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July 3, 2009

How much would you pay for the book I’m writing on direct mail marketing?

Filed under: For Coaches & Consultants — Tags: , , , , , — Mike Van Horn @ 1:34 pm

Adapted from my answer to a LinkedIn question.


Why are you writing the book? Do you expect to get rich from the proceeds? Or do you see the book as route to attract people to do other work with you? If the latter, then your aim is to get the book into the most hands, and you price it as low as you possibly can. Perhaps even give it away.

Perhaps you respond that if you don’t charge enough, people won’t value the information. This is the rationale for $69 books. I don’t know: I think those days are gone. Except perhaps in the corporate market (a la AMACOM books put out by American Management Assn.), where purchasers are spending the company’s money.

But if you’re aiming at the consultant or sole professional market, I recommend you go with cheap or free book plus an in-depth and more pricey program for those who get turned on by it.

Author: How to Grow Your Business without Driving Yourself Crazy

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