E-books in the Internet Marketing niche are regularly selling for $97 these days. Seminars cost hundreds or even thousands of dollars. That seems like a lot of money, doesn't it?

How the hell do they get people to pay that much?

Read this page to the end, you'll learn the techniques that make high prices seem like reasonable prices.

Compare Price Against Value

The best method to deal with price is to describe the value that the product provides. Value is all about perception, and you can shape perception through comparisons.

So describe life WITHOUT your product, and compare it to life WITH your product.

Try to get your reader to imagine themselves using the product, and as you do, imply (don't state) the benefits of using it.

In other words, if you are selling cologne, don't say "You'll get more dates." Say that "You'll notice a difference in the way members of the opposite sex look at you...in the grocery store...at Starbuck's...at work. They will sense something is different about you."

If you read the sales letters for many Internet Marketing e-books, you will read about the worry-free lifestyle that is possible if you follow the guidelines in the book, and how you will have insider knowledge that will allow you to smash your competition.  Is that stuff really true?  Probably not.  But here's the reason they say those things.

Those are references to the value the book provides, and with those kinds (alleged) of benefits, $97 seems like a good deal, doesn't it?

Compare Price Against Similar, More Expensive Things

Another method is to compare the price to other things that are more expensive, thus making the price of whatever you are selling seem cheap in comparison.  You can compare the price of anything to something else that is more expensive.

For example, you might read a sales letter that says
"Normally, people pay $497 to attend my Internet Marketing seminars. But this book contains the exact same information you'd hear at my seminar - at a fraction of the cost! And you save the hundreds of additional dollars in travel costs to attend the seminar. You can download this book and get access to the information in just minutes. And it's only $97."

See what's happening here?  Suddenly that $97 doesn't seem like so much, does it?

And if you are selling a $497 seminar, then you can compare it to a $1,500 masterclass. And if you are selling a $1,500 masterclass, you can compare it to your $10,000 one-on-one consulting fees.

Claim that The Price is Actually Very Low (Even if it is High)

Another method is to not admit that the price is high - point how how low the price is!

If you've done your job correctly in the rest of the sales letter, your prospects really will think your price is low. (Talk about value!)

So the price should be a surprise - the reader should be surprised its so cheap.  But to be sure that they really think it is cheap, give them ways that your price is less than is could be.

If you are selling a digital product, talk about how you saved on print costs. Tell them about your direct importing, wholesaling, whatever. Remember, we get suspicious if something is too cheap. The cheaper it is, the more likely we think it's a scam.

But your reason has to be consistent with the rest of your message. If you are selling a moneymaking opportunity and you say, "I'm selling this because I need to pay my rent" that implies that you are not successful. Kiss your credibility goodbye.

A Final Word About Price

Save it for the end of the sales letter. You want your prospects to understand how much value your product provides, and you want the excitement to build first.