"Perceived Value?"

> Here is what I decided to do: I eliminated
> the 'buy' buttons that linked to
> 2checkout.com and done away with credit card
> processing that was taking more than a
> dollar of my price...As a test, I eliminated
> all reference to price and posted a
> guarantee that stated: "Down load the
> report, read it, inspect it and try it
> out...If you find the information is useful
> and informative pay me what 'YOU' think it
> is worth!...If you don't find it useful, you
> owe me nothing!...How is THAT for a
> guarantee?"...

Rooster,

This is a terrific example for my Marketing Minute newsletter (I will get in touch privately for more details)!

One lesson here is that many of us undervalue our products and our expertise.

Key to Rooster getting those payments is something he didn't mention: If you go to his Web site, it's clear that you can't download his reports anonymously. You must request them in a personal email, to which he replies personally, with the report attached.

Note that Rooster's web site sets himself up as a real person, with his photo and his bio and moreover, to request this no-risk trial and a pay-what-you-like booklet, you must request it in a manner which feels like the Internet equivalent of face-to-face. People who don't really want the information or who have no intention of paying anything won't request it in this situation, I believe.

Thus he weeds out dishonest people and sets up a situation where only a complete creep who did see the value in what he requested would not pay something.

It's the equivalent of setting up a booth at a county fair, sitting below a sign that says, "Have a slice of my pie! How much? Pay what you think it's worth, after you eat it." Who could eat it and enjoy it and then not pay what it was worth?!

My prediction is that if Rooster changed his site so that people could download the files without requesting them, his voluntary payment rate would go way down.

Anyone want to test this?

Marcia Yudkin


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