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$97 or $1997 product - YOU choose

by Ecommerce Advice
19 replies
With the Product Launch Formula in full swing I figure many of the $1997 products could easily be sold at $97

There are some big numbers on Clickbank for the lower price items especially with a monthly add-on boosting the numbers further. It must be a much easier sell going for a $47 or $97 product. Many claim they have made millions and must have an easier time and far lower refund rate.

What's the benefit of each - why choose one over the other? If you had a solid product what offer would you go for? - Your thoughts?
#$1997 #$97 #choose #product #product launch
  • Profile picture of the author marcuslim
    Low-ticket items are definitely an easier sell. Think about it, if the only way to start doing business with you is to buy a $1997 product, it's not gonna be easy. Especially if you are new to the game and don't have enough proof yet. But people will be willing to take a gamble on you if you offer a low ticket product. I'd say if you are starting, go for low ticket. Once you build up proof, you can go mid ticket, and eventually move on to offering high ticket items like group coaching and personal one-on-one mentoring. Having a mix of low, mid and high is good cause you want to cater to all the levels of the market.
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    Silver Bullet Publishing

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    • Profile picture of the author ant888
      I appreciate the structure of tiered pricing to demonstrate trust and reliability thk u
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  • Profile picture of the author dadamson
    It all depends on the value of the product, there is REAL value and there is PERCEIVED value.

    If you sell a really awesome product for $97 then sure, it will sell like hotcakes, but a lot of people won't fully use it or they will stop using it after a few months if it doesn't make them money.

    On the other hand, sell that same product for $1997 and BANG you have a shi$load of percieved value, and the customers are really going to try hard to make it work for them and make money from it, they will live and breathe your software.... granted it is good enough.

    So it's not all about how many sales you can make up, it is also about the percieved value.

    Sell something for $1 and people will think it's worthless, sell something for $1000 and people will think it's gold.
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  • Profile picture of the author Ecommerce Advice
    Although I'm guessing it's easier to get JV partners with a $1997 product than it is with a $97 product even with a monthly follow up in place? They might mail their list once for a $97 product. But for a $1997 launch some will mail 4 times - which has to be a huge advantage.

    Any thoughts?
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  • Profile picture of the author imdomination
    From the product owner's point of view, think of it this way: in order to make $100,000 you need to sell 50 copies at $1997. You need to sell 1000 copies at $97 though.

    It isn't easy, but it's generally easier to sell fewer copies of a product at a higher price than the other way around.
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  • Profile picture of the author LOM
    Newbie, low to mid range with 1997 JV pitches, once you gain some momentum, then try high tickets items.
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    Ken Davis
    CEO Maybach Marketing
    http://www.maybachmarketing.com
    Blog http://www.maybachmarketing.com/blog

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  • Profile picture of the author paulie123
    Personally speaking, $1997 products are out because of the state of the economy. It has been a solid two years since I've received an email from someone, offering, either as an affiliate or the creator of the product, that pricing point. However, I have seen many $500 offers, so maybe that is the new high-ticket price point. Just my 2 cents.
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  • Profile picture of the author Bruce NewMedia
    While I know this is a generalization, it's usually the case that $2000 products suffer a much higher refund rate, all other things being equal, than $97 products....so that would need to be taken into account. I'd also agree the $2000 product market seems to have shrunk quite a bit.
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    • Profile picture of the author jacobcanfield
      I think a few years ago, it would have been easier to sell a $1997 product. That was when affiliate marketing was a lot easier than it is now. Now, to deliver a $1997 product, it should be a hand-holding step-by-step process where you can actually guarantee they make some sort of money. I also agree with some of the other people on the refund rate. A $9 product has an exponentially lower refund rate than a $97 product, and a $97 product has an exponentially lower refund rate than a $1997 product.
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  • Profile picture of the author ronaldmd
    Cheaper product can be sold easily, but more expensive product usually gives more money. That depends, if the more expensive product sells, why not selling it?
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  • Profile picture of the author Danny Gardner
    I personally don't see the economy being any real issue as far as selling high ticket courses goes.

    For starters, I've seen at least 5-8 launches like that in the past year. Probably more but awhile ago I decided to strictly pay attention to those launches for the sake of a copywriting lesson if it wasn't an area I knew I wanted/needed to learn about.

    Beyond that, money hasn't left or disappeared. It has only changed hands. The solution? Market to the affluent. I know a couple guys that regularly sell coaching at no less than $8,000. It's often more like $25,000.

    In my own business, I'd cast the wider net using a $97 price point and funnel those buyers into high ticket coaching using a sales model other than PLF.
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  • Profile picture of the author YasirYar
    Depends what you have for sale. But I still recall a guy who was offering a product which he claimed was worth $1997 for just $5. Needless to say, I think it was a bad idea. No one would ever take you seriously if you do that because the numbers are so out of wack. However I do find that I'm more interested in the $97 stuff than the $1997 stuff (I tend to think those things are lots of hype without lots of value).
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  • Profile picture of the author JCorp
    For most people, $97 is a much more attainable offer. There's nothing wrong with over delivering even if the product has potential to be sold for $1997. In this case, you'll build rapport and reputation as a more than fair, generous product owner which will later on give you more leverage and possibly demand for higher priced products...
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  • Profile picture of the author fmnelly
    only a reputable marketer can sell such a huge price i will opt for those little price
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  • Profile picture of the author Keen creations
    I like the 1997, you need less sales...yes it will be harder to sell in the end but fully worth the effort.
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  • Profile picture of the author Daniel Wilson
    I'd try both. The one converting better (probably $97 but with less commission) and giving you higher earnings should be your pick.


    There is no way we can guess what will perform better.
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  • Profile picture of the author anthony2
    Just less a $97 product on the front-end then on the
    backend have a $2000 product.

    You can do both.
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  • Profile picture of the author Raydal
    My very first product I sold online started at $10 and I
    raised the price up to $47. As I raised the price I got
    more sales and LESS REFUND request. Conversion
    peaked at $37 so I left it at that price.

    I'm not sure that more expensive products have a higher
    refund rate. My experience has seen the opposite.

    -Ray Edwards
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