The Pricing Trap That's Quietly Killing Your Business with Zack Thompson

In this episode, I sit down with Zack Thompson, co-founder of Bumpy Road Productions, for a live coaching session on pricing, packaging, and positioning. Zack's growing a sketch comedy series offer for brands, and we dig into why his current price points are leaving serious money on the table. If you've ever struggled to charge what your work is actually worth, this one's for you.

Key Takeaways

• Your base package needs to be profitable on its own—don't price the entry tier hoping clients upgrade to your premium offer
• Charge for value, not crew size; a one-person shoot and a five-person shoot shouldn't be a $2K difference
• One specific, numbers-driven testimonial from a recognizable client is worth more than a hundred generic "they're great" reviews
• Build three simple packages with clear differentiation in scope and cadence rather than stuffing everything into the top tier

About Zack Thompson

Zack Thompson is the co-founder of Bumpy Road Productions. Majored in Film at Rochester Institute of Technology, then worked in outdoor documentary television for 5 years. Now he runs his own production company with his brother Jake.

Recently completed a feature-length sports documentary, "Northmen Way, A Lacrosse Story". With Bumpy Road they have done all forms of client video work, specializing in comedy-driven video.

Quotes

• "I'm done in the days of throwing a low ball price just to get a job and then kicking myself afterwards." — Zack Thompson
• "When you start to talk about the potential value, it becomes way easier to justify spending fill in the blank." — Ryan Koral
• "Just be careful on how you build those packages—make the base one that if you only ever sold it, you'd be all set." — Ryan Koral

Guest Links

Follow @bumpyroadproductions on Instagram and Facebook

Links

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