges, graffitied wall tags, whatever.

3. Social Proof (testimonials, social media) 


We humans are a bit sheep-like. We feel comfortable and safe to go somewhere others have already tested and found fabulous. 

And you WANT your readers to feel comfortable and safe enough to book you, even if your deal is adventure travel or other adrenaline experiences. Why? Because they've never met you, or possibly even heard of you before landing on your site, so they're already going out on a limb to hand over their credit card information to you, a total stranger.

That's enough risk for one day.

4. Call to Action

As a former web designer, it's amazing to me how often this is left off. The point of your website is to get sales, am I right? So ask for the sale!

Asking people to buy is not pushy or cheap. People come to your website because they're considering booking you. They actually want to be sold. They're prowling the web because they want to find an amazing place to visit.

Give the people what they want!

5. Lead Capture

Not everybody is going to dive in face-first to your experience. That's ok—you don't have to lose them forever. Give people who aren't quite ready to buy a reason to hear from you again. Maybe you have a downloadable guide to your local area, or a rate just for "friends & family" who subscribe to your newsletter. It doesn't matter what exactly it is, as long as your audience will find it useful and valuable enough to hand over their email address for it. 

Want some inspiration? Here's mine ;)

(See what I did there?)

6. Urgency 

This one can be a little tricky, but done right, it will CHANGE YOUR LIFE. Most folks sitting at home in their underwear, browsing the web, are not really prepared to book RIGHT NOW. They don't have their credit card on hand, they're thinking about grocery shopping, papers they need to grade, etc. So if you don't give them a reason to book today? They won't.

Give them a reason.

(The caveat: don't create false urgency that smells of a scam. More on that later) 

7. Transformation and/or the psychological layer of copy

I've said this before, and I'll keep saying it until you're rich, ok? 

Pretty pictures and a list of features are not enough to set you apart from the crowd. 

pinterest destination stories 2019.png

Some people are good at visualizing themselves working with you. They just "get it" right off the bat, and they can read between the lines to understand exactly what you have to offer.

But most people won't be able to do that quickly, and you need to walk them through it. That's ok! This is exactly what destination stories are for. To simplify this concept as much as possible,  identify your ideal client. Think about the way she feels before booking with you. What stresses her? What is she doing on a daily basis? How does she feel about herself? 

Now imagine she books your signature offer, shows up, and LOVES IT. 

What's she feeling now? What's her average day like? How does it change the way she feels about herself? How do these emotions and changes bleed into her daily grind back home? 

That's a destination story.

If that's a little vague and woo-woo for you, I break ALL OF THIS down into bite-sized pieces and help you implement it in YOUR business through my signature 1:1 program, The Odyssey.