#3: Pricing Your Russian Doll — The Art of Selling Access, Not Deliverables

May 24, 2025

Read Time: 5 minutes

I once charged $2,000 for unlimited access to my brain.

Unlimited calls. Unlimited feedback. Unlimited hand-holding.

I thought I was being generous.

I was actually being stupid.

My calendar exploded. My energy tanked. My resentment grew.

And the worst part? My clients weren't getting better results.

They were getting dependent.

I had created a pricing model that rewarded neediness instead of progress.

That's when I realized — I wasn't selling my expertise.

I was selling it way too cheap.

The Pricing Revelation

Most entrepreneurs think pricing is about what you deliver.

It's not.

It's about proximity.

How close do they get to your fire?

How direct is your guidance?

How much of your attention do they receive?

The closer they get, the more they should pay.

Not because you're greedy.

Because proximity is your most valuable asset.

The Psychology Behind This Model

There's a principle few talk about called "Prospect Inertia."

It's simple: The more money someone gives you, the more likely they are to give you more.

That first credit card swipe? It's the hardest.

Each one after gets easier.

This is why the Russian Doll pricing model works so beautifully.

Each layer naturally feeds the next.

➡️ Each purchase increases the likelihood of the next purchase.

➡️ Each layer builds more trust.

➡️ Each step brings them closer to your core expertise.

Let me show you exactly how to price each layer:

1. The Outer Doll — FREE (Email List/Newsletter)

• Your widest reach, zero barrier to entry

• Delivers consistent value on autopilot

• Builds the foundation of trust

• The only layer where you give without receiving

This isn't just lead generation.

It's relationship building at scale.

2. The Second Doll — LOW-TICKET ($7-297)

• Single-topic solutions to specific problems

• "How to set up Instagram growth ads"

• "How to build a newsletter that converts"

• "How to write a high-converting VSL script"

These aren't just products.

They're paid auditions for your higher tiers.

3. The Third Doll — GROUP ACCESS ($250-750/week)

• Weekly or monthly pricing options

• Group coaching calls (1-2 per week)

• Shared resources and community

• Offer 20-30% discount for pay-in-full

This isn't just recurring revenue.

It's your profit engine.

4. The Fourth Doll — DIRECT ACCESS ($7K-25K)

• One-on-one guidance

• Custom strategy and implementation

• Accelerated results through direct feedback

• Limited slots create natural scarcity

This isn't just high-ticket.

It's high-leverage for both sides.

5. The Inner Doll — PARTNERSHIP (Equity + Retainer)

• Skin in the game (typically ~10% equity)

• Monthly retainer for ongoing guidance

• Shared upside in their success

• The ultimate alignment of interests

This isn't just a client relationship.

It's an asset that appreciates.

The Pricing Mistakes That Kill Freedom

I've watched hundreds of entrepreneurs price themselves into slavery.

Here's what they get wrong:

🧨 They charge the same regardless of access level

Result: Calendar chaos, resentment, burnout

🧨 They create different offers instead of different access tiers

Result: Scattered focus, complex fulfillment, thin margins

🧨 They undercharge for proximity

Result: Too many clients, too little impact, no freedom

🧨 They overdeliver on lower tiers

Result: No incentive to upgrade, value perception issues

The most expensive mistake?

Thinking more deliverables = more value.

It doesn't.

More transformation = more value.

And transformation happens fastest with proximity.

Real-World Success: The $200K/Month Case Study

One entrepreneur I know implemented this exact model:

• $9 workshop (outer doll)

• $250/week group program (second doll)

• $7,000 intimate access program (third doll)

• Partnership deals (inner doll)

Result: Just under $200,000 per month.

Working hours: Under 30 per week.

The secret wasn't working harder.

It was pricing smarter.

How to Move People Between Layers

The most powerful ascension phrase in business:

"Would you like me to help with that?"

That's it.

No hard selling.

No manipulation.

No pressure.

Just a simple invitation to move closer to your fire.

When someone consumes your free content and hits a roadblock — "Would you like me to help with that?"

When a low-ticket buyer implements but wants faster results — "Would you like me to help with that?"

When a group member needs more personalized attention — "Would you like me to help with that?"

This isn't sales.

It's service.

The Mindset Shift: Less Is More

More people die from indigestion than starvation.

Your clients don't need more information.

They need more guidance.

They don't want more courses.

They want more certainty.

They don't want more options.

They want more clarity.

At each layer of your Russian Doll, you're not adding more stuff.

You're removing more obstacles.

You're not selling more content.

You're selling more confidence.

Testing Your Way to Perfect Pricing

There's no one-size-fits-all approach.

Weekly pricing works for some, monthly for others.

Some thrive on pay-in-full, others on subscriptions.

The key is to:

➡️ Test different approaches

➡️ Gather real data

➡️ Iterate based on results

➡️ Challenge your limiting beliefs

Ask yourself: "Am I avoiding weekly pricing because it won't work? Or because I don't believe my value is high enough to retain clients?"

Your pricing isn't just about money.

It's about your relationship with your own value.

Next week, I'll show you exactly how to create content that feeds each layer of your Russian Doll without burning you out.

But for now, ask yourself:

🔥 Which layer of your Russian Doll is underpriced right now?

🔥 What would happen if you doubled it tomorrow?

Your answer reveals more about your self-worth than your business model.

See you next week,

– Andrew

P.S. What's your biggest pricing challenge? Reply and let me know—I read every response.