Subscriber FB writes:<\/p>\n
“Bob, just purchased an ebook from you with 199 pages of great
\ncontent.<\/p>\n
“But why an ebook when you could have made this an ecourse and
\nsold it for far more?<\/p>\n
“Did you sell far more copies at $29 than you would at a higher
\nprice, resulting in greater gross revenues?<\/p>\n
“I understand that creating an ebook is also faster and less work
\nthan a course.<\/p>\n
“I’m at the point of making this decision for myself. Thanks for
\nany feedback.”<\/p>\n
My answer to FB is in 3 parts:<\/p>\n
>>First, in info marketing or any other business, you should have
\na line of products that are a mix of low, medium, and high in
\nprice.<\/p>\n
That way, you have something for every buyer — the frugal buyer
\nwho thinks $29 is a lot to spend on information … as well as the
\ninformation junkie who buys $1,000 courses as fast as he can
\nclick the Order Now button on his screen.<\/p>\n
Also, many new customers prefer to “test the waters” of your
\nwares with an inexpensive first purchase. Then, if they like what
\nthey get, they may go on to buy higher priced items.<\/p>\n
>> Second is Fred Gleeck’s “Rule of 10,” which states that the
\ninfo products you sell should deliver value of at least 10 times
\nthe purchase price.<\/p>\n
It’s easier to adhere to this rule when selling an ebook for $29
\nvs. a video course for $2,000. Oh, you can do both. But the more
\ncostly your product, the more difficult it is to deliver value
\n10X in excess of its price.<\/p>\n
>> Third, FB is right: One reason I like ebooks is that they are
\nquick and easy to produce.<\/p>\n
High-priced information products often have multiple elements —
\nincluding video, written guides, webinars, coaching, and other
\ncomponents.<\/p>\n
So they are more difficult and time-consuming to produce and
\ndeliver. And for someone like me who runs a spare-time info
\nmarketing business, and is not a full-time info publisher, that’s
\na problem.<\/p>\n
My solution: I do all my high-end info products with various
\njoint venture (JV) partners.<\/p>\n
Splitting the work makes it possible for me. And it enables me to
\noffer my subscribers more in-depth training than I could do on my
\nown.<\/p>\n
In joint ventures, I typically provide the content. My partner
\nhandles everything else including production, order processing,
\nfulfillment, and administrative and technical duties.<\/p>\n
Then we split the net revenues 50-50. Simple and it works for
\nboth me and them.<\/p>\n","protected":false},"excerpt":{"rendered":"
Subscriber FB writes: “Bob, just purchased an ebook from you with 199 pages of great content. “But why an ebook when you could have made this an ecourse and sold it for far more? “Did you sell far more copies at $29 than you would at a higher price, resulting in greater gross revenues? “I […]<\/p>\n","protected":false},"author":1848,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1612","post","type-post","status-publish","format-standard","hentry","category-general"],"_links":{"self":[{"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/posts\/1612","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/users\/1848"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/comments?post=1612"}],"version-history":[{"count":2,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/posts\/1612\/revisions"}],"predecessor-version":[{"id":1618,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/posts\/1612\/revisions\/1618"}],"wp:attachment":[{"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/media?parent=1612"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/categories?post=1612"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bly.com\/blog\/wp-json\/wp\/v2\/tags?post=1612"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}