Audit the cart, checkout, and payment step — not the product page. Let someone who already wants the item pay without being blocked, surprised, or sent away to hunt for a code.

Digital products have no cost signal from materials or shipping, so the price digits carry more of the quality judgment than for a physical good. This skill is the delta versus `pricing`, `promotions`, and `discounts`. Memberships and recurring plans → `subscription-pricing`.

Turn a planned discount into the exact numbers and wording that make it look biggest and most credible. The same discount can be expressed several ways; people react to the size of the numeral they see, not the arithmetic, and very large discounts read as a quality warning.

Turn "AOV is $34, make it bigger" into a ranked backlog. Leave the how-to and the papers in the Depth skills. Rank **direct** findings (measured on order size) ahead of **adjacent** (measured on sales or returns) and **indirect** (measured on willingness to pay or deal attractiveness) at equal fit.

Write product descriptions that people find persuasive, easy to grasp, and worth paying more for. The rules change how copy is *structured* and *measured* — number of claims, units, names, register — which move purchase intent and willingness to pay more than adjectives do.

Audit a product page against peer-reviewed findings and return prioritized changes with expected effects. Layout, counts, and choice structure make a product feel wanted and worth the price before the copy does.

Pick the promotion mechanic and the framing that move sales without training customers to wait for markdowns. Gifts, bundles, invented occasions, and small token fees often beat a straight discount, and the wording of the same offer changes how lucky it feels.

Turn "we're at $9.99 and want $14" into a ranked backlog of what must change on the product and the page for the higher price to hold. Willingness to pay is moved by how the price is written, the unit, what the buyer sees, and which quality signals are present — not by the number alone. Leave the

Set the number, the structure, and the presentation of a service price so it signals expertise and holds up in negotiation. Services are judged on quality before price, buyers overestimate how much time they'll use, and the digits of a quote change how the other side counters.