<!--
ROBOTS ON PAYROLL / THE VAULT
What this is: fill-in pricing page copy templates (one-price, three-tier, founding member), the 6 trust lines under the buy button, and 5 hard opinions on beginner pricing.
How to use it: download this file and give it to your AI (Claude, ChatGPT,
Cursor, Lovable chat) as a reference. Say: "Use this as my playbook for [task]."
Latest version + full guide: https://robotsonpayroll.com/resources/get-paid-kit
-->

# Pricing Page Copy Templates

Pricing pages fail on copy more than on price. These templates are fill-in-the-slots: replace every [SLOT], delete what does not apply, and hand the result to your AI with "use this copy in my pricing section."

A rule that governs all three templates: **bullets describe outcomes, not features.** "Ship your first paying customer this week" beats "Includes 14 templates."

---

## Template 1: one price (default for your first product)

```
[SECTION HEADLINE: the outcome, e.g. "Everything you need to [RESULT]"]

[PRODUCT NAME]
$[PRICE] [one-time / per month]

What you get:
- [OUTCOME BULLET 1, the single biggest one, e.g. "Go from blank page to
  live product page in one afternoon"]
- [OUTCOME BULLET 2]
- [OUTCOME BULLET 3]
- [CONCRETE CONTENTS, e.g. "12 templates, 3 walkthrough videos, lifetime
  updates"]

[BUTTON: "Get instant access" / "Start today"]
```

One price, one button. No toggle, no slider, no "contact us." Your first pricing page should be boring.

## Template 2: three tiers (only when you truly have 3 different buyers)

```
[SECTION HEADLINE, e.g. "Pick your speed"]

TIER 1: [NAME, e.g. "Starter"]        $[PRICE]
For [WHO, e.g. "trying it on one project"]
- [3-4 bullets]
[BUTTON: "Start with Starter"]

TIER 2: [NAME, e.g. "Pro"]            $[PRICE]     <- MOST POPULAR badge
For [WHO, e.g. "solo builders shipping weekly"]
- Everything in [TIER 1], plus:
- [3-4 bullets, the strongest ones live here]
[BUTTON: "Go Pro"]

TIER 3: [NAME, e.g. "Team"]           $[PRICE]
For [WHO, e.g. "small teams up to 5"]
- Everything in [TIER 2], plus:
- [2-3 bullets]
[BUTTON: "Get Team"]
```

Rules that make three tiers work: the middle tier gets the badge and roughly 60% of the copy effort; each tier names WHO it is for in one line; the top tier exists partly to make the middle one look reasonable. If you cannot write three genuinely different "For [WHO]" lines, you do not have three tiers, use Template 1.

## Template 3: founding member framing (pre-launch or first 100 customers)

```
[HEADLINE, e.g. "Become a founding member"]

[PRODUCT NAME] is [STAGE, honest: "brand new" / "2 weeks old"]. The first
[N, e.g. 50] customers get the founding member deal:

- $[FOUNDER PRICE] instead of $[PLANNED PRICE], locked in [forever / for
  a year]
- Direct line to me: your feature requests go to the top of the list
- [FOUNDING PERK, e.g. "your name on the credits page" / "a 30-minute
  onboarding call"]

In exchange, I ask one thing: tell me what's broken. Founding members
shape what this becomes.

[COUNTER, only if real: "[X] of [N] founding spots left"]

[BUTTON: "Claim a founding spot at $[FOUNDER PRICE]"]
```

The founding member frame is the honest version of a launch discount: the price is lower because the product is younger, and you say so. Never fake the counter. If you would not show the real number, remove the line.

---

## The 6 lines under the button

Small muted text, stacked under the buy button. These six answer the six silent objections that stop a card from coming out. Copy verbatim, edit the slots:

```
1. [GUARANTEE]      "14-day money-back guarantee. Email me, get a refund,
                     no forms, no guilt trip."
2. [WHAT NEXT]      "After payment you get [instant access via a download
                     link / an email from me within a few hours]."
3. [RECEIPT/VAT]    "Receipt and VAT invoice arrive by email automatically."
4. [CANCEL]         (subscriptions only) "Cancel anytime in two clicks. You
                     keep access until the end of the period."
5. [SUPPORT]        "Stuck or unsure? Email [YOU@DOMAIN], a human answers."
6. [SECURITY]       "Secure checkout by [Stripe / Lemon Squeezy]. Your card
                     details never touch this site."
```

Order matters less than presence. Pages with these six consistently outconvert pages without them because each line kills a specific fear: wasted money, silence after paying, expense-report trouble, subscription traps, no help, and card theft.

---

## 5 hard opinions on beginner pricing

1. **Charge from day one.** A free beta gets you compliments; a $29 product gets you the truth. The first stranger who pays teaches you more than 100 waitlist signups. If you are embarrassed to charge, ship a smaller product, not a free one.
2. **$9 beats $2.** Sub-$5 prices signal "probably junk" and after fees you keep pocket lint (on a $2 Lemon Squeezy sale you keep $1.40). Nobody comparison-shops between $2 and $9; they decide whether they trust you. Price at $9, $19, $29, or $49 and spend your energy earning the trust.
3. **Monthly first, annual later.** Annual plans are a retention product, and you do not have retention data yet. Add the annual tier (2 months free is the standard) after real users have stuck around for 3 months and you know what you are discounting.
4. **Raise prices at 100 customers, not never.** Your first price is a guess made at your moment of lowest confidence, so it is almost certainly low. Grandfather existing customers, announce the increase a week ahead, and enjoy the sales bump the deadline creates. A real deadline, per the founding-member rule above.
5. **A guarantee is underpriced insurance.** A 14-day no-questions refund raises conversion more than any discount, and digital-product refund rates run low single digits. If more than about 5% of buyers refund, the product page overpromised: fix the page, not the guarantee.