PERCEIVED VALUE AND PERSONAL CONSULTING SERVICES
c2003 by Dennis Hessler
If you're writing and marketing information, are you among those who believe you simply don't have the time to respond to individual questions from buyers?
If you do, here's a phrase to consider. The phrase is "high perceived value."
It means the person buying your information product wants to feel he got his money's worth. In fact, he wants to feel that he received MORE than his money's worth. And if you make him feel that way, there's a good chance that he'll not only be happy with your product, but he'll order something else from you. And that's very nice.
One way to provide high perceived value is to break down your offering into separate components. In your sales material and at your website, you'll want to list all the great things you'll be sending to the lucky customers who buy your stuff.
You're not just sending a book. You're including a special report as well. Now this might just be a chapter of your book that you ripped out and turned into a special report, but the perceived value of the entire package is greater. Remember, while we're on the subject of perceived value, that paper is cheap. Perceived value earned by using that paper can be much higher.
To increase perceived value, you might include a newsletter subscription, a sample booklet, or a special password to a "members only" web page. And you might think about including a consulting service in your offer, too.
There are lots of reason for this, but perceived value is the best. Most people getting started in anything would like someone to be available to answer their questions. Now they may never contact this person or ask the question (most never will) but they will FEEL a lot better about buying your product if they KNOW you'll be available by phone or email.
So give 'em a break. Throw in free consulting with you on the subject of your book/video/audio tape. They'll be more willing to part with the cash and you'll learn a few things.
Like what?
First of all, you'll learn what you don't know. You'll discover that the people who DO ask questions, often ask the same ones. And do you want to know what's even more amazing? Lots of times the answers to these questions are in the very information you sold to them. I'd say well over half the time the questions I get are answered right there in my book. But I'm glad they ask me, anyway. For one thing, I can give them the answer, then refer them to the page of the book or section of the video that amplifies on the subject.
But I've also learned a few other things. I've learned that:
A. This is a topic of interest to people and maybe I need to give it more emphasis and...B. People don't understand what I wrote, so I'd better make it easier to understand.
It's this give-and-take between publisher and reader that results in a better product for everybody. That's the other good reason to be available to help people who have questions. Plus it feels good to help people. And they truly appreciate it.
And did I tell you that when they appreciate it, they're more likely to buy something else from you? So make sure you have something else to sell them. Consulting is a good deal all the way around.
Dennis Hessler is an international trade consultant and publisher. He recently published an ebook available only through the Internet about lessons he's learned over the years about how to sell through the mail and over the Internet. It's called 39 MYTHS ABOUT HOW TO MAKE MONEY SELLING INFORMATION PRODUCTS OR HOW I BREAK ALL THE RULES AND MAKE THOUSANDS EVERY MONTH. Order from:
Spyglass Point Productions PO Box 13141 Pensacola, FL 32591 U.S.A. www.spyglasspoint.com/myths Dennis@spyglasspoint.com
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