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What’s 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 could 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. I’ve 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 much. Yet Mercedes sales far exceeded that of Lexus for years.
Why?
Because people believed that the Mercedes was worth twice as much. It
had to be…didn’t 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 it’s 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 $22.50 for the book. But I charge $29.95
for the Book-On-CD or Tape. Yet the cost of producing the physical
softback is actually more than for the CDs or tapes. Yet the CDs are
perceived as being worth more. Of course they are perhaps easier to use
because you don’t have to do the "work" of reading.
You just have to listen.
But that’s not the point. The point is that the CDs
sell for more because the technology is new and the perception is that
therefore, it’s worth more. At least that’s 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. Yet, I am 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 don’t 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? It’s for this reason. They aren’t buying a book
for entertainment. They aren’t even buying a book. The book is only the
vehicle in which the message is delivered. What they are buying is the
information. Important information.
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 information…sometimes desperately needed by the
one informed.
Information can even be illegal. As I write these
words, Martha Stewart is being investigated by the SEC for "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, millions…life itself.
Life itself? Yes! 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 $22.50,
$29.95…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, doesn’t it? Less than the cost of a carton of cigarettes to save
your life from having the cigarettes kill you?
But can’t you buy this same information elsewhere for
less? In fact, can’t you get government brochures or those from the heart,
lung, or cancer associations for free that will tell you the same thing?
No, you can’t. Why not? Because this is the only system
of its type in print today. I have looked.
I cannot 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 quit.
No other system tells you never to resist that craving
urge.
No other system tells you that smoking isn’t even the
problem, only the symptom of it.
No other system tells you that you don’t need to use
computer devices, hypnosis, patches, carrots, pills, gum, etc. to relieve
your cravings.
This system is unique in the field of smoking
cessation.
It is revolutionary.
It’s the best.
If you buy this book in any form and you don’t find it
to be what I say for you, then just send it back. Or, in the case of the
eBook, just tell me. I’ll give you your money back.
No time limit on that guarantee.
Because if you don’t use it and end your relationship
with cigarettes forever, it’s 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.
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