How to Market and Price Your Ebook
You’ve written and compiled an ebook. Now you have to
decide how much to charge for it. Finding the right
price is essential to the success of your product. If
you charge too little, people will think it’s of
little value, and they won’t purchase it, or even it
they do buy your book, you will have to sell thousands
of copies to get to the point where you can begin to
see a profit. If you price it too high when compared
with your competition, you will find yourself steadily
lowering the price, which will cause you all kinds of
new problems in the future. For example, if you sell
your ebook at first for $39.99, and later reduce it to
$24.95, don’t you think the people who bought it for
$39.99 are going to be PISSED?
Choosing the right price for your ebook is one of the
most critical parts of the marketing process. The
first rule of pricing ebooks is to never underprice.
Determine the highest price your audience can afford,
and then if you find your book isn?t selling, you can
always reduce the price. Before you take that step,
make sure you are promoting your book like crazy on
the Internet and on websites. The price should be
aimed at bringing in profits, but you should never
forget that price is one of the factors that people
use in judging the value of your ebook ? before they
buy it. So always start with the highest price, and
then launch a mega-marketing campaign.
Pricing an ebook is particularly difficult because
ebooks are a fairly new commodity. Since they are
digital, the value of an ebook is as confusing as the
understanding of what digital actually is to the
average layperson. This means that we must look at
ebooks in a different light in order to determine
their actual worth in this brave, new cyber world.
Let’s look at the difference between a book in print
and an ebook. A printed book is an object you can hold
in your hand, store on your bookshelf, even hand down
to the next generation. It is priced on factors such
as paper stock, design and production costs, and
But the fact that unites ebooks and print books is
that they are composed of ideas. It is the ideas in
these books that have the ability to change, or
possibly transform, people’s lives.
What do you think an idea is worth when evaluated
against the cost of paper and ink?
It is the IDEAS that are valuable! That is how you
determine the cost of your ebook.
What should I charge for my ideas?
There are all different formulas and methods for
determining the correct price for your ebook. Let’s
begin with honing in on your ultimate goals.
Decide if your goal is to get wide distribution and
maximum exposure. This goal is aimed at drawing
customers to your business or service, or to
establishing the credibility of your reputation. If
this is your main goal, you should aim to keep your
price on the low side. Some authors have even priced
their ebooks at a profit loss to draw a high number of
new customers. The key is to find a price that
maximizes your profits and the number of books you
This is an excellent pricing strategy if you are
looking to acquire long-term customers. Long-term
customers are extremely likely to buy from you again
and again ? as long as the first ebook they buy is of
exceptional quality and beneficial to the customer.
However, if your book contains valuable ? and more
importantly NEW information, references, or techniques
? then you should aim to price it on the high end.
After you figure out your goal, you must figure out
what your audience’s need is for your ebook. For
example, does your book solve a particular problem? If
it does, and solves it in a way that hasn’t been
written about in one hundred other ebooks, you will be
able to achieve high sales at a high price. If your
book solves a problem or answers questions in a new
and unique way, you should price your book as high as
you can go. You will achieve larger profits this way,
but bring in fewer customers. Just make sure the
question or problem that your book solves is one that
is important and relevant to the majority of your
market audience. If your ideas are not common
knowledge, or you are presenting a brand new
technique, you will be able to sell books at a high
price. Just be prepared for your competition to
undercut you on price as soon as they hear about your
Keep in mind that the above pricing strategy is
temporary. Eventually, you will cease to sell books at
this high price. So figure out in advance how long you
plan to offer your ebook at this high price, and when
that time is up, change your pricing strategy.
If you want to see large profits over customer draw,
aim for an audience that is looking for easy solutions
to their problems at a low price. If your book is
aimed at solving one particular problem rather than
general advice, then you can charge more. Start at the
highest price the market will bear to bring in the
largest profits, and plan to discount the book a
number of times throughout the year.
The key that unlocks the sales potential of your ebook
is to find a single sentence that becomes your selling
handle. This sentence states what question or problem
your book answers and the benefits your ebook can
provide. Then be sure to use that sentence in every
piece of sales and promotional material, and every
time anyone asks you about your ebook.
Besides promoting your books assiduously online, there
are several other strategies that can help you sell
One is to give something away for free with your book,
such as a valuable bonus item. Or bundle several
ebooks under one price, which lowers the price for
each ebook if they were sold separately.
An effective technique for figuring out a price is to
send out a survey to your current customers. If these
customers have already bought an ebook from you, ask
for their opinion in terms of price. Do this by
creating a sales page for the new book, but don’t
include a price on that page. Instead, add a number of
links to survey questions that ask pointed questions
to aid you in assigning a price to your ebook.
Another strategy is to test out prices by creating a
number of duplicate sales pages with different prices
on each page. Make sure your sales copy is exactly the
same on every page, and includes your selling-handle
sentence. Then figure out for each page the conversion
ratio between visitors to your site and sales of your
book. This will tell you what your optimum price is.
Ultimately, if you’ve written a book that solves a
problem or presents a new technique, your book will
bring in both traffic and profits. So be sure to write
that selling-handle sentence that sums up what problem
your book solves and what the benefits of your book
will be to the customers who purchase it. And then
watch your market come to you!
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Infoproducts – How to Earn More From Your Infoproduct Business
The best way to grow your infoproduct business is to create a physical product to compliment your digital one. By putting your ebook or software on a CD with a companion manual, and hiring a fulfillment house to process orders, you can sell it for more and create incentives for your affiliates to earn more.
What is the best way to build an infoproduct business or expand an already successful one?
Create a physical product
The hottest selling items on the Internet today are infoproducts. Ebooks, software, how-to courses, ezines, newsletters, self-improvement guides and an endless number of digital products are in demand on every conceivable topic. And with customersí ability to instantly download their purchases, producing and selling a quality infoproduct can be your road to success.
Although the beauty of infoproducts is the ability to instantly download, the best way to increase your profits for the same product is to burn it onto a CD and include a printed companion manual. Selling a kit that might also include an audio CD and some kind of bonus materials has several advantages.
You can charge more for a physical product. Customers are willing to pay more for something they can have in hand and keep on the shelf or at their disposal on their desk. An accompanying manual or any other printed material is great for reading on the train home from work. And who hasnít experienced the anticipation of the package delivery man at your door.
Another great benefit is that your affiliates now can earn larger commissions. Thereís no better way to attract more affiliates and encourage your existing affiliate base.
But what about all the storage, packaging and shipping? Wonít that take a lot of time?
Yes, if you did it yourself. But thatís not necessary. This is where the whole concept comes together.
Since your goal is to build your business, not to take orders, burn CDs, print booklets, and get them to the post office, you can farm out all the work to allow you to concentrate on marketing and producing more and better products. Naturally it will cost money to have a third party do the work, but, again, the time you save can be better used to build your business.
There are many resources available to help you:
Manuals and booklets
Printindustry.com is a website run by a group of professional printers set up to connect a print buyer with printing companies. When you submit your print request, letís say 500 copies of a 40-page booklet, it is emailed to all the member printing companies that specialize in that type of printing. They then respond directly to you with price quotes. This can save you huge amounts of time from shopping different sites for competitive quotes.
CDs and DVDs
Do a search for ìCD replication,î and you will find many sites that will replicate CDs and DVDs for very competitive prices. For example, nationwidecd.com and tripledisc.com, to name just two, can supply a CD in a paper sleeve for under a dollar each.
For a little extra they will supply a jewel case with inserts in black& white or color, card board or vinyl sleeves, and any kind of labels. Nationwidecd also does some printing, so you might find other sites that also do both.
A fulfillment company warehouses your CDs, DVDs, manuals and booklets, puts them together and ships the orders. These companies handle every step from processing credit card payments to returns.
Fullfilmentadvisor.com is a good site to visit for resources on every aspect of fulfillment.
Here youíll find detailed articles on exactly how fulfillment companies work, how to choose a fulfillment house, problems to expect, costs, and more. There are also hundreds of links to companies that perform every type of fulfillment service.
Your role as a business owner is to provide the best product you can to your customers. Creating a physical package in addition to your digital product, and farming out the order processing and fulfillment, will allow you more time to focus on building your business and increasing your profits.
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