Whats It Worth?
When I first wrote "How to Quit Smoking
Without Willpower or Struggle" several years ago, I tried giving it away
on the Internet. I had very few takers.
Then I started charging $9.95 for it. I
started getting sales.
Over the years, I kept raising the price, and
to my amazement, sales increased with each raise. I can only attribute
this phenomenon to what is called "perceived value".
What I came to understand is that the more it
costs, the more people believe in its value. After all, what could it be
worth if someone is giving it away?
I guess the best example of this I can think of is the
difference between the cost of a Lexus and a Mercedes Benz.
Ive been told
by people who have owned both, that the Lexus is every bit as great a car
as the Mercedes.
However, when Lexus first came out, you could buy one for
about $30,000, when the comparable model of Mercedes cost about twice that
Yet Mercedes sales far exceeded that of Lexus for years.
Because people believed that the Mercedes was worth twice as much. It
had to be
didnt it? It costs twice as much.
But now the Lexus has more than doubled in
price for roughly the same car, same models, as ten years ago.
Now the perception of the Lexus is that its
definitely one of the top luxury cars in the field. And although it still
costs less than the Mercedes, the gap is closing rapidly.
I now charge $24.95 for the book. But I charge
$29.95 for the Book-on-CD's. The cost of producing the physical softback
is actually quite a bit more than for the CD's.
Yet the CD's are perceived as being worth
more. Of course they are perhaps easier to use because you dont have to
do the "work" of reading. You just have to listen.
But thats not the point. The point is that
the CD's sell for more because the technology is new and the perception is
that therefore, its worth more.
At least thats my take.
I support that with this. When you see those
offers for old music on the television, the CDs are always more expensive
than the tapes.
I'm certain from my own research and
experience, that the tapes cost more to produce.
I have never, nor would I, pay almost $25 for
a thin paperback book. At least I dont think so. Seems ridiculous.
I can buy a Ludlum, Grisham or a King
paperback novel at Costco for about $6. A fat one.
So why would anyone buy my little softback
book for four times that?
Why? Its for this reason. They arent buying a book
for entertainment. They arent even buying a book.
The book is only the
package in which the message is delivered. What they are buying is the
Today, information is perceived as the most
valuable commodity on earth. Think about it. Information is the doorway to
everything else of value on the planet.
A college education is simply information. A
road map is information, as is a map to a goldmine.
A simple, "I love you!" is
sometimes desperately needed by the one being informed.
Information can even be illegal. As I write
these words, Martha Stewart has been found guilty of four felonies,
stemming from her "insider trading".
That means they believe she gave or received
information that allowed her or someone else to gain financially.
Information can be worth thousands,
Recently a doctor who had used a brand new
technique of brain scanning by computer was able to do surgery on a young
boy by knowing exactly where to cut and how deeply.
He had the information that allowed him to
save the child.
No information? Dead kid.
So yes, information can be worth life itself.
So what am I selling that I can ask you to pay $24.95,
even more for?
Life saving information.
Information that can and will
save your life, if you use it.
If you think about that, the cost seems
cheap, doesnt it? Less than the cost of a carton of cigarettes to save
your life from having the cigarettes kill you?
But cant you buy this same information elsewhere for
less? In fact, cant you get government brochures or those from the heart,
lung, or cancer associations for free that will tell you the same thing?
No, you cant.
Why not? Because this is the only system of
its type in print today.
I have looked. I can't find any other system
that deals with smoking the way this book does. No other system says you
can smoke all you need to while you are quitting.
No other system tells you never to resist that
No other system tells you that smoking isnt
even the problem, only the symptom of it.
No other system tells you that you dont need
to use computer devices, hypnosis, patches, carrots, pills, gum, etc. to
relieve your cravings.
This system is unique in the field of smoking
Its the best.
If you buy this book in any form and you dont
find it to be what I say for you, then just send it back.
Or, in the case of the eBook, just tell me.
Ill give you your money back.
No time limit on that guarantee.
Because if you dont use it and end your
relationship with cigarettes forever, its not worth anything to you.
But if you use it and do quit forever, it may
be worth your very life.
Certainly worth some increased health.
Absolutely worth what I'm asking you to pay.