How much should I charge for this info product?

40 replies
I've created an e-course targeted to beginning affiliate marketers. I mean, beginners so wet behind the ears that their earrings rust.

The concept behind it is in the name of the course, "Skip the Scams." I've seen and known so many people who have been bilked for hundreds of dollars, it frustrates me; hence the user title under my pic. I hope to divert some of the scam traffic to something legitimate and valuable that doesn't make false or unrealistic promises. I've been working on this course for about 4 months.

It's going to be at least 150-200 pages (I'm still formatting so don't know the final tally). There will be 20-25 lessons with assignments, worksheets, and supplementary information, all geared toward the new Internet marketer who doesn't know a thing about making a web site. I'm teaching local students now the same information in a classroom setting, and they're loving it. I'll also be throwing in a couple of bonuses, shorter e-books, most likely.

This may raise some skepticism, but I am thoroughly convinced that I've done a really good job on this and that it's different from almost everything out there. As I indicated, it's written in a step-by-step format for someone who is so new at it that reading tutorials and blogs on the Internet, even if written for a beginner, is still over their heads. My local students have shown me that even the simplest things can still befuddle them. I also use humor in an attempt to make it more enjoyable to read and not just dry information.

I'm going to look into other methods of delivery, such as an actual book, or in video or audio format, but for now, it's going to be PDF. I'm a graphic designer, too, so it looks professional as well. (I probably sound like a raving egomaniac, sorry!)

My question is this: (you were wondering if I was ever going to get to the point, weren't you?) What would be a reasonable price for this course? It's not just an e-book. I have a general range in mind, but I won't say it here yet because I don't want to influence anybody's suggestions.

I intend to have an affiliate program of my own so I can have the help of others in getting it out there. I want to charge enough so that we all get a meaningful cut, but not so much that the newbie wouldn't or couldn't spring for it.

What do y'all think?
#charge #info #product
  • Profile picture of the author Jill Carpenter
    I've seen things like this advertised for $27-47 but usually when you click to exit, the sales person pops up with the special deal to get it for $17.

    Run a WSO on it, start low and pump the price gradually - ie first 10 buyer get this for 7 bucks or what ever and see how responsive the market it. Get some reviews and they will tell you if the information is worth more or less.
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    • Profile picture of the author Mario Brown
      Originally Posted by avenuegirl View Post

      I've seen things like this advertised for $27-47 but usually when you click to exit, the sales person pops up with the special deal to get it for $17.

      Run a WSO on it, start low and pump the price gradually - ie first 10 buyer get this for 7 bucks or what ever and see how responsive the market it. Get some reviews and they will tell you if the information is worth more or less.
      I second that.

      Run a WSO, start with $7 and then slowly increase the price. You want to get many testimonials. Make sure that you ask the buyers for feedback, ask them how they liked it, what they liked in particular and what they didn't like.

      If you want affiliates to promote it and you want to have a decent cut you really want to be sure that you have a winner. If you don't have name out there yet it could be tricky to get a lot of affiliates. That's just another reason to run a WSO first. If you get some good action in your WSO thread and some great feedback you got something to show already.

      Cheers,
      Mario
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  • Profile picture of the author bertuseng
    I would probably throw in some bonuses and pump it to $37 to start with if it is that page count. Think about adding some videos as well.
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  • Profile picture of the author brendanfinn
    Can you create two different pages with two different subscription amounts, and split test them?

    I bet you could hire a programmer to do this for very cheap.
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    • Profile picture of the author TimAbbott
      Originally Posted by bozz723 View Post

      $37-57. If it actually helps beginners, it would be worth every penny of a 150 page ebook.
      I agree with the man.
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  • Profile picture of the author AvidAZ
    I agree. I would try 2 prices, but I wouldn't charge more than $35. If you do more and your copy isn't that good, you're going to have irritated customers.
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    • Profile picture of the author Bullett
      Definitely test two different prices Laura. $27 -- $37 and see which one works better. Although a lot will depend on your copy.

      The lead for your copy is already established -- skip the scams. Your headline and deck copy should address this and hint that below there's an honest-to-god solution that's proven to work (because you've proven it). Lead off by expanding on the theme in your head and deck then subtly introduce your solution.

      After your opening, a good way to bring in your solution would be something like...

      "Well, here's good news. You don't have to spend your hard earned money on unproven, unworkable products. That's because I've found a simple, proven way to start generating an automatic weekly income of $XXXX to $XXXX."

      Then bring in some solid proof. For example, how you've used it to quit your job or whatever. And how others have used it with similar success. Case studies or testimonials -- in fact, both if you can get 'em.

      Don't have any testimonials? Give away a few dozen copies of your ebook and ask the people you give it to for testimonials.

      Hope this helps out.
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  • Profile picture of the author TheMagicShow
    You will never know -- which price point is right, for you till you test 2-3 different price points and then get an idea on what sells or doesn't.

    I also think $27-$47 is a good for testing. If you plan on having affiliates, make sure you can give them 60% or more on the commissions. Also, make sure your sales letter and affiliate tools have good conversions.

    Cheers,
    Magic

    P.S- although you say your product is different, you can still checkout the competition and see what they charge.
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  • Profile picture of the author Laura B
    Wow, some really good advice here. Thanks, all! I have a question about testimonials. Do people really believe them? I mean, I have to admit, of all the sales pages I've seen, I always wonder if they're made up or at the very least exaggerated. Even if I'm considering buying from that page, I often don't even read them. Is everyone just not as cynical as I am?
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    • Profile picture of the author TheMagicShow
      Originally Posted by Laura B View Post

      Wow, some really good advice here. Thanks, all! I have a question about testimonials. Do people really believe them? I mean, I have to admit, of all the sales pages I've seen, I always wonder if they're made up or at the very least exaggerated. Even if I'm considering buying from that page, I often don't even read them. Is everyone just not as cynical as I am?

      Yes, testimonials do work and lend tons of credibility to you and your product. Some can get away with not having testimonials, if they have a strong brand. Having testimonials is social proof and a must in my opinion.

      Cheers,
      Magic
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  • Profile picture of the author waihon
    If your target customers are newbies and the content is delivered via a PDF ebook, then I think $27 might be a right price to start out with.

    If you could provide your content in other formats such as audio, video, and screencast (useful to show newbies how certain task is being done), then it's justifiable to raise the price to $37 - $47.

    Of course it's just my opinion. You may want to split different prices as suggest by other members.
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    • Profile picture of the author Laura B
      Originally Posted by waihon View Post

      If your target customers are newbies and the content is delivered via a PDF ebook, then I think $27 might be a right price to start out with.
      Since many of the suggestions are in this range, I have a question. Don't you think that's too low for a quality product? I mean, the "get what you pay for" axiom. If it's too cheap, will it be perceived as valuable enough?
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  • Profile picture of the author la dominatrix
    if it were me I would add a webinar a week and also a years free hosting for their blog (you need a reseller account as I am sure you know). I would add an ebook for keylword and niche research and how to monetise a blog and I would charge $97.00.
    As you say this is not the normal ebook so why price it has such adding free hosting and the add on means that newbies could have a business without having to pay for anything else.

    La dominatrix
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  • Profile picture of the author Laura B
    Excellent suggestions! I guess I need to think outside the proverbial box more often, 'cause sometimes there's nothing in the box.
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  • Profile picture of the author Manoj
    I'm glad to know that someone has taken the effort to teach IM step-by-step. Wish I had a guide like this when I started so congratulations!

    Here's what I think

    If you are not comfortable with $27 - $37 then the product needs to be 'framed differently'. If its an e-book the customer will compare what similar ebooks are selling for and will think long and hard before buying. So come up with some other name for the product Home study course? Hmm No over used...try something else anything but 'ebook'
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    • Profile picture of the author Alexa Smith
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      • Profile picture of the author Laura B
        Originally Posted by Alexa Smith View Post

        You need testing, clearly. But all my instincts are that you should be looking at a higher price for this. Certainly $79 - maybe even something approaching $100. It sounds completely different from other available products and I'm sure you can market it as such. (It's also possibly going to be difficult for you to get serious professional affiliates in the $37/$47 range for a product which many will see - though perhaps wrongly - as not quite having the same sort of mass market appeal as other things they've "tried").

        For myself, I wouldn't want to make a pricing decision without at least testing $97.
        I appreciate your viewpoint. It kind of fits with mine, but of course you are more objective. When it's ready, I'll definitely make it available for some of you experts to take a look at. Thanks so much!
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    • Profile picture of the author Laura B
      Originally Posted by Manoj View Post

      If you are not comfortable with $27 - $37 then the product needs to be 'framed differently'. If its an e-book the customer will compare what similar ebooks are selling for and will think long and hard before buying. So come up with some other name for the product Home study course? Hmm No over used...try something else anything but 'ebook'
      I totally agree. I've been calling it a course or e-course so as to emphasize that it's not just an e-book. I believe it merits the term "course" or "home study course" as you suggest. Thanks for the ideas!
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      • Profile picture of the author Mike Anthony
        Originally Posted by Laura B View Post

        I totally agree. I've been calling it a course or e-course so as to emphasize that it's not just an e-book. I believe it merits the term "course" or "home study course" as you suggest. Thanks for the ideas!
        But if its nothing more than a PDF people are still going to think of it as an ebook. Now if you add audio or video to it then thats different. You don't have to do the whole thing in video but if you add some pertinent chapters in video then you can't go wrong. Screencasts are really easy to do. See I'm betting that there is something about your presentation as well that is making your local students like it and a "book" leaves all that part out.

        I think with your domain name and nothing but a PDF for $90+ dollars the cynicism may be there. Your name raises the issue of being scammed and that price tag causes pause for what may be considered just an ebook .
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        • Profile picture of the author Laura B
          Originally Posted by Mike Anthony View Post

          But if its nothing more than a PDF people are still going to think of it as an ebook. Now if you add audio or video to it then thats different. You don't have to do the whole thing in video but if you add some pertinent chapters in video then you can't go wrong. Screencasts are really easy to do. See I'm betting that there is something about your presentation as well that is making your local students like it and a "book" leaves all that part out.

          I think with your domain name and nothing but a PDF for $90+ dollars the cynicism may be there. Your name raises the issue of being scammed and that price tag causes pause for what may be considered just an ebook .
          You make a good point. I did wonder whether having "scams" in the name would be a turn-off, but "Skip the Scams, Get the Skills" was so catchy, I couldn't think of anything better. Along with making a great sales page (I hope), I'm banking on its design, content, and completeness being enough to offset any doubts, and I will be offering free excerpts or chapters as a preview so potential customers have something to judge.

          I'd love to add videos - I've been wanting to do that for the longest time, but I may have to put them in later. I don't see any way I could get them done by the 1st, which is my self-imposed deadline. But now that I type this out, I realize it's probably better to take a few more days and add more value to it than release early and have to change it.

          Thanks for letting me talk this out - it sure is a great place to brainstorm! I appreciate all of your help.
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  • Profile picture of the author John Romaine
    I was told once by an established marketer to always start low and work up.
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    • Profile picture of the author Manoj
      Originally Posted by ramone_johnny View Post

      I was told once by an established marketer to always start low and work up.
      Yes, when Jason Fladlien came in to the IM scene he started with $4 product it was an article writing course he knew it was worth much more but he wanted to prove his value to IMers. Now he is selling all kinds of high ticket items like video courses, daily seminar membership successfully.

      I'm not saying you should necessarily start at a low price may be you can give out a sample chapter to show how this is unique from the rest of the ebooks and demand a
      higher price.
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      • Profile picture of the author Laura B
        Originally Posted by Manoj View Post

        Yes, when Jason Fladlien came in to the IM scene he started with $4 product it was an article writing course he knew it was worth much more but he wanted to prove his value to IMers. Now he is selling all kinds of high ticket items like video courses, daily seminar membership successfully.

        I'm not saying you should necessarily start at a low price may be you can give out a sample chapter to show how this is unique from the rest of the ebooks and demand a
        higher price.
        Being that this is my first information product, I'm learning that it works kind of the opposite of how I would have expected, which is start high and you can always bring the price down. But I see why I would want to get it into the hands of other marketers to give it a boost since I'm an unknown quantity. So far.

        Thanks!
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  • Profile picture of the author John Romaine
    This thread has been bugging me a little actually.

    A general rule that I try to live by in the crazy world of internet marketing is this ....

    "Do whatever you can to eliminate uncertainty.."

    In this case....

    Is it possible to actually ASK your customers what they believe its worth?
    Would it be possible to gather feedback surrounding the value of your product via a survey?

    Trying to figure out what my products were worth initially used to do my head in. The smartest thing i ever did was ASK my clients! They will tell you. Ask 100 people then find your average.

    I guess the other option is split testing.

    Im working on a product at the moment and Im thinking backwards - "I want to make this product worth $147 - how can I acheive this? what does it need to contain...?"

    Best of luck with which ever decision you make, sounds like a great product either way.
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    • Profile picture of the author Laura B
      Originally Posted by ramone_johnny View Post

      "Do whatever you can to eliminate uncertainty.."

      Is it possible to actually ASK your customers what they believe its worth?
      Would it be possible to gather feedback surrounding the value of your product via a survey?

      Trying to figure out what my products were worth initially used to do my head in. The smartest thing i ever did was ASK my clients! They will tell you. Ask 100 people then find your average.
      Excellent point. I have been doing that to some extent, but up till now I haven't been concentrating on the pricing but rather the content, so I don't have a whole lot of feedback yet.

      My local students are paying $120 for the 8-week course, one and a half hours every Monday, if that tells you anything, and they feel it is well worth it. Of course, the advantage of live presentation can be a big one, but honestly I think I do much better in print than in person. It's also kind of tough to set a pace that students of varying abilities can maintain.
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  • Profile picture of the author Reg McMicking
    150-200 Pages! Wow! There are more and more Ebooks online offering training and tips on how to make money on the internet. Many are targeted to beginners. So you are in a very competitive field and that affects your marketing price line. Most other ebooks of a similar topic run between $19 and $29, but hardly any are as big as yours.

    If you promote your ebook significance (eg. enormous content) and offer a reduced price for early buyers, I think you should be able to market your ebook in the $29+ range.

    Hope this helps, good luck.
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    • Profile picture of the author Laura B
      Originally Posted by Reg McMicking View Post

      150-200 Pages! Wow! There are more and more Ebooks online offering training and tips on how to make money on the internet. Many are targeted to beginners. So you are in a very competitive field and that affects your marketing price line. Most other ebooks of a similar topic run between $19 and $29, but hardly any are as big as yours.

      If you promote your ebook significance (eg. enormous content) and offer a reduced price for early buyers, I think you should be able to market your ebook in the $29+ range.

      Hope this helps, good luck.
      It does help, very much. When I got into affiliate marketing, I thought no way am I going to try to break into the MMO market - too competitive. But I couldn't resist it! I know there's a ton of stuff out there for beginners - I've probably read and/or bought most of it myself when I started - but I never have run across any program or book that really presents EVERY STEP. It's assumed the newbie knows more than he does. I'm writing the course I would have LOVED to have had when I started. I was SO overwhelmed!

      It is taking that many pages to thoroughly explain the whole concept and execution from start to finish, including screenshots and such. I believe I will take your suggestion of marketing it as having way more information than the typical IM for beginners e-book or program.

      Thank you!
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  • Profile picture of the author Loren Woirhaye
    If you are teaching it in a classroom, you are, presumably,
    teaching it verbally.

    Audio/video products, particularly when supported by
    well put-together and comprehensive text, can command
    a higher price more easily than just a e-book or a video
    course alone.

    People have different styles of learning. A lot of people,
    believe it or not, cannot as a practical matter grasp much
    conceptually just by reading about. Whether the cause
    is illiteracy, dyslexia, disinterest, brain damage or a flawed
    education system is open to question.

    This is true however: lots of people barely crack a book
    all year. They prefer to watch TV.

    If you want to make more money selling information
    products format them to appeal to different styles of
    learning (euphemism for "people who don't read").
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    • Profile picture of the author Laura B
      Originally Posted by Loren Woirhaye View Post

      Audio/video products, particularly when supported by
      well put-together and comprehensive text, can command
      a higher price more easily than just a e-book or a video
      course alone.

      People have different styles of learning. A lot of people,
      believe it or not, cannot as a practical matter grasp much
      conceptually just by reading about. Whether the cause
      is illiteracy, dyslexia, disinterest, brain damage or a flawed
      education system is open to question.

      This is true however: lots of people barely crack a book
      all year. They prefer to watch TV.
      Thank you, Loren! You're right. I guess I figure the type of person who never cracks a book is probably not going to succeed at IM anyway, but I could be wrong. There's so much reading and writing involved, it seems like a visual-only type of person would have be distinctly disadvantaged.

      But I do want to add videos. I hear Camtasia has just come out with a version for the Mac (yay!) so I'll be checking that out.
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  • Profile picture of the author Chris Thompson
    Laura,

    I have two suggestions:

    1) Consider delivering the course as a series of lessons rather than one ebook, and do not call it an ebook. Call it a course. Deliver it as a series of lessons and emphasize the very low cost PER LESSON, and emphasize that there are simple projects you'll be doing with each lesson to make you feel very good about your learning.

    2) Consider giving your product away for free as a bonus for someone taking a hosting plan. Put up a sales page that talks about how if you want to really learn about affiliate marketing then you will NEED your own hosting plan, usually $7/month, whatever. Then offer your course for free in exchange for the lead using your aff link to signup to a web host. You'll make more this way ($65 commissino for bluehost, as an example).
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    • Profile picture of the author Mike Anthony
      Originally Posted by Chris Thompson View Post

      . Then offer your course for free in exchange for the lead using your aff link to signup to a web host. You'll make more this way ($65 commissino for bluehost, as an example).
      May I strongly advise against this without offending you Chris. Most hosting affiliates have conditions that would make this risky. In the case of Bluehost its against the affiliate agreement to offer incentives and there are a number of conditions under which the payout can be reversed.
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  • Profile picture of the author Laura B
    Well, guys, I have released the e-course, which is what I'm calling it at this point. It ended up being 270 pages (!!!!!) with 55 lessons, all with screenshots, assignments, worksheets, and a few other helpful lists or cheat sheets. I've gotten some great feedback on it.

    I'm going with $97 for now, but I'm throwing in a year's worth of hosting and a bonus 37-page ebook on getting traffic.

    My question to you now is about WSO's. I know I have to be a War Room Member to post one, but what is the cost to post a WSO?

    Also, what is the demographic, if you will, of most WSO buyers? Are they experienced Internet marketers just looking for products to sell as affiliates, or are there actually a lot of newbies looking for stuff? I ask because my course is for the "extreme beginner" and I want to make sure I'm not wasting my time and money posting there.

    Forgive my ignorance of WSO's but I am only now getting into the product info game.
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  • Profile picture of the author Amanda_Davis
    I think it sounds too valuable to be $27-$47.

    Problem is, if you want to separate yourself from run-of-the-mill ebooks, you need to distribute it differently... e.g. with webinars or videos or audiobook.

    I think you're probably doing some of this already.

    I would do a test-run at something like $97. Then see what people like, and re-format it into a course with support (webinars, forums, etc) and charge more.
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  • Profile picture of the author travlinguy
    Hey Laura...
    I think you've really got something here. Your sales page is very nicely formatted. You've got an excellent blend of graphics and text. It's well written and compelling without a lot of the hype you see in this niche. And to your credit, you come across as sincere and credible. A very friendly feel overall.

    I like the idea of offering hosting. To take that one step further why not pick up a bundle of PLR Web templates, upload a dozen or so to start and with your design skills offer a single modification to customize the site? That should be fairly easy.

    I don't know how ambitious you want to be but you might want to find a few contract writers here and refer them to your clients. You should be able to strike a deal and get a percentage of the fee for the referral. Adding all that value will surely justify your price of $97, probably more. You might even be able to up the ante later if the demand warrants it. Nice work.
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  • Profile picture of the author Laura B
    Thank you guys very much. I'm glad to hear that you read sincere rather than hype. After looking at it so long, it's hard to judge my own writing!

    I appreciate your suggestions of extra bonuses and will look into those ideas.

    Still open to suggestion or any tips on the WSO issue.

    Thanks again!
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  • Profile picture of the author vhargis
    Hi Laura

    I like your ideas...and at the risk of sounding a bit negative, the question that came to mind was why should I listen to you? I'm not trying to be a butt, but what is your story? What makes you an expert at internet marketing.

    Looking at your sales pages tells me that you have some ability...but whats your story? Are you a stay at home mom who has struggled and struggled and finally found the way to make it on the internet. Have you tried method after method only to find out that they all suck. Until you stumbled upon the answer that you were searching for.

    Just some thoughts...every story needs a star...the hero battling long odds that sort of thing.

    I like the idea of the $97, though based on the amount of content you are providing I think you may be selling yourself short...a years with of hosting is worth $97 (I know you can get it cheaper...cheaper is not always better).

    If you were to break you content into weekly training modules how many weeks would you have? What if you were to deliver the content over a 16, 20 or 24 week period and charge $47 a month.

    Just some of my randome thoughts for what they are worth

    Best of luck to you!!!

    V

    PS...do you have it set up as an affiliate product yet? (might have missed that if you did)

    PPS I love the ShamWow comment (they do work tho...lol)

    PPPS Is it snowing up there yet
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    • Profile picture of the author Laura B
      Thanks for your thoughts, Victoria, I don't think they're negative. The underdog aspect is something I hadn't really played up, but I can see how that might help.

      You know, I guess it's because I've become so cynical about other Internet marketers and their sales pages because I've been drowned in hype over the last few years. The struggling mom who finally found a way to support her family just seems like such a cliche that I don't know if people even believe it anymore.

      I can't use that anyway, because I'm not a mom but I don't know how to make the point that people should listen to me without divulging what I make, which I'm not doing. Everyone's idea of what amount of money constitutes success, so I don't think that's really necessary.

      I hope to have more testimonials soon, which should help. I will have to give some more thought to it.

      Thanks for your ideas - I'm always open to feedback of any kind - might as well hear it straight.

      Breaking it up into modules sounds good, but I guess I'm a little daunted by the organization it would take. I mean, I'm assuming I would just use an autoresponder to send them out at predetermined intervals, but I'm not quite sure how to set up recurring billing and stuff like that. I think my brain is just fried from getting the course written in the first place!

      I definitely plan on having affiliates (using e-junkie). Right now I'm working on making some banners and buttons for them.

      And yes, it has snowed already, but there isn't any right now, thank goodness. Although once the leaves are gone, I'd just as soon have snow to cover up all the brown everywhere.
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  • Profile picture of the author vhargis
    hi Laura....

    Russell Brunson has a course out called micro continuity. I'm not promoting it (at this time) but we are currently building one of those type sites. We have put together membership sites in the past but I liked his idea on provide content over a specific period of time and charging a monthly fee.

    Most of us undervalue the worth of our product because we think what we are teaching or the product or service we sell is so simple or does not take a long time to do. The fact is that if we have a truly beneficial product we have spent a lot of blood sweat and tears developing it.

    A doctor or lawyer does not get paid for what they but for what they know.

    The reason for my ramblings is that we stayed away from this type of program because we felt what we had did not justify the $97/month we are going to charge. Then we did something that changed that.

    I created a product that teaches people how to build linkwheels to help people promote their products. It's the exact process we use and I included a software product we use in the process.

    Because I created this at the request of some members in another forum and did not plan to release it to the public I just charged a small amount. (less than what the software product would have cost if they just bought it)

    What we found were lots of people who were looking for this information...people I had never seen or talked to before.

    At that point we decided that some sort of coaching program/membership site was in order but were not sure which way we wanted to proceed. I had seen the info on the micro continuity before but it was my partner who brought it up and suggested we look at the concept.

    Long story short we are building that program now and plan to launch it very soon.

    Like I said Im not trying to promote his program but I do like the concept...he has enough free info to give you an idea on what it entails without having to buy anything.

    I guess what I'm trying to say is...dont let not knowing the technical stuff stop you from exploring other avenues....if you are providing good quality information people will pay good money for it because there is so much junk out there.

    v
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  • Profile picture of the author Laura B
    Thank you very much, Victoria, for your insight. It gives me something to think about. Have a good weekend!
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