How we transformed underpriced writing services into premium coaching packages
In This Case Study You'll Discover:
Why restructuring proposals and positioning led to a 3X price increase and 6x ROI
How developing clear frameworks and deliverables attracted high-ticket clients
The Challenge: Expertise Without Proper Valuation
Josh Doležal came to us with a classic expert's dilemma: despite 16+ years of university teaching experience, published works in prestigious journals, and proven results, his business model was severely undervaluing his expertise in the marketplace.
He was basically offering Ivy League expertise at community college prices. We all knew his methods worked, but he struggled to communicate that value in his proposals and sales calls.
College essay packages priced much lower than competitors despite delivering exceptional results
A Business Stuck in Undervaluation
Proposals focused heavily on process details rather than transformation outcomes
Each client engagement built from scratch, creating inefficiency and scope creep
Generic service descriptions failing to capture the true value of his literary expertise
Book coaching offered as one-off sessions rather than comprehensive engagements
Here's What We Found
Our initial assessment revealed a fundamental disconnect between Josh's exceptional capabilities and how he positioned himself in the market. He wasn't just another writing coach – he was a published author with academic credentials and unique methodologies – yet his business structure failed to communicate this difference to potential clients.
This misalignment was costing Josh significant revenue and attracting clients who valued price over expertise.
The Questions At The Forefront
Before diving into solutions, we needed to validate several key hypotheses:
Would developing proprietary frameworks elevate Josh's perceived value?
Could separating college essay services from book coaching create clearer value propositions?
Could restructuring proposals and positioning justify significantly higher pricing?
Our Strategic Approach:
WHere Research Drives Revenue
1. Category of One
Through in-depth analysis, we uncovered Josh's unique strengths that could set him apart in the coaching marketplace:
- His "Focus Sentence" tool for story development
- Application of the Freytag pyramid for narrative structure
- His distinctive "gentle soup *redacted*" approach to feedback (which clients consistently praised
How we did it...
- Literary techniques applied to personal narrative
Rather than positioning him as just another writing coach, we established him as an authority with academic credentials combined with practical storytelling expertise—a unique category that eliminated direct competition.
2. Service Differentiation
We restructured Josh's offerings into two distinct service tracks with clear value propositions:
College Essay Coaching:
Book Development:
- Structured as a premium program rather than editing service
- Created clear deliverables with defined milestone
- Developed templates highlighting transformation over features
- Positioned for serious students seeking results, not just edits
- Restructured from one-off sessions to comprehensive engagements
- Designed for serious writers committed to completing their projects
- Emphasized the literary craftsmanship aspect of the service
- Created frameworks demonstrating Josh's unique methodology
3. Professional Documentation System
- Proposal templates that demonstrated expertise before clients signed
- Tiered pricing structures with appropriate anchoring
- Clear project roadmaps eliminating uncertainty
We created a comprehensive suite of materials to elevate Josh's business:
- Strategic language that attracted ideal clients while repelling poor fits
- Contract templates that protected scope and value
College essay packages increased x3
The Results?
Book coaching packages repositioned from one-off sessions to long-term partnerships
Signed x5 higher-ticket clients in 60 days on 6-12 month retainers
Clear differentiation from "happy-feely" writing coaches
Development of clear frameworks and methodologies
New scalable pricing models
Better client qualification process
Within 60 days (these results are not typical!), Josh achieved a 6x ROI.
Professional proposal systems & contracts
How We Did It: A Process Breakdown
1. Brand Audit & Strategic Assessment
- Current service offerings and how they were described
- Pricing structure and potential client perception
- Client communication and qualification process
- Proposal and contract documents
- Client results and feedback patterns
We identified that Josh's literary expertise and structured methodology were being overshadowed by generic coaching language and feature-focused proposals that made it very difficult to charge premium prices.
- Formalized his "Focus Sentence" tool into a proprietary methodology
- Created a visual model of his Freytag pyramid application
- Positioned his "gentle soup *redacted* " approach as a premium differentiator for serious clients
- Documented his literary techniques as a unique system rather than generic coaching
These frameworks became the foundation for premium pricing and differentiation from "happy-feely" writing coaches who prioritize emotional support over results.
College Essay Coaching:
- Clear deliverables with defined milestones
- Structured process with accountability built in
- Premium positioning targeting motivated students
Book Development:
- Long-term engagement structure (moving away from one-off sessions)
- Comprehensive support with regular accountability
- Strategic frameworks demonstrating methodology
- Premium packages starting at $10,000+
4. Proposal Systems Development
- Initial consultation frameworks designed to qualify leads
- Service package proposals with clear value propositions
- Project timelines with specific milestones and deliverables
- Investment options with strategic tiering
- Contract templates protecting scope and value
Each document was designed to emphasize transformation over features, focusing on client outcomes rather than service descriptions.
- Proposal customization for specific client situations
- Pricing strategy adjustments based on client feedback
- Client communication scripts for difficult conversations
- Contract development and scope protection
- Service delivery refinements to enhance perceived value
2. Market Research and Framework Development
3. Service Restructuring
5. Implementation Support
Before
- Generic service descriptions lacking clear differentiation
- Feature-focused proposals emphasizing process over transformation
- Writing packages priced <$1k despite premium expertise
- Book coaching offered as one-off sessions
- No standardized processes or documentation
- Client-dictated payment terms (often at project completion)
After
- Distinctive positioning based on literary expertise and methodology
- Value-focused proposals highlighting transformation outcomes
- College essay packages commanding $1,500-$3,000+
- Book coaching repositioned as $10,000+ engagements
- Professional templates and standardized processes
- Business-friendly payment terms with upfront commitments
After
- Distinctive positioning based on literary expertise and methodology
- Value-focused proposals highlighting transformation outcomes
- College essay packages commanding $1,500-$3,000+
- Book coaching repositioned as $10,000+ engagements
- Professional templates and standardized processes
- Business-friendly payment terms with upfront commitments
A crucial breakthrough During The Project:
A pivotal moment in Josh's transformation came when we completely reimagined his proposal process. Originally, Josh's proposals were essentially glorified service lists—outlining what clients would get (features) rather than how they would be transformed (outcomes).
We shifted the entire proposal framework to focus on the client's journey and transformation. Instead of leading with "Here's what I'll do for you," the new proposals opened with "Here's who you'll become and what you'll achieve."
This fundamental shift positioned Josh's service as an investment in transformation rather than a transaction for writing help.
"I have signed 5 new clients in the last 60 days. All long term contracts"
"When I started with Graewolves, I thought scaling was 2-3 years away. After implementing their frameworks, nearly double my entire previous year's revenue. They didn't just help me raise rates; they transformed how I package and present my services!"