Price one unit first
Define one real placement: channel, position, length, date or window, production work, approvals, proof, exclusions, and rights. If the unit cannot be scheduled and delivered from the written scope, do not bundle it yet.
Separate the components
| Component | Pricing role |
|---|---|
| Qualified reach | Base media reference. |
| Production | Fixed creator labor beyond standard insertion. |
| Proof | Delivery evidence and reporting effort. |
| Scarcity | Real prime inventory or constrained capacity. |
| Exclusivity | Defined category and term opportunity cost. |
| Usage rights | Separate license for reuse, paid media, likeness, term, and territory. |
Create tiers only when the decision changes
A contained test can use one placement and standard proof. A repetition package can use several placements across a defined period. A category package can add real exclusivity, inventory, or evidence. Changing only the tier name does not create value.
Use a scope trade—not an automatic discount
- Lower total: remove or reduce a named deliverable.
- More proof: define the evidence and added work.
- Exclusivity: define category, term, territory, and cost.
- Rush: confirm feasibility and apply a real rule.
- Paid usage: use a separate, professionally reviewed license.
End with an operational decision
State how inventory is booked, what payment is due, who approves the creative, how many revisions are included, what happens if timing changes, when proof is sent, and how the next step is accepted.