I routinely check the tyre pressures on the family car and this week the queue for the free air at the local supermarket was 7 cars deep. I drove half a mile down the road and used the air-line in the petrol station, albeit at the cost of £1. I don’t value the air I got any more because I was invested in it. What I do appreciate more is the 20+ minutes of my time which I got back instead of joining the other motorists.

If you’ve been offering a range of different learning modes, you’re in a similar place. You can let people find free air for themselves but it might take them longer. What they expect to get if they invest in you is something which saves them time.

Make sure you’re not marketing the content of your offer but the savings that people will get in time; value is in the eye of the purchaser.