Adam Wathan and Steve Schoger spend 6 months writing down everything they know about design. Their ābookā sells for $79.
Believe it or not, both prices make perfect sense.
š„ A lesson in pricing
THREAD ...
Adam Wathan and Steve Schoger spend 6 months writing down everything they know about design. Their ābookā sells for $79.
Believe it or not, both prices make perfect sense.
If he raises the price to $30 they wouldnāt think twice before substituting his book for one of the many cheaper alternatives on Amazon.
They've all been following the Twitter tips, watching the screencasts, reading the Medium posts.
In their minds, there are no substitute resources available.
In the case of Adam and Steve, all the way up to $79.
As the diagram shows, a 8x price increase ($10 to $79) results in just a 2x drop in books sold (20k to 10k) and 4x more revenue (area of the rectangles).
You can't just sell an e-book for $70+. People are anchored to what they're used to paying on Amazon.
Well, they set up their own website, added in video tutorials, an icon pack, color palettes, font recommendations, a component library.
And then the context changed.
And they could charge whatever they liked.
And it was this package that they wanted people to buy.
The question was how could they present it in such a way to make it appear more compelling?
It doesn't feel right pressing the āBuy Nowā button on the lower tier.
āIf you want people to buy the more valuable package why not make the discount more compelling.ā - @adamwathan
āThe Complete Packageā infers that if you choose anything less you're missing out.
It could just as accurately be labelled āThe Bonus Packageā but that wouldn't have the same psychological impact.
78% of total purchases (6765) favoured the higher tier (as of Jan 10, 2019).
ā¢ Identified that a hardcore audience called for high pricing
ā¢ Escaped the dogma of e-book pricing
ā¢ Packaged the higher tier in a more compelling way
and Refactoring UI ended up grossing over $1.35M.
It's a great episode which I'd certainly recommend.
If you like the threads sharing with friends or following
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There is co-ordination across the far right in Ireland now to stir both left and right in the hopes of creating a race war. Think critically! Fascists see the tragic killing of #georgenkencho, the grief of his community and pending investigation as a flashpoint for action.
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1/ Hereās a list of conversational frameworks Iāve picked up that have been helpful.
Please add your own.
2/ The Magic Question: "What would need to be true for you
3/ On evaluating where someoneās head is at regarding a topic they are being wishy-washy about or delaying.
āGun to the headāwhat would you decide now?ā
āFast forward 6 months after your sabbatical--how would you decide: what criteria is most important to you?ā
4/ Other Qās re: decisions:
āPutting aside a list of pros/cons, whatās the *one* reason youāre doing this?ā āWhy is that the most important reason?ā
āWhatās end-game here?ā
āWhat does success look like in a world where you pick that path?ā
5/ When listening, after empathizing, and wanting to help them make their own decisions without imposing your world view:
āWhat would the best version of yourself doā?
Please add your own.
2/ The Magic Question: "What would need to be true for you
1/\u201cWhat would need to be true for you to\u2026.X\u201d
— Erik Torenberg (@eriktorenberg) December 4, 2018
Why is this the most powerful question you can ask when attempting to reach an agreement with another human being or organization?
A thread, co-written by @deanmbrody: https://t.co/Yo6jHbSit9
3/ On evaluating where someoneās head is at regarding a topic they are being wishy-washy about or delaying.
āGun to the headāwhat would you decide now?ā
āFast forward 6 months after your sabbatical--how would you decide: what criteria is most important to you?ā
4/ Other Qās re: decisions:
āPutting aside a list of pros/cons, whatās the *one* reason youāre doing this?ā āWhy is that the most important reason?ā
āWhatās end-game here?ā
āWhat does success look like in a world where you pick that path?ā
5/ When listening, after empathizing, and wanting to help them make their own decisions without imposing your world view:
āWhat would the best version of yourself doā?