If you are an expert or a specialist of some sort, one way to drive demand for your service is to use your content to teach people how to achieve the outcomes you deliver on their own.

This seems counter-intuitive, but what it does is filter your customers into those who have the time or ability to solve their problem on their own, and those who don’t.

Those who can achieve their own outcomes have a lower need for your offering, which means they will value it less.

It’s those who still need help even after being given all the information needed to DIY it who will have the greatest appreciation for your offering (and therefore be the most willing to pay for it).