As someone who grew up in South Africa and immigrated to the UK with (very) limited savings when I was 26, I understand the economic challenges faced by people in countries with weaker currencies. I’ve always been sympathetic to individuals from nations like South Africa, Central Africa, South America, India, and others in similar situations.
In the past, I’ve experimented with offering free access or significant discounts to people from these countries. However, I noticed a concerning trend: engagement levels dropped significantly when the price was lowered or eliminated. This aligns with the well-known principle that perceived value often diminishes when the price is reduced or removed entirely.
The content in my paid tier represents hundreds of hours of hard work and expertise. While I already undercharge (intentionally) compared to other marketing training and membership services, I’ve found that further discounting often leads to underserving the very people I aim to help.
Balancing affordability with perceived value is a delicate act. When I know that gifted or heavily discounted memberships result in lower engagement and potentially less value for the recipient, it doesn’t feel right.
For these reasons, along with some technical considerations, I’ve made the difficult decision not to offer pricing parity. My goal is to ensure that all members, regardless of their location, receive the full value of the program and remain engaged with the material.
~ André