They say perception is everything, right?
One of the perceptions about ebooks is that they’re just PDFs. They can’t compare with the real thing, such as printed books you can hold in your hand.
For most customers, this means that ebooks SHOULD cost less than real books as there is no printing, bookstore, and real world interactions.
That’s true… up to a point.
How to Change Customer’s Perception About Ebooks
One way to get over this hurdle is to refer to the ebook in other terms. For example, refer to it as:
- Special Report
- Market Research
- Productivity Tools
The point is that if you deflect the customer away from the work PDF (and it’s low cost associations, then it’s easier to increase the price.)
You can also consider using words such as:
- Digital Downloads
- Information Products
- Courseware
How to Position Your Ebook
What this means is that you need to get the reader thinking about the
- Benefits
- Advantages
- Strategic uses
- Cost Savings
that the book offers.
Actually, if YOU stop thinking of it as a book and look at it as a solution to a problem, then you automatically begin to re-frame it in your own mind.
Do you see the difference?
Do You Pay Your Doctor By the Hour?
Probably not. You pay your doctor, lawyer, architect, accountant or anyone who provides professional advice on their knowledge.
You’re not after their time. You’re after the expert knowledge they have accumulated through training and practice.
Selling ebooks is the same.
You need to position the product so that it solves a problem – instantly!
Once you frame the product offering in these terms, then price is no longer an issue.
Additional Tip: Use E-Junkie for ebook delivery and your affiliate program. It all ties into PayPal (and other payment processors) and it’s only $5 a month.
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