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Audio Products - Is it still helping in improving conversion?

by George Tee
6 replies
In the past, having audio version of your ebooks would definitely increase the perception value of the ebooks. And we can usually quote a higher price on our ebook...

But now, as i'm currently thinking of whether I should improve my sales through audio book, was wondering in our present state, whether there's still a demand for audio book? Is it still worth the money to hire voice over artists to do audio version of our digital products? Does any one have any success story with regards having audio books of your ebooks?
#audio #conversion #helping #improving #products
  • Profile picture of the author doop
    I was just about to put a post about this up!

    In my experience though I work the other way round.

    1. Interview an expert (or 3 or more for higher perceived value)
    2. Get the mp3 transcribed (around $1/min => cost approx $150)
    3. Package the lot and sell for $27-$47 from a nice looking mini site with ecovers.

    Total cost 24hours of your time MAX.

    Total $ cost - $250->$500 (depending on your site design/covers etc)

    Rinse and Repeat.

    To answer your question though - YES in my experience audio is perceived as higher value content.
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  • Profile picture of the author George Tee
    I think with an expert, that would definitely increase the perceived value.

    But because for my case, I'm just having an audio version of my ebook. Does it still able to increase the perceived value?
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    • Profile picture of the author Charles Harper
      Originally Posted by George Tee View Post

      I think with an expert, that would definitely increase the perceived value.

      But because for my case, I'm just having an audio version of my ebook. Does it still able to increase the perceived value?
      Hello George:

      I assume that hiring a voice over actor is cost prohibitive. I do understand that. So here is my commentary.

      I think the audio has to be memorable.

      Most audiobooks/audio reports that we redo in the IM space of our products:

      1.) Put our clients to sleep
      2.) Put us to sleep, too

      Heck we might want to caution people NOT to listen to them (our audio products) when they are behind the wheel. We don't want to get sued.

      If you can engage audibly, it can be boring information, but it will have value. In other words, if you are decent speaker who can passionately engage and inform, by all means, do some audio because it will add value.

      However, if it does not engage, it does not matter how wonderful the information is, your client will probably let it sit on his or her hard drive and eventually delete it when he or she runs out of memory. Your client will never tell you this, but the next time you try to entice them with a 'bonus audio', they may say..."Hmmmm, that is no real bonus to me". They will vote with their index finger.

      I have learned this as a professor over the last five years. If I present a boring topic on my blog, with some passion and engagement my students love it and want more (depreciation for example..is a favorite). If I read it to them on and post and audio or lack interest and/or passion; they are nice to me about it until I give them their grade. Then on their evaluations they tell me not to do any more audio.

      My wife and I have taken our experience as a lecturers and done some reading for lesser known marketers and they prefer us 'talking' over their reading, even when it is their product. It is just, well...more engaging. It turns out to be the kind of thing you really can listen to in your car.

      Do audio that is passionate and engaging and it will have value. That value will be discovered by the client on the back side--not when they get on your list the first time. BUT the next time you do an audio product, it will have value.

      Charles
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  • Profile picture of the author Francis Miller
    I think another aspect to consider is learning preferences. I prefer reading things whereas other people prefer watching videos or listening to audio.

    Preferences are not just to do with how people like to learn but also practicalities. Someone who has a long car journey to work will only be able to use the audio part of a product.

    The good news is that the more modalities you cater for (eg. text, audio, video), the higher perceived value for most people and the more you will be able to charge.
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  • Profile picture of the author Scott Woodside
    No question that audio helps with perceived value. I am continuing to do voice work for marketers on converting their written word to audio.

    Sometimes I record in first person like I am the author. Other times I record the written word ver batum.

    Audio is theater of the mind. Nothing is impossible with audio and it will increase your perceived value!

    BLOGCAST.SCOTTWOODSIDE.COM: Today's News - The twisted version
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    Scott Woodside

    The number 1 Choice for Audio Production!
    Member, Screen Actor's Guild
    http://www.scottwoodside.com

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  • Profile picture of the author write-stuff
    I'm with Scott on this. Audio can be a wonderful medium. The problem is that the technology has made it easy for anyone to record audio and stream it on their websites. This results in a lot of recordings that are, as Charles pointed out, boring. Audio itself isn't what's putting people to sleep - it's the lack of experience in creating them. And the little $10 computer mics aren't helping either. A nicely crafted, multitrack audio recording can be a real pleasure to listen to and a very effective way of delivering your message.

    - Russ
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