How Much Perceived Value Does Video Have?

12 replies
I note that a lot of people recommend adding videos to their product, or making the product a video as opposed to an eBook. The typical reason given is that video has a higher perceived value than just text.

Note that people generally say a higher perceived value rather than a higher actual value.

Establishing an actual value would naturally depend on the product, but when we're talking about a perceived value, is there any hint or indication as to what that might be? Does a video product have, say, a 10% greater perceived value than text? 20%? 30%?

I have an eBook that I am finalizing, and I am wondering if it would be worth the effort to create a set of videos to go along with it. My target price for the eBook is $37. I haven't gotten any feedback from my test readers yet, but I think that $37 is a good value for the eBook as planned. So, I'm wondering what value might be added if I were to do videos? Could I charge more, or is it something that would help to increase conversions?

The videos wouldn't contain any additional information beyond what is in the eBook. The benefit would be to those that want to watch or see something because maybe it's easier for them to learn by seeing something being done rather than reading about it. Where step-by-step instructions are needed, I think I've done a thorough job of covering that in the eBook, so the video would simply show that.

Or, do I release the eBook as planned, and maybe add videos later depending on sales? I'd really like to get this eBook done and out the door; if I add videos, I'm guessing that may add an additional month to finalize.
#perceived #video
  • Profile picture of the author Palo Coyote
    Hi Dan,
    I have a friend to almost quite literally does not read. He doesn't read books because he says he falls asleep. He will watch instructional videos and the other thing he will do is listen to podcasts, books on tape, and audio. Whether the video and audio has a "higher perceived value" or not if you put a package together with your e-book, video series, and podcasts or MP3s that people could load into their player, and take with them in their car or anywhere else, you would be over delivering on a huge scale. And people would feel like they were getting the "Big Gigantic Wonderful Package of Information." And then probably say things like, "That Dan is just a fantastic human being."

    Just my 2 cents.

    No sig today.

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  • Profile picture of the author BlueStar
    A physical product almost always has more perceived value.

    CD, DVD, manuals, MP3, etc...

    I know of a marketer who was selling credit info via Digital download and made little money.

    He then went to Physical CD's, DVD's, and manuals, raised his price thru the roof and made Millions. Identical as Ebook but value was created. Go figure.
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    • Profile picture of the author Jeff Henshaw
      Video is great, provided that you can view and hear it.

      There lies the problem - many people cannot download, or view video, due to the limitations of their Internet connection.

      The limitations are not restricted to dial up connections either. I have a broadband connection, but there are only certain times of the day (best between 1:00am and 3:00am - so not good for my slumber!) when I can download quickly and view unbroken video.

      This is because I am close to the end of my telephone exchange line, so when many private and business users are on line, my service resorts to a crawl.

      Just something to bear in mind, in my opinion.

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      • Profile picture of the author kenanmedia
        I love videos becaucse I am too lazy to read. And I am quite sure that other people prefer video too. The technological barrier isnt as huge as it was some years ago. I am not saying that video will replace text, but its a great alternative.
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  • Profile picture of the author SolomonHuey
    It would definitely be smart to offer a video option. I personally hate watching videos, but most people do like them and consider it more valuable than an ebook Just test your pricing and figure out what makes you the most per person.

    Solomon Huey
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  • Profile picture of the author spressnell
    I have heard from top IM gurus that video is the place to be now. I think it is so big now, because people like to see/hear things right now, and don't always want to read text.


    Hidden Ways to Wealth--clear away the “gunk”
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  • Profile picture of the author xlfutur1
    It seems as if you have a product with multiple options for learning, the perceived value is higher. If I were to buy product A with just an ebook, and product B (exact same info) offered an ebook, with instructional videos AND mp3 files for learning that i could put on the ipod while working out, I would choose B hands down. Steal from the Ginsu knife strategy of "piling on" and you'll have a valuable product. some people hate reading PDFs but they have no problem watching instructional videos. Cover all the bases and you'll be fine.
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  • Profile picture of the author Takuya Hikichi

    I think you brought up a great question here. I would like to see a site offers three options for video, audio and ebook or if not three, maybe two.

    But, here is the thing about a video though.

    If I'd sit through a 10 min video and all it did was explain something using bullet point powerpoint. I'd wish that person sent me a memo instead.

    If I am watching a video, I'd expect a nice presentation. A tutorial can be done with a desktop capture video so that's great, but if someone is explaining a concept and if isn't carefully put together, it's kind of like attending a bad presentation, I'd feel my time could be spent doing something else.

    I love videos that the visual aides are reinforcing what the presenter is explaining, but if all it did was someone reading powerpoint bullet points that could have explained in a few page report, that video wouldn't add any additional value than an ebook for me.
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  • Profile picture of the author Igor Kheifets
    Hey Dan,

    it is tuff to decide when it comes
    to video or ebook because all the people
    are different.

    but what you can do is offer an ebook
    and if someone declines the offer, offer them
    a video version "The Best Of" or "The Essentials"
    at a lower price.

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  • Profile picture of the author spearce000
    I know I'm biased ('cos I make videos) but the old saying of a picture being worth a thousand words really is true. When you actually see and hear something it lodges in a different part of your brain. People know this and in my experience will pay more for a video than an eBook because it helps them learn and understand quicker.
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  • Profile picture of the author JRG
    We are pumping out illiterate high school grads every year!

    1/3 of high school graduates never read another book for the rest of their lives.
    42 percent of college graduates never read another book after college.
    80 percent of U.S. families did not buy or read a book last year.
    70 percent of U.S. adults have not been in a bookstore in the last five years.

    And we are pumping out 1,000 word sales letters. lol Although I do not want to help the illiteracy rate in this country video is where it's at. So I do both.
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