Jake SetterlunFounder, Setterlun University™ · 🚀 Helping Scale Your Online Offer to $1M/month @ Setterlun University™ (1,000+ Students) 🏆 2x 2CCX

The Secret to Premium Pricing

21 Jul 2026 · 2 min

Watch on YouTube

1:58

In this talk, Jake Setterlun outlines a step‑by‑step premium‑pricing and offer‑restructuring system tailored for HVAC service businesses. He begins by diagnosing a weak current offer and recommends a complete repositioning to focus on a clear promise: delivering a steady stream of monthly jobs. The revamped offer is paired with a multichannel advertising campaign that targets people actively seeking HVAC services. Instead of a traditional landing page, prospects are directed to a dedicated job‑request application that captures qualified leads. To build trust and justify higher prices, he proposes a performance guarantee – for example, promising at least 15 job requests within the first 30 days or working for free. After securing a few successful client cases, the business can refine its messaging, showcase proven results, and shift from a pay‑per‑performance model to a retainer model, leveraging the demonstrated ROI to command premium fees. The overall narrative emphasizes concrete tactics, measurable guarantees, and a strategic transition to higher‑value contracts.

Chapters

So like in a, in a perfect world, this is kind of where I was talking about like offer restructuring and everything like that. You're gonna be selling something that is like very specific in terms of we help HVAC companies get, you know, more jobs every single month. The first thing we're gonna do is we're gonna reposition your offer cuz your offer sucks. The next thing we're gonna do is we have this, I wouldn't say Google Ads, I would say we have these, this multichannel ads that we're gonna deploy With that offer, we have this data that we're gonna help you get in front of these people looking for jobs. After that, you know, they're gonna come through this funnel, whatever else that, that looks like. As an example, and it's the same thing that you have right now, it's just taken, taken to the extreme. Like if it's a dial, like you turn the dial all the way to 100. Where you're very specifically talking to those individuals. So like an example, if a client doesn't get 15 leads in the first 30 days, you're eventually gonna have a statement that says, if you don't get 15 job requests in the first 30 days, Right. We'll work for free. So it, it, it's that language. And again, you know, you don't have it right now and that's not the, the biggest thing in the world. Um, instead of a landing page, you're gonna have a job request application. Um, same thing. Different lingo. So that's, again, after you have a couple of those clients, you're gonna be able to go back, tweak things out, make it sound a little bit better. You'll have better results to actually show people what you can deliver on. And then it's really up to you if you wanna keep the, you know, pay-per-performance, if you just wanna do a retainer. But when you do the retainer, you're gonna have the confidence and you're gonna have the proof to be able to attract a client that's gonna actually pay for that. Where right now you, you probably don't have that. Yeah. Yeah. Okay. That makes sense.