What do you expect for $20?

This will really depend on the sales letter or the sales video.

If it's convincing enough, a short ebook will easily justify the $20.

If the sales message is not convincing, then videos would be enough for me to give out $20.

If I have $20 to spend right now, I will spend it on a WSO or any eBook that can start make money in the first day, or even the first hour.

Hey Zabrina,

For me, it's more about the content than anything else. I understand some
may be hung up on the overall package and the 'weight of it.'

You could have a 5 page report on something truly valuable and ask 20 or
even a lot more. If it's worth it, then I wouldn't mind paying it.

Much has to do with how you present and position the offer in the sales
copy. Then make sure you deliver the promise.


Ken

I think instead of looking at the types of mediums you receive, you should look at the quality of the content itself. That's where the value truly lies.

For $20, you will only get ebooks out of me and probably 1-2 bonuses. Videos I present as being more valuable because they are...so I charge more for them. I usually pop $20 on for the video versions.

I'm confident that anything I put out will be worth the charge though...and if you buy from me...even just a $5 product, you are on my favorites list which I send so much freebie stuff down the road it's ridiculous. So, you may spend $20 on my ebook and bonuses, but a month later, you've received 5 videos, 3 special reports, free access to a membership site, and free webinars.

It's also going to depend where you are selling it. The WSO forum for example has given a lot of the forum readers the idea that IM products are always $3-$17. Show them an ebook for $37 and they have a heart attack. Take the same ebook and sell it on your website for $47 and it converts the same. You have to adjust your price because of this in this area.

Not saying $37+ WSOs don't do well for some, but the majority of the readers are " price shopping" and looking for that $5 cure that will turn their business into Microsoft.

How much do you feel your work is worth?

Travis

Hmm, thanks for your interesting responses!

I know I have a problem undervaluing myself, because I logically know that my work is worth a lot... I just can't communicate that very well. I think I need to study more copywriting.

I agree....I am working on a WSO... It will be $5 but worth waaaaay more.....The thing is, without the warriors it wouldn't't exist....So its a small way of saying thank you....I know free would be a great....But hey....

Hi Zabrina

Also, don't forget the business concept of return on investment ... that is, the amount of money you get out of an investment in your business.

For example, if I were to buy your $20 product, and it helped me make $40... that's a 100% return on investment! I got my money back, and made an additional $20. Basically, I doubled my money because of your product.

If you're selling to people in business (like any IM product), then you want to indicate the kind of return on investment they could make, in your sales material.

If you honestly don't know specific figures (which is usually the case because everybody is different), but you're convinced they WILL make money from your information, you could always make this part of your guarantee.

For example, with my latest product, my guarantee reads like this:

"Download __________ right now. Read it. Absorb it. If you don't feel what you've gained from it is going to make you at least TEN TIMES your initial investment in this product... then I simply don't want your money. Email me within 60 days of today's purchase, and I'll refund 100% of your money. It's as simple as that."

That way, if anyone has doubts, you're effectively guaranteeing that it WILL be worth multiple times the money they paid.

Of course, if you're not quite as confident they'll make TEN TIMES their investment, you could always simply say... "If you don't feel you'll easily make your money back with this information..." - just adapt the wording as necessary.

I hope this helps!

Hi Zabrina,

I hope the following questions will help you place more value on your products, and help you connect with buyers.

1. What problem does the information solve?

2. What happens if people DON'T get the information?

3. Why should they get it from you?

I believe the degree to which you can answer those questions will determine how successful your product is.

All the best,
Michael

@Paul: Couldn't have put it better myself. I believe Paul Myers uses a similar guarantee. It's very powerful.

I would expect a 40,000 word thesis with perfect grammar and spelling, in addition to unlimited re-writes and a money back guarantee if it is not accepted into Ezine Articles :p

Chris

Value has everything to do with the perceived value of the thing. I always thought something John Carlton said about value to be very profound. If Marilyn Monroe, in her heyday, gave a guy her phone number scribbled on a used bar napkin, the value would be extremely high.

Here's a simple formula. Kahonays+Copy = Money. Kahonays equals what you're willing to charge. Then you're ability to back it up with the copy is what makes it work.

The higher the quality the lower the returns.

I would just expect to learn something that I didn't already know. I would also expect to learn something that I could apply without buying something else. I hate those products that you buy and then have to buy something else to apply what you learned.

I'd pay 20 dollars if the sales copy was really good = irresistible!

I wrote a 'free' pdf and sent it out to my list, people said I should have charged for it.

Sometimes hangin' out in a crowed like this, sometimes we forget that all the time spent learning this stuff that's being passed around is actually worth A LOT.

You just have to let your prospects KNOW that.

The stuff that gets passed around here for free is unbelievable when you consider that most people won't take the time to join and read for a gajillion hours... and then IMPLEMENT until it works.

Don't take the hours you have toiling over the keyboard for granted.

Zabrina, I often read the sales copy very carefully to make sure that the product is exactly what I want. When selling your product you have to know what your Unique Selling Position is (USP). You want to convey the value of your product package to your customers.

You can't be everything to all, so focus your sales message on what your customers want from the product and you will do fine.

I expect something worth the money.....

An ebook with some useful information in it is all that I would expect for $20...

The book does not need to be jam-packed with tons of ideas, just one idea that makes sense to me...

One useful tip.

That's it, that's all I need, earn me more CTR? Well then great!

I once sold a book on here for $17, me and my business partner wrote like 100+ pages of content.

We still had someone tell us that they expected more information from a product at that price

Just goes to show, you can't please everyone.

But my criteria still stands, as long as I get at least one good thing from it, I think it's great.

If the content is good enough I'd pay $20 for one page. But since most people wouldn't go for that I'd expect a well laid out ebook for that price range. Carefully edited and laid out, good content, etc. An unannounced bonus would be nice but I wouldn't expect it.

Like everyone has said, quality not quantity. For $20 I'd wouldn't necessarily expect more than one product but I would expect that product to be pretty good.

It depends on the person too... Some prefer videos over ebooks. Some prefer ebooks as they prefer reading, or it means they can print it out and read it on transport or whatever...

I suggest video marketing this is much worthy for a $20 package...

I was thinking about this yesterday. Most of the old timers ("gurus") would NEVER have sold something for less than $20 in the past. A lead in product started at $19.97 but the majority of ebooks (no video, no PLR, etc.) were $27, $39, $47, $97.

I'm talking people like Yanik Silver, Jimmy Brown, Allen Says, Paul Myers, Terry Dean, Jim Edwards, etc.

Recently for example, Jimmy Brown said that his bestselling ebook was a $97 product. People were promoting it like crazy and he was selling them like crazy. It wasn't because there was a this or a that included as a bonus, I think it was a combination of reputation, quality, sales skills, right hungry market, etc. that allowed him to do that.

The $7 craze started people thinking that everything had to be cheap and if it was more than $7 it was a ripoff.

You have to ask yourself, if you're sweating over a $20 product (which really means you're not sure anyone will buy what you plan to offer at that price) how in the world are you going to have an upsell product or backend offer? And do you want a lot of "proven buyers" (recent buzzword and theory) who can only afford $7 or $20 and if it doesn't include the Holy Grail with all answers to all their problems they want a refund?

Value, like beauty, is in the eye of the beholder. Determine what your stuff is worth and then help people see the value.

Good Luck!

For $20? Not much, either I'm being scammed or
the product creator suffers from a severe lack
of self-confidence.

Very low prices for information products
turn me off.

Tyrus