Hi everyone, If I have an ebook that is all encompassing in a specific niche and has potential to earn someone up to $150,000 a year in a specific job market, what would be the best way to bundle it? I thought of selling the information as a single ebook for somewhere between $70-$100, but there are a lot of people that wouldn't be able to afford it but could benefit from it greatly. So my second thought was to sell a first book that would help to get you started in this market for roughly $30, and then "upsell" the remaining information as a higher level product for roughly $50-$70. What do you think? This is going to be a legitimate product and I'm committed to the success of customers that buy it. Do you think I'll get the upsells that I'm looking for or should I just bundle it up as one and sell it for the bigger price? Is there an entirely different pricing structure or concept that I'm not even thinking of? Thanks!
The upsell is a proven strategy. You could even go as far as chopping up some of the content and providing a free autoresponder series that culminates in a pitch for your low end ebook. When leads purchase, they get an upsell to a bigger eBook or an eBook that suitably compliments the first. I'd also recommend putting them on another autoresponder series to eventually pitch a much larger item. Free autoresponder -> $20-50 ebook. Low end ebook -> Upsell to $70-100. 2nd autoresponder -> $200-500 product.
Exactly what I was looking for WillB. Do you know of any books (free or paid) which address this topic in more detail? Looking for everything from the general flow of the website/autoresponder theories to how to determine what should be in which book. Thanks! PS: Checked out your link as well, and am considering VM if I can provide some genuine value to my customers. So I will be checking out your info in the near future.
I don't think there's much theory on how to separate the two. Aim to fill the autoresponder series with teasers that draw people in but leave them guessing a little as the big secrets. It might be worth checking out http://HardToFindSeminars.com - there is a lot of material on there in audio format on creating info products and general marketing strategies. Otherwise, just have a go! Set up a system and invite feedback from your users. They'll tell you what they like and what they don't.
Sounds like my best bet is to give it a go as you recommend and do split testing using two different sales pages and two different pricing structures until I see what attracts the users. Do you recommend this?