Wow, financial gloom 'N' doom book #1...

> I'll PayPal you the payment in a few
> minutes; since it was a mini-course I'd like
> to be able to ask you some questions by
> email if that's all right.

Feel free to ask me questions by email...

> In fact, here's one: the $14 book ships
> within 8 to 14 days after order, which
> sounds like Print On Demand. The $14 price
> has to be pretty close to breakeven, which
> makes me speculate that this whole deal was
> a self-liquidating customer aquisition
> vehicle. Do you agree?

No. I don't agree.

IF it was print on demand AND a customer aquisition vehicle, he didn't have to use amazon. Remember, to get the bonus items you had to forward your amazon receipt to him.

He could just as easily make the same offer to his list and the lists of others without the use of amazon.

By using amazon he gets higher up the sales ranking chart. That means on the top of the best seller list. And that means more exposure to amazon browsers as well as journalists who write about best sellers.

By being up on the amazon list he is also exposed to Oprah's book-lookers more. And whether she then recommends his book to her 'club' or invites him onto her program, he will get even more exposure.

And exposure means more sales.

Go to your local book store and have a look at the best seller shelf. Nearly everyone checks out that shelf. And with a title like "Spiritual Marketing : A Proven 5-Step Formula for Easily Creating Wealth from the Inside Out," many people will pick it and check it out a bit more.

As for the cost being about break even...

I don't think so. He could get a few thousand printed up for probably about $3 a piece. But he's not going to let amazon have a few boxes because the book wasn't selling many before his manipulation.

So amazon would probably make a sale and then order a book from him. And to allow for the time it takes for him to get the book to them and for them to then ship it, they put in "Usually ships within 8 to 14 days."

Also, if it was a print on demand and not vanity published, his printer might have one of those machines where the book is stored on file and as you want one he prints it off. Just as easy as printing any document on your computer. And a couple of minutes later (literally) the book is ready.

And if it's saddle stiched, then he's looking at 33 sheets of paper and a card cover. Even at ten cent per sheet to photocopy the paper and $1 for the card cover and 20 cents for the staples, his total costs would only be $4.50.

At a $14 selling price he still makes money and of more importance, he is exposed to many many many more people by being up on the bestseller list. And that means more sales.

Hope this helps

Michael Ross.


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