5 replies to this topic

[iamlost]

I've written before about selling value and leveraging added value as opposed to price...
Was wandering about various authors' sites to see what there was to see and saw an awesome example of selling leveraged value on one best selling author's site. Of course his books sell through Amazon and everywhere else and of course there are eBook versions available, and yes, both hardcover and paperback.

And yes, he sells his books from his site at list

Now, why, you say would anyone bother to buy from the author's website at list plus shipping when the exact same thing is available from Amazon for a third to half off, depending on title and edition?

Ah, says I.
Therein lies a tale, a true marketing story of value versus price.

On the product page is the book, cover image, description, all the usual stuff reasonably though not especially well done.
But.
Below the price is a label
and the label says: 'Signature Options:'
and there is a drop box with the following choices:
* Signature, Date, and Personalization (+15)
* Signature and Date (+5)
* No Signature (+0)

Naturally the dropbox initially only shows the first.

So... what does this added value get him, the author?
In all probability either $5 or $15 because the no-sig customers likely wander off to Amazon...

Plus, he sold the book for list, NOT discounted. I'm not sure what amount extra that puts in his pocket but I'm sure it's more.

And he has initiated a 'personal' contact with a reader.
What do you figure such a reader will be back to pay full plus in future?

Awesome. Made my day.

[bobbb]

Dunno. Just bought a book about Windows internals by Mark Russinovich. Not sure I would have paid any more than Amazon price even if Mark delivered in person. Maybe Bill Gates... or the Pope?

[iamlost]

Dpends on your audience and all that sort of stuff...and many readers, like many shoppers generally, will only buy on price.

 

However, it is the thought and principle that I saw and liked not so much the specifics.

If one can see value and value added potential don't ignore it.

And should you enjoy the luxury of fans, as best selling authors on occasion do, why not reap the benefits?

[tam]

Yep, that might work if the author has got a massive fan base interested in signed copies but I'm not sure how much crossover there is with that demographic and the type of author that sells their own books through their website. I think of all my pre-orders one person asked for a signed copy and only in a 'Well done on finishing I'm gonna make you feel god kinda way'.

 

Depending on how they are publishing, an author should be able to match Amazons price. The wholesaler you supply to that supplies Amazon is going to want a 45%+ cut on the RRP - which gives you wriggle room to factor in postage costs and still match Amazon.

 

I make approx. 30% more on books that I sell through my website than books I sell through Amazon (via a wholesaler), and I undercut Amazon by £1 (10%) and match their free postage. I also eat the postage costs of sending books internationally so they are free post too. Shipping is getting ridiculous - it's costs twice as much to ship a book to the US as it does to print it!

 

But I deal with the publishing/printing myself, some deals mean authors have to pay almost full price for copies of their own book instead of actual print costs.

 

I'm debating about offering 'extra content' edition exclusively through my site, I had 30 printed as a trial but I think the extra printing/postage cost is going to mean it's not worth the hassle, so I'm thinking of giving the extra content electronically when they order instead so they've something to read while they wait for the post. Plus the same content is available as a 99p ebook so getting it free sounds like added value.

[EGOL]

.... even if Mark delivered in person. Maybe Bill Gates... or the Pope?

 

 

I don't know if you could make much from Bill Gates but if you can get the Pope to show up you could charge an awful lot of money.  I think that you could retire comfortably with just one sale to the right person.

Edited by EGOL, 30 January 2013 - 11:56 PM.

[bobbb]

Yes for the Pope.

On second thought, as a gift to someone, I would pay a bit more for a book signed by someone like Stephen King or someone else very popular.