Audio version of Ebook? Selling Price ??

by entry
40 replies
If you have an ebook (about $19) and convert the written text to audio, to make an audio version - for selling as an upsell or backend, what should the price of the audio ebook be, what range would i be looking at ?

(the ebook is for $19)


The voice is good, clear, and it looks professional.
#audio #charge #ebook #versio
  • Profile picture of the author jasons
    I would say $10 for you audio up sell bring your total price to $29 for everything.
    I think that's a fair price
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    • Profile picture of the author bradlean
      I think that would be a great - audio ebooks.

      Honestly there are times I'm tired reading of ebooks. I know it's beneficial but audio ebooks would be better too..
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    • Profile picture of the author entry
      Originally Posted by jasons View Post

      I would say $10 for you audio up sell bring your total price to $29 for everything.
      I think that's a fair price
      Shouldn't the audio version be expensiver than the written version ? (even if slightly expensiver?)
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      • Profile picture of the author marcuslim
        Audio has higher perceived value so a $7 ebook can be bundled together with the audio version and sold for $27 say. This is actually a good strategy. Keep producing cheap low-ticket $7 ebooks and later on focus on the ones that sell the best and step them up to audio and sell at higher price.
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      • Profile picture of the author jasons
        Well that is just what I would do. You can do whatever you feel. However I have found with the price lower you make even more sales on the upsell because it's a no brainer. But not only that you get of customers. & Happy ones at that!

        Originally Posted by entry View Post

        Shouldn't the audio version be expensiver than the written version ? (even if slightly expensiver?)
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    • Profile picture of the author rcritchett
      Originally Posted by jasons View Post

      I would say $10 for you audio up sell bring your total price to $29 for everything.
      I think that's a fair price
      I agree! Great answer.
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  • Profile picture of the author Barry Unruh
    Originally Posted by entry View Post

    If you have an ebook (about $19) and convert the written text to audio, to make an audio version - for selling as an upsell or backend, what should the price of the audio ebook be, what range would i be looking at ?

    (the ebook is for $19)


    The voice is good, clear, and it looks professional.
    Sssshhhhhh....Marketing Secret about to be revealed. (No one knows)

    Seriously, the only way to really answer this question is to do a split-test for your market. I'd suggest you try running a split-test with one price for the upsell at around $10, and another for $29.

    Once you have a winner between those two, choose another price to split-test with.

    If I were to guess, you will sell more at $10, but you will have higher profits on the $29. (In other words, you may sell twice as many at $10, but make less money.) THAT WOULD BE IDEAL.

    Because then you can follow up in a few weeks and offer your list of buyers (who did not buy the immediate up-sell) the audio edition again, at either the same price, a higher price, or a discounted price. (You were going to split-test again, right?)

    Just food for thought....

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    • Profile picture of the author Marvin Johnston
      Originally Posted by Barry Unruh View Post

      Seriously, the only way to really answer this question is to do a split-test for your market. I'd suggest you try running a split-test with one price for the upsell at around $10, and another for $29.
      I agree with Barry here ... testing is the only way to find out.

      And I would add that you need to take a look at other products in your niche to find out at what price similar products are selling. That will give you a ballpark price to start.

      Marvin
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  • Profile picture of the author Will Edwards
    Something else you might like to think about. When I converted my ebook to MP3, I simply added it into the product and left the price the same. My logic was simply that it would increased perceived value and, therefore, font-end sales.

    Good luck with it.

    Will
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    • Profile picture of the author fated82
      Originally Posted by Will Edwards View Post

      Something else you might like to think about. When I converted my ebook to MP3, I simply added it into the product and left the price the same. My logic was simply that it would increased perceived value and, therefore, font-end sales.

      Good luck with it.

      Will
      I agree with Will....Increase the perceive value and package both the eBook and the audio book together. having an upsell like that will not increase your sales volume much....
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  • Profile picture of the author Eamon Diamond
    I'm also going to agree with Will here on this, if you have the eBook turned into an audio and package the two together for the same price, people will see more of a perceiced value this way. Make sure to point out on your sales page that you have the audio version if some would like to listen instead of reading and attach a value to it in there.
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    • Profile picture of the author entry
      Originally Posted by Eamon Diamond View Post

      I'm also going to agree with Will here on this, if you have the eBook turned into an audio and package the two together for the same price, people will see more of a perceiced value this way. Make sure to point out on your sales page that you have the audio version if some would like to listen instead of reading and attach a value to it in there.
      Can you give your example with some numbers please (to make it easier to follow)

      even if they are Made up values.

      You can use this outline

      Price of ebook alone = $?
      Price of audio ebook alone = $?

      Offer 1 = Ebook alone = $?
      Offer 2 = Ebook + Audio ebook = $?
      Offer 3 = Audio ebook alone = $?
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      • Profile picture of the author entry
        Originally Posted by entry View Post

        Can you give your example with some numbers please (to make it easier to follow)

        even if they are Made up values.

        You can use this outline

        Price of ebook alone = $?
        Price of audio ebook alone = $?

        Offer 1 = Ebook alone = $?
        Offer 2 = Ebook + Audio ebook = $?
        Offer 3 = Audio ebook alone = $?
        ok cheers.

        Back to my question about, what would i give, (even if some made up values- but which will help me understand better)
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      • Profile picture of the author Eamon Diamond
        Hi entry,

        First off you could say the value of your eBook was slashed from $27 to now $17. This leaves it that the reader now sees what the top value of the eBook was, so it leaves it easier to put a price on your audio. Make sure to mention it in your sales page.

        If you have a great eBook which is top quality you could ask $17, but it would have to be top notch for an eBook. Research showed that a 7 somewhere in the price seem to get more buyers, if you look online at 90% of sales pages, you'll either see $7 $17 $27 and so on.

        If you wanted to go with the three different offers as you menitioned an upsell, you could offer the eBook at $17, then offer the audio at $10, but instead of them paying the $10 put a slash through the $10 and offer it at $7 along with the eBook as a package. This way you show that $7 which has been shown to return the best value for people wanting to buy.

        For the audio eBook alone, I would offer it at $19, for you did mention in your sales page that the eBook was of better value which was $27 now slashed to $17. This can leave you being able to set a price on the audio at $19 for your Ebook was first $27, now slashed.

        There isn't a way to show that 7 here on the audio, because of the way the other two are valued. But it throws all the emphasis back on the value you've given with the number two option which is the one you want them to buy.

        You wanted quick numbers, this is just off the top of my head and something for you to think about. But I am still sticking to my first post and that's package the two together for a more preceived value at $17 and you will get more sales :-)
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        • Profile picture of the author RD5
          There are some good suggestions here, but I don't know... The best thing to do is to do some split tests and see what price converts better.

          Also if you're providing really good value, let's say you show someone how to save $1000's in the long term, then why you should sell your audio book for $27?

          Charge more. You will attract fewer and better customers and most importantly you'll have to sell fewer units to achieve your personal goals
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        • Profile picture of the author entry
          Originally Posted by Eamon Diamond View Post

          Hi entry,

          First off you could say the value of your eBook was slashed from $27 to now $17. This leaves it that the reader now sees what the top value of the eBook was, so it leaves it easier to put a price on your audio. Make sure to mention it in your sales page.

          If you have a great eBook which is top quality you could ask $17, but it would have to be top notch for an eBook. Research showed that a 7 somewhere in the price seem to get more buyers, if you look online at 90% of sales pages, you'll either see $7 $17 $27 and so on.

          If you wanted to go with the three different offers as you menitioned an upsell, you could offer the eBook at $17, then offer the audio at $10, but instead of them paying the $10 put a slash through the $10 and offer it at $7 along with the eBook as a package. This way you show that $7 which has been shown to return the best value for people wanting to buy.

          For the audio eBook alone, I would offer it at $19, for you did mention in your sales page that the eBook was of better value which was $27 now slashed to $17. This can leave you being able to set a price on the audio at $19 for your Ebook was first $27, now slashed.

          There isn't a way to show that 7 here on the audio, because of the way the other two are valued. But it throws all the emphasis back on the value you've given with the number two option which is the one you want them to buy.

          You wanted quick numbers, this is just off the top of my head and something for you to think about. But I am still sticking to my first post and that's package the two together for a more preceived value at $17 and you will get more sales :-)

          Cheers for your examples,. but i am still confused on some numerical examples.

          Lets say my ebook = $17,
          what would the audio version be (so it seems like a bargain).

          Can you give some made values up:
          Price of ebook alone = $?
          Price of audio ebook alone = $?
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      • Profile picture of the author Paul Barrs
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        • Profile picture of the author Michael Oksa
          Originally Posted by Paul Barrs View Post

          I've been doing all of the above since mid 2001 - here is my guide for you -

          Price of ebook alone = $17
          Price of audio alone = $17

          Offer 1 = Ebook alone = $17
          Offer 2 = Ebook + Audio = $27
          Offer 3 = Audio alone = $17

          In today's multimedia world adding in a few MP3's doesn't really add "that much", unless you're talking 3 - 5 hours additional audios.

          But then in truth, the length really has no bearing on the price point at all - but it's the CONTENT can value to the customer that determines it's price point.

          An eBook with the same number of pages could also sell for $97... $147 with the downloadable audio if it gives the reader their return on investment.

          Paul Barrs
          Thanks Paul!

          This is perfect! I just put the finishing touches on a new e-book, and was looking for a way to increase value.

          Of course, having a thick Wisconsin accent may not be the most sonorous to some people, but I think it will do the trick. Having a computer that doesn't add an awful buzzing sound doesn't hurt either.

          All the best,
          Michael
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          • Profile picture of the author entry
            Originally Posted by Michael Oksa View Post

            Thanks Paul!

            This is perfect! I just put the finishing touches on a new e-book, and was looking for a way to increase value.

            Of course, having a thick Wisconsin accent may not be the most sonorous to some people, but I think it will do the trick. Having a computer that doesn't add an awful buzzing sound doesn't hurt either.

            All the best,
            Michael
            See guys my detailed/common questions and the Answers they give do help others!
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            • Profile picture of the author Michael Oksa
              Originally Posted by entry View Post

              See guys my detailed/common questions and the Answers they give do help others!
              Absolutely correct!

              I know you're not new, but a lot of new people often wonder how they can contribute to the forum.

              Asking questions is one form of contribution.

              ~Michael
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              • Profile picture of the author Brian John
                Originally Posted by Robert Plank View Post

                I already said don't split up the book and audio book. Why would I buy the ebook from you, and then re-buy the audio of what I just bought?

                An "audio version" of an ebook doesn't make it "another" product!
                it's not another product, agreed, nevertheless it may be something people would be interested in. i've purchased an audio upsell before...and was very glad they offered it.

                what about having all products (primary product and bonuses) in audio format and offering them as a bundle in a single upsell? i would very easily pay another $10 for that.
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  • Profile picture of the author darkwizgemz
    $10 wouldn't so bad for a good clear audio. I'm a little bit confused with your numerical examples. hehe
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  • Profile picture of the author Silas Hart
    I tried upselling Audio, the cost and time to do an audio version of an eBook outweighed the profit. Video is a different story.
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  • Profile picture of the author Robert Plank
    A few things:

    1. Don't split test it. I know that's the usual advice when someone really means "I have no idea" ... and it's a really easy excuse to not do anything. Split test the headline later, on a day where you have nothing else to do.

    2. Don't upsell from the ebook to the audio. Just bundle them together. That's the only buying choice. You seem comfortable selling it for $29. So make launch it at $19 this month as an introductory price and keep announcing the exact date the price is jumping to $29.

    Honestly, I have always had super low conversions trying to upsell the audio/video version of something they already bought.

    Plus it doesn't make sense as a buyer... I just bought the ebook and now you're telling me that I don't need to buy this thing I just paid for, because there's the audio version? What if I want just the audio and no written version?

    3. If you must have an upsell (add it after you've launched this) make it for a separate offer.
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    • Profile picture of the author entry
      Originally Posted by Robert Plank View Post

      A few things:

      1. Don't split test it. I know that's the usual advice when someone really means "I have no idea" ... and it's a really easy excuse to not do anything. Split test the headline later, on a day where you have nothing else to do.

      2. Don't upsell from the ebook to the audio. Just bundle them together. That's the only buying choice. You seem comfortable selling it for $29. So make launch it at $19 this month as an introductory price and keep announcing the exact date the price is jumping to $29.

      Honestly, I have always had super low conversions trying to upsell the audio/video version of something they already bought.

      Plus it doesn't make sense as a buyer... I just bought the ebook and now you're telling me that I don't need to buy this thing I just paid for, because there's the audio version? What if I want just the audio and no written version?

      3. If you must have an upsell (add it after you've launched this) make it for a separate offer.

      SO dont sell the ebook alone, and then dont sell a seperate item for the audio ebook alone?

      but sell
      1) ebook alone $19
      2) Bundle of ebook + audio ebook for $29

      that would be as an upsell though, right ?
      :confused:


      or you are saying, don't offer this audio as an backend?
      :confused:

      are you advising Not to do what Paul is advising In Pauls last thead?




      Originally Posted by Paul Barrs View Post

      I've been doing all of the above since mid 2001 - here is my guide for you -

      Price of ebook alone = $17
      Price of audio alone = $17

      Offer 1 = Ebook alone = $17
      Offer 2 = Ebook + Audio = $27
      Offer 3 = Audio alone = $17

      In today's multimedia world adding in a few MP3's doesn't really add "that much", unless you're talking 3 - 5 hours additional audios.

      But then in truth, the length really has no bearing on the price point at all - but it's the CONTENT can value to the customer that determines it's price point.

      An eBook with the same number of pages could also sell for $97... $147 with the downloadable audio if it gives the reader their return on investment.

      Paul Barrs
      Cheers very much Paul.

      Are you saying, instead of using $17 and $27, if the ebook is worth $97, with more info

      the I can use $97 and $147 (aslong as the book is worth $97) ?


      and
      How about if the ebook is $47? would the ebook + Audio be $67?

      {so you are increaseing the price of ebook + audio by about x 1. 1.588}
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      • Profile picture of the author Robert Plank
        Originally Posted by entry View Post


        SO dont sell the ebook alone, and then dont sell a seperate item for the audio ebook alone?

        but sell
        1) ebook alone $19
        2) Bundle of ebook + audio ebook for $29

        that would be as an upsell though, right ?
        :confused:


        or you are saying, don't offer this audio as an backend?
        :confused:

        are you advising Not to do what Paul is advising In Pauls last thead?






        Cheers very much Paul.

        Are you saying, instead of using $17 and $27, if the ebook is worth $97, with more info

        the I can use $97 and $147 (aslong as the book is worth $97) ?


        and
        How about if the ebook is $47? would the ebook + Audio be $67?

        {so you are increaseing the price of ebook + audio by about x 1. 1.588}
        You are overthinking it. Just sell the ebook + audio together. Otherwise you will confuse me.
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        • Profile picture of the author entry
          Originally Posted by Robert Plank View Post

          You are overthinking it. Just sell the ebook + audio together. Otherwise you will confuse me.


          I want one version as the 1st offer, and another as an upsell (for $10-$20 more)

          so

          offer 1- ebook
          offer 2 - ebook + upsell (If they choose not too-> offer 1)
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  • Profile picture of the author Robert Plank
    Just show us your functioning buy button and upsell page so we know what you're talking about.
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    • Profile picture of the author entry
      Originally Posted by Robert Plank View Post

      Just show us your functioning buy button and upsell page so we know what you're talking about.
      oh i will do (it is currently being developed)

      Here is what i mean.


      Jim lands on my sales page, for my $17 ebook.

      Jim loves what he sees, and wants to pay, ready to enter his Paypal details, so clicks the PURCHASE this ebook button.

      when he clicks the payment button, ready to pay $17, Rather than going to the paypal page, he goes to another page

      "Wait, before you go further would you like to get an audio of this ebook Included with your ebook? The audio version is worth $37, but you can have both ebook + audio for Both $27.

      Now there are 2 Clicking options

      Yes? -> I would like both versions for $27 (they get Both ebook + aud book)

      No - > I just want the ebook (so they pay $17 and just get the ebook)"



      then he decides, and pays, and gets his items. These are options Before he pays, using RAP,
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  • Profile picture of the author Robert Plank
    I already said don't split up the book and audio book. Why would I buy the ebook from you, and then re-buy the audio of what I just bought?

    An "audio version" of an ebook doesn't make it "another" product!
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    • Profile picture of the author entry
      Originally Posted by Robert Plank View Post

      I already said don't split up the book and audio book. Why would I buy the ebook from you, and then re-buy the audio of what I just bought?

      An "audio version" of an ebook doesn't make it "another" product!
      Its about perceived value I thought?

      Even if you bundle products as people suggest, bundling products don't make them Newer or additional products, it is about adding perceived value, as Paul Myers and others have taught.
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      • Profile picture of the author Robert Plank
        Originally Posted by entry View Post

        Its about perceived value I thought?

        Even if you bundle products as people suggest, bundling products don't make them Newer or additional products, it is about adding perceived value, as Paul Myers and others have taught.
        If all you're worried about is perceived value then to a price breakdown on the sales letter.

        I've split tested an "add video" offer and a bundle offer and upselling something at the same price in the same format has always been the winner for me.

        So if I'm buying product #1 from you including the ebook + audio for $37 then the upsells is an additional ebook + audio package also for $37.

        I've already proven myself as someone willing to pay that price point and in that niche.
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    • Profile picture of the author Tom B
      Banned
      Originally Posted by Robert Plank View Post


      An "audio version" of an ebook doesn't make it "another" product!

      I was just going through a behind the scenes video with Kelly and Mike in regards to the Rich Jerk. He said his upsell was an audio version of the ebook and it converted like mad.
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      • Profile picture of the author James Blair
        Originally Posted by Thomas Belknap View Post

        I was just going through a behind the scenes video with Kelly and Mike in regards to the Rich Jerk. He said his upsell was an audio version of the ebook and it converted like mad.
        How long ago was the Rich Jerk released...? I mean, it's been a good while really... unless there has been some new version released that I'm not aware of or something (disclaimer lol) But just sayin'..

        To answer you OP,

        Scrap the up-sell idea altogether? I would just say scrap the idea of up-selling the audio version of the e-book. If you have to, just release it without an up-sell at first but be thinking of/creating an up-sell to add in the future. Just be sure it adds value to the customers purchase and is a compliment to the offer they just bought. Not only will it potentially help increase your revenue, if you're selling quality content then you will have improved the customer's learning experience as well.

        As far as the last two questions, my advice would be to put the e-book and audio version into one package, sell it for 27 bucks for example or whatever you want really I have no clue what it is or what it is worth so the actual price point is up to you, but by the example you know what I mean.

        Lastly, yes I would just forget offering either of them as stand alone products but that option is really up to you. There are many avenues you can take, this is just one guy's advice to another. It's what I would personally do, I can tell you that much. And apparently several others too.

        Just to be clear, I'm also not claiming to be some guru or expert or anything else like that so take my words how you will, but like I said, that's just what I would do.

        Hope that helps out buddy,

        James
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        • Profile picture of the author Tom B
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          Originally Posted by James Blair View Post

          How long ago was the Rich Jerk released...? I mean, it's been a good while really... unless there has been some new version released that I'm not aware of or something (disclaimer lol) But just sayin'..


          Hope that helps out buddy,

          James

          I believe the audio is still being sold seperately. At least from the videos Kelly and Mike shown which was shot last year. Just sayin...

          I would just test if I was the OP. You won't know until you test no matter what anyone on this forum says.
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          • Profile picture of the author James Blair
            Originally Posted by Thomas Belknap View Post

            I believe the audio is still being sold seperately. At least from the videos Kelly and Mike shown which was shot last year. Just sayin...

            I would just test if I was the OP. You won't know until you test no matter what anyone on this forum says.
            Well if it is great for them and I'm glad they've been successful this long with it, that's good stuff. I know the Rich Jerk was a hit back then. As for myself and what I would do, that's the advice I offered the OP.

            I certainly do agree with testing though, everything should always be tested plain and simple.


            James
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            • Profile picture of the author Brian John
              some good points made in this thread.

              a suggestion i don't think i've heard yet...what about offering the audio book as a oto bonus when the prospect is attempting to click off the page?
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              • Profile picture of the author marcuslim
                Make the audio a bonus to make your offer irresistible. Even better, offer mp3 and ipod formats. Then you can charge $27 for the product - ebook + audio
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  • Profile picture of the author James Blair
    I'll have to side with Robert buddy, and for example, I haven't seen many (if any) e-book products up-selling an audio version.. Have you?

    My advice to you- package the e-book and audio together in one offer and adjust the price point to compensate for the value increase. If you're offering the e-book for 19.00 right now, add the audio in your offer and set the price point to 27.00 for example.

    You'll still get the revenue increase you're looking for, imo more than if you tried upselling the audio and give the customer more value while you're at it, winner for everyone.

    If you must have an upsell then I would suggest making it a different, but similar, product that of course compliments and goes along with the first. Could be an advanced version of product 1, your membership site as an OTO (one time only) offer, a different but related product altogether, whatever.


    Good luck with the product, I hope you do well with it.


    James
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    • Profile picture of the author entry
      Originally Posted by James Blair View Post

      I'll have to side with Robert buddy, and for example, I haven't seen many (if any) e-book products up-selling an audio version.. Have you?

      My advice to you- package the e-book and audio together in one offer and adjust the price point to compensate for the value increase. If you're offering the e-book for 19.00 right now, add the audio in your offer and set the price point to 27.00 for example.

      You'll still get the revenue increase you're looking for, imo more than if you tried upselling the audio and give the customer more value while you're at it, winner for everyone.

      If you must have an upsell then I would suggest making it a different, but similar, product that of course compliments and goes along with the first. Could be an advanced version of product 1, your membership site as an OTO (one time only) offer, a different but related product altogether, whatever.


      Good luck with the product, I hope you do well with it.


      James
      so I should scrap my upsell idea?

      So i should offer it on the same Main Primary sales page, as an addition to the ebook, for the price of $27 say?

      then how would I offer the ebook alone, seperatley? or wouldn't i need to?
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