34 {{ upvoteCount | shortNum }}
34 {{ upvoteCount | shortNum }}

InfoProducts: What Would You Include/Expect for $97?

by x3xsolxdierx3x
29 replies
There was a time when, with the right sales copy, without hesitation, I ripped out my credit card and threw down $97 for Joel Comm's "The Adsense Code". I can't recall if there were any added bonuses, and, at the time, I do realize that Joel caught Adsense at the perfect time: when it was just beginning to peak the curiosity of many who were looking for a legitimate way to earn money online. Many people took his ideas and ran with them...and, earned thousands off of that single $97 investment.

My question is: Do you believe that single eBooks can still do well at a $97 price point, nowadays, when people seem to be accustomed to getting tons of information for free? Have YOU been successful with a $97 price point, for a single eBook, and how is your refund rate? (Do people typically give complements and good feedback, or the opposite?)
#$97 #include or expect #infoproducts
  • Profile picture of the author Mike Grant
    Nowadays, I wouldn't spend $97 on an ebook.

    Blame the flooded market with crap ebooks for this.
    Signature
    {{ DiscussionBoard.errors[2414633].message }}
  • Profile picture of the author iSoftware
    The answer is "yes" and also "it depends".

    First, people generally have challenges assessing the value of information. So, you have to spell it out for them in terms of:
    a) how much time, resources and expertise went into that (ex. if you told me you were pouring 10 years of expertise and over $50,000 in professional training into a how-to manual, that would mean more than the typical ebook)

    b) how much money would it make or save them

    c) how much time will it save them

    Additionally, your reputation has a lot to do with how valuable someone thinks the info is and if you are new to a niche it would help to establish your reputation as an expert or leading thinker in this respect.

    Lastly, people from different income brackets have different "pressure points". On Warrior forum $97 for an ebook may seem like alot but in some niches they would look upon a product for $97 as low quality because it cost to much.

    This is my experience having spent over 10 years in tech-related jobs, plus working as a researcher/analyst/consultant for a large, prestigious publicly-traded firm that basically sold "ebooks" to over 75+% of the Fortune 500 (by the way, see how I'm qualifying my opinion here?)

    Good luck...
    Signature
    {{ DiscussionBoard.errors[2414644].message }}
  • Profile picture of the author Igor Kheifets
    Yes, of course you can get away with it...

    It all depends on the information and the way
    you present it.

    Besides, you don't have to tell the prospect that it's
    just an ebook, use other terms such as system and blueprint.

    Also, to increase the perceived value, you can
    create an mp3 recording of the ebook and even better
    just camtasia the whole process.

    That way, you've got the same product in 3 different formats
    which gives it the highest perceived value there is, and gives
    you the opportunity to charge more than the "average perceived
    value" in the market place.

    -Igor
    Signature
    NEW For 2018! How I Built a 4,331,656 Email List Without Losing Money Out Of Pocket Using a Brand New Traffic Source That's 20X More Profitable Than Facebook Ads and Social Media
    {{ DiscussionBoard.errors[2414656].message }}
  • Profile picture of the author Mohammad Afaq
    I think we have made the information cheap by our self.

    I mean, think about this.

    Compare IM coachings to Offline Business coachings or seminars.

    I have seen $97 seminars in IM niche. Do you think that will buy you a ticket for a business seminar???

    EDIT: So what I believe is that all of the crap and cheap products in IM have devalued the whole industry's price point.
    Signature

    “The first draft of anything is shit.” ~Ernest Hemingway

    {{ DiscussionBoard.errors[2414755].message }}
  • Profile picture of the author JamesPenn
    A few years ago Ben Shaffer (I think it was Ben Shaffer) sold a report in the WSO section for, if I remember correctly, $197.

    I remember in the sales copy he said it was only like 3 pages and shared a completely new method of getting big traffic.

    He limited it to something very low, like 5 copies, and sold out within hours.

    I didn't buy it at the time, but if a similar offer came up like that I'd probably snap it up.

    James
    {{ DiscussionBoard.errors[2415208].message }}
  • Profile picture of the author Roy Carter
    It's all about perceived value as well. e.g. It doesn't have to be an ebook. It can be turned into a 6 week course, for example

    As long as you are over-delivering, value wise, then you're golden.

    Roy
    Signature
    "How To Hang Out On Various Exotic Islands Whilst Still Making Shed Loads Of Money...and stuff!" - Get your FREE ISSUE entitled...'A Quick, Easy $2,000 In Your Pocket By This Weekend!'
    >> ---> http://LettersFromASmallIsland.com/sq1.html <--- < <
    {{ DiscussionBoard.errors[2415225].message }}
  • Profile picture of the author Dave d
    Yes I do think they can still do well without a doubt but I think a lot depends on repuation and how you present your offer.

    The reputation part is easy. If somebody is known for good products and over delivering then thats fine.

    How the offer is presented. If this is one of those I have a secret method of making $100 a day and Im not going to tell you what it is until you order type of offers then I have no interest in playing those games. I want to know exactly what Im buying and everything thats included. Especially support, can the author review my work and provide feedback ?

    One thing thats important to me is live examples. I recently read a $97 ebook and I was highly disappointed that there were no live examples since the book was about building particular affiliate sites. However I did get some golden nuggets.

    And that brings me to my other point.

    If its a subject I know well and Im just looking for some extra bits of info that I dont know about then Im more likely to buy. Otherwise if its something I know nothing about then it better be good.

    In short yes I believe an ebook can be easily sold for $97 or more.
    Signature


    {{ DiscussionBoard.errors[2415226].message }}
    • Profile picture of the author x3xsolxdierx3x
      Nowadays, do you all believe that a video form of media would need to be included, somehow, in order to push a $97 price point?
      Signature
      {{ DiscussionBoard.errors[2415289].message }}
    • Profile picture of the author bay37
      Originally Posted by Dave d View Post

      In short yes I believe an ebook can be easily sold for $97 or more.
      Agreed.

      However, I have a little trouble understanding the pricing logic when it comes to these things. I mean, why charge so much money for an e-book?

      A coaching program, on going membership sites that require maintenance, 1-1 help, etc yeah, I see the need to charge a lot for those type of offers. But an e-book? Not so much. Unless it's a couple hundred pages of step-by-step info...

      How many of you would pay $97 for a 100 page report on something something if it was being sold in the local book shop? Now if that report was limited to 5-10 copies, then yeah...

      Perhaps if more high quality e-book we're being sold for $10-$20/copy, there would be less people complaining about "gurus ripping everyone off" and "selling re-hashed crap for some quick cash" (just examples...).

      Lately I noticed some excellent WSOs being sold at < $20. Really good value and the quality of the actual WSOs were a million times better than most $47 ones. I don't buy a lot of WSOs, but those three I'm really happy with.

      Not trying to start an argument here, just looking for some opinions really.

      Nowadays, do you all believe that a video form of media would need to be included, somehow, in order to push a $97 price point?
      I actually find videos annoying. Video delivery == not buying it. Not sure why. I'm sure some people love videos.

      I've bought a few products that contained numerous videos + pdf and found watching the video content to be a complete waste of time.

      I think if you're going to make a product, better spend that time inproving the quality of your report content (perhaps add more info), than making "rextra" videos. This of course doesn't apply to every product...
      Signature

      {{ DiscussionBoard.errors[2415315].message }}
      • Profile picture of the author Dave d
        Originally Posted by bay37 View Post

        Agreed.

        However, I have a little trouble understanding the pricing logic when it comes to these things. I mean, why charge so much money for an e-book?

        A coaching program, on going membership sites that require maintenance, 1-1 help, etc yeah, I see the need to charge a lot for those type of offers. But an e-book? Not so much. Unless it's a couple hundred pages of step-by-step info...

        How many of you would pay $97 for a 100 page report on something something if it was being sold in the local book shop? Now if that report was limited to 5-10 copies, then yeah...

        Perhaps if more high quality e-book we're being sold for $10-$20/copy, there would be less people complaining about "gurus ripping everyone off" and "selling re-hashed crap for some quick cash" (just examples...).

        Lately I noticed some excellent WSOs being sold at < $20. Really good value and the quality of the actual WSOs were a million times better than most $47 ones. I don't buy a lot of WSOs, but those three I'm really happy with.

        Not trying to start an argument here, just looking for some opinions really.



        I actually find videos annoying. Video delivery == not buying it. Not sure why. I'm sure some people love videos.

        I've bought a few products that contained numerous videos + pdf and found watching the video content to be a complete waste of time.

        I think if you're going to make a product, better spend that time inproving the quality of your report content (perhaps add more info), than making "rextra" videos. This of course doesn't apply to every product...
        The price point has absolutely nothing to do with the amount of pages the ebook contains. "Unless its a couple of hundred pages of step by step info" Let me ask you a question. Which would make you hit the refund button. A $97 5 page ebook full of solid juciy actionable content that you never knew about that you put into practice and got you a $2,000 month client or a $97 200 page ebook that was full of fluff and strategies with no idea where to even begin.

        The same goes for video and MP3 etc. While video has a higher percieved value from a customer stand point it does not guarantee you that your money is better spent.

        Basically once the product owner delvers on his promise contained within the sales letter and I get what I pay for I could not care less whether the course is delivered in a pdf or on the back of a knapkin.
        Signature


        {{ DiscussionBoard.errors[2415364].message }}
        • Profile picture of the author bay37
          Originally Posted by Dave d View Post

          The price point has absolutely nothing to do with the amount of pages the ebook contains.
          Human psychology is a complicated thing. Not many people think the way you do.

          "Unless its a couple of hundred pages of step by step info" Let me ask you a question. Which would make you hit the refund button. A $97 5 page ebook full of solid juciy actionable content that you never knew about that you put into practice and got you a $2,000 month client or a $97 200 page ebook that was full of fluff and strategies with no idea where to even begin.
          Here's how I see it:

          If it's a few hundred pages of quality step-by-step info, that can be a really huge time saver to a lot of people. Value.

          If it's "A $97 5 page ebook full of solid juciy actionable content that you never knew about that you put into practice and got you a $2,000 month client" - I would rather have it delivered to me as a 30/60 min phone consultation. Especially when you're dealing with non-im businesses (design, seo, development).

          Basically once the product owner delvers on his promise contained within the sales letter and I get what I pay for I could not care less whether the course is delivered in a pdf or on the back of a knapkin.
          Again, that's how you see it. But the fact still is that these things make a massive impact on conversions, etc... hence this discussion.
          Signature

          {{ DiscussionBoard.errors[2415380].message }}
          • Profile picture of the author JohnMcCabe
            The exact, but not very useful, answer for me is...

            For $97, I expect information that will give me value far in excess of the price tag, provided in the format(s) that best present the information.

            If that means a single, short PDF, fine.

            If it means a PDF, a couple of videos, and an audio, fine again.

            I know I'm part of the jaded minority, but adding formats for the sake of "increasing perceived value" stacks up there with "buy my $14.97 book on Amazon and I'll give you these bonuses worth $10,000".

            If you have a good reason to include video, like a software demonstration or walking a decision process through a mind map or something, by all means include the video.

            If you have an audio interview with solid information, include it if it adds value to the package.

            Bottom line, include as much as you need to in order to fulfill the promise of your offer, in as many formats as necessary, and not a byte more.
            {{ DiscussionBoard.errors[2415476].message }}
            • Profile picture of the author x3xsolxdierx3x
              I'd be interested in hearing more personal stories here.

              Have you ever purchased a $97 eBook, and been very displeased/unhappy with it? In terms of pages/content, how long was it? Short? Really long?

              On the inverse...have you ever purchased a $97 eBook and been extremely pleased with it (or even just moderately pleased...lol). Did it offer alot of "pages" of content, as well?
              Signature
              {{ DiscussionBoard.errors[2415579].message }}
              • Profile picture of the author bay37
                Originally Posted by x3xsolxdierx3x View Post

                I'd be interested in hearing more personal stories here.

                Have you ever purchased a $97 eBook, and been very displeased/unhappy with it? In terms of pages/content, how long was it? Short? Really long?

                On the inverse...have you ever purchased a $97 eBook and been extremely pleased with it (or even just moderately pleased...lol). Did it offer alot of "pages" of content, as well?
                Yes I have. But only for testing purposes - I would give it to my girlfriend to read and then ask her what she thought about it (mind you she's a management student - not very IM oriented). Her answer almost every time:

                "He/she talks a lot about making money this and that way but after spending almost 3 hours reading through 87 pages of blah blah I still have no idea what their point was. I mean, I couldn't just print it out and follow their "system", because I have no idea what "login to wordpress and drag tag widgets over to sidebar one" means.".

                So think about your target market carefully before releasing a product. If you say it's for newbies - make it step-by-step, have a real newbie read it a few times, make some changes and only then release it.

                I have looked at some non-IM-related e-books lately and they seem to be very different (you buy a "guide" you get a proper guide).

                Basically that's my whole point - know your target market. Most of the MMO e-books seem to be targeted towards newbies, but they write in a way that only experienced webmasters can follow (and experienced webmasters normally already know all of the "tricks" mentioned in the e-book anyways).

                As for pricing - noone really knows what the "best" pricing policy is. I guess it depends on whatever price you can sell it for. What happens with most MMO e-books/launches:

                If you have a big following you make your product very expensive.
                If you don't you price it much lower.

                Quality doesn't seem to be a very important factor here. As I said before, three best WSOs I have ever bought sold for less than $20 each (very focused and quality info). Had the price been >$50, I wouln't have bought them. Simply because I know how these things work and I don't spend money on over hyped, over priced products.

                Now for a complete newbie, perhaps a $97 step-by-step guide would be the "best investment ever". If that guide sold for $247 (or even more, as many do), they'd have all the right call it a complete rip-off.

                The argument that so many people use: "if I find at least one little trick that brings in a ton of extra $$ for me - it's worth the price, even if it's priced at $1997" is totally flawed (many will argue with me here - that's fine).

                You know what book I got the most value from? A massive PHP5 Bible that I paid $40 for. I made tens of thousands of $$ applying the knowledge shared in that book. Possibly even hundreds of thousands in the long run...

                At this point I'm just typing stuff... :p
                Signature

                {{ DiscussionBoard.errors[2415855].message }}
  • Profile picture of the author Karan Goel
    Well, rather than selling a single PDF for $97,
    I would rather convert that into multiple PDF's
    and start a membership site.

    I could also probably add videos to it, to increase
    the value of membership.

    Karan
    Signature
    Penalty Safe, Long Term, 100% Whitehat Backlinks
    Love your site? Then check out SafeSpokes!
    ~_~_~_~_~_~_~_~_~_~_~_~_~_~_~_~_~_~_~_
    karan996@irchiver.com karan997@irchiver.com
    {{ DiscussionBoard.errors[2415330].message }}
  • Profile picture of the author TimG
    Originally Posted by x3xsolxdierx3x View Post

    My question is: Do you believe that single eBooks can still do well at a $97 price point, nowadays, when people seem to be accustomed to getting tons of information for free? Have YOU been successful with a $97 price point, for a single eBook, and how is your refund rate? (Do people typically give complements and good feedback, or the opposite?)
    Can an ebook be sold for $97....sure but I think you have to create the product in a manner that sells itself.

    Notice I said product and not ebook. I wouldn't position the information as a single ebook but would instead offer it as a course which would include the following:

    1 - ebook/report
    2 - MP3 format
    3 - Examples or case studies
    4 - Perhaps a live case study that can be followed along with by the buyers

    In the example above the value doesn't come from a single ebook but from a complete package which could then be sold for $97 or more.

    Respectfully,
    Tim
    Signature
    Article Marketing Soldiers - The Best Selling Article Marketing Product On The Warrior Forum Is Now Looking For Affiliates! Make Over $25 Per Sale With This High Converting Product.

    Make More Money And Spend More Time With Your Family By Becoming A Scentsy Consultant - I Provide Personal Assistance And Help With Growing Your Business.
    {{ DiscussionBoard.errors[2415833].message }}
  • Profile picture of the author H3x
    I would prefer a full video course for $97 than an actual eBook, i nearly have my video course completed and it will be around this price.
    Signature
    *** I earnt $479,000+ Online from 2009-2010 with ONE Web Site! ***
    Read my Personal Internet Marketing Story and see how i did it!
    {{ DiscussionBoard.errors[2415854].message }}
  • Profile picture of the author ghoward34
    I think that if the book cantains the right information and the presentation is made so as not come off as being a get rich quick scheme then yes the investment could be worth it. I made a small investment on the net and am reaping the benefits of it now. So I think what the total investment boils down to is how much time, effort and energy you are willing to put into it. As for the return on investment, well you wouldnt believe how well internet marketing can do if you make up your mind that it is what you are going to do and you stay serious about it, but be sure to research any job opportunities that you find online and remember there is no magic wand or gauranteed formula for success, if there was everyone would be millioniares.
    {{ DiscussionBoard.errors[2415874].message }}
  • Profile picture of the author MichaelHiles
    Forrester Research regularly sells "ebooks" for $500 - $2000.

    So I guess it's the value of what's in your ebook relative to the customer, and how you present it.
    Signature
    {{ DiscussionBoard.errors[2415920].message }}
  • Profile picture of the author Matt Morgan
    Originally Posted by x3xsolxdierx3x View Post

    There was a time when, with the right sales copy, without hesitation, I ripped out my credit card and threw down $97 for Joel Comm's "The Adsense Code". I can't recall if there were any added bonuses, and, at the time, I do realize that Joel caught Adsense at the perfect time: when it was just beginning to peak the curiosity of many who were looking for a legitimate way to earn money online. Many people took his ideas and ran with them...and, earned thousands off of that single $97 investment.

    My question is: Do you believe that single eBooks can still do well at a $97 price point, nowadays, when people seem to be accustomed to getting tons of information for free? Have YOU been successful with a $97 price point, for a single eBook, and how is your refund rate? (Do people typically give complements and good feedback, or the opposite?)
    Turn it into an audio ebook and sell if to $97 - $197.

    I think some people, (if trusted buyers of yours) would buy your book for $97.

    After all you bought Joels, so there are other people like this
    Signature
    -> [FREE WSO 1] Discover 77 FREE Ways To Generate Traffic!
    -> [FREE WSO 2] Discover 67 Killer Traffic Methods Which Will Crush Your Competition!
    -> [FREE WSO 3] Discover 77 Amazing Blogging Tips To Explode Your Profits!

    ...…..Now LISTEN CAREFULLY! ===> [WSO REPORTS 4, 5, 6 are >> Found Here]
    {{ DiscussionBoard.errors[2415950].message }}
  • Profile picture of the author madison_avenue
    Joel Comm was in relatively early on quite a new concept: adsense, which then literally exploded, with lots of hungry buyers wanting to know how they could get a piece of the action- and he benefited. If you are at the start of something big and have some thing useful to contribute maybe you could ride the crest of the wave. $97 could look a reasonable price.
    {{ DiscussionBoard.errors[2416062].message }}
  • Profile picture of the author TheMagicShow
    For $97 dollars it would be cool to have:

    Case studies
    Possibly a software that automates
    Tons of videos
    A future webinar/seminar
    Excellent support/private forum

    I'd pay $97 dollars, for a product that contained all the elements listed above, as would many others.
    Signature

    " You can either give a man a fish and feed him for a day OR teach him how to catch a fish and it will feed him for a lifetime"

    {{ DiscussionBoard.errors[2416224].message }}
  • Profile picture of the author jcomm
    The funny thing about that is I had no idea it would be so successful. I honestly thought it would be great if I could sell $10,000 worth of that ebook in a year. We ended up selling that much the first week... and then the avalanche really began!

    Joel
    {{ DiscussionBoard.errors[2464388].message }}
    • Profile picture of the author x3xsolxdierx3x
      Originally Posted by jcomm View Post

      The funny thing about that is I had no idea it would be so successful. I honestly thought it would be great if I could sell $10,000 worth of that ebook in a year. We ended up selling that much the first week... and then the avalanche really began!

      Joel
      Mine has been similar joel....but, at different price points as low as $10 to as high as $97....

      I sold around $3,000+ the first 2 days. The funny thing is...I can't get affiliates for the life of me...lol....and, when I sought feedback, hardcore copywriters absolutely tore up my sales page....lol....I guess if it ain't broken, why fix it?

      I guess, with this thread, I was hoping to gain a better understanding what exactly people would hope to see in a product that sells for $97. Of course, there can be certain benefits to encountering a market early....just as they are beginning to salivate for a product, as, I'm sure, you know quite well Joel....
      Signature
      {{ DiscussionBoard.errors[2464507].message }}
  • Profile picture of the author Aegir
    I have purchased 4 of $97 ebooks in the last 12 months, they all share similar characteristics

    - marketed mainly via seminars and articles

    - professionally typeset using adobe indesign

    - been professionally edited

    - had professional graphic designer do all artwork

    - each has had as extra a mp3 of book read by professional narrator

    - each upsells membership site subscription for $400ish

    - each book standsalone and delivers enough actionable content that if implemented will cover you for multiple upsells

    - the information covered is widely available on the web or books etc, what makes these products unique is how the authors structure the books teaching via stories delivered in a conversational friendly way.

    - They all share the poor kid make good model.

    Notice i didn't say had professional copywriting the sales page on all was done by the authors themselves.

    None of the above is a huge outlay in production costs or time yet few people take the time to go beyond what is ordinary in their market so they are forced to charge a price that reflects that.

    Roger
    {{ DiscussionBoard.errors[2464977].message }}

Trending Topics