Module 1
What Luxury Is and What It Isn't
Most professionals sell the deliverable. Wealthy clients buy what the deliverable says about them. This module shows what luxury means when a client chooses between you and someone cheaper.
What Luxury Isn't
- 1.1 What a Wealthy Client Pays For Open the first sentence about your work with the kind of client who hires you.
- 1.2 Premium, Aspirational, and Luxury Words cannot make a business luxury, but a limit on who can book you can.
- 1.3 Affordable Luxury Does Not Exist Choose one limit on who can book you, or when, and keep it.
- 1.4 The Gift Bag Stopped Working Keep the gestures that come from your own work, and replace the rest.
- 1.5 A Client Notices Attention Meant Only for Them Act on one detail a client mentioned, before they ask, and do not announce it.
What Luxury Delivers
- 1.6 Clients Hire for the Person They Hope to Be Ask what your work should make possible before you ask about needs.
- 1.7 Achievement, Belonging, and Status Match what you show a client to the reason they give for hiring you.
- 1.8 Do Not Call Yourself Luxury A client checks the word luxury against your page, so state a fact instead.
- 1.9 Explaining Your Value Shrinks It State your price, say when the work starts, and let the client speak first.