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Hello All:
We have exclusive rights to a DVD seminar and accompanying book that we plan to sell online.
The theme is finance, and the target audience is very smart, but not exactly affluent.
The 'live' seminar tickets cost $395 and the program lasts about 4 hours (with breaks.)
The DVD is edited down to just over two and a half hours, with all of the breaks and pauses cut out.
Our landing page (currently being built) is very well written without being cheesy. We have plenty of calls-to-action, but we don't use all of the silly yellow highlights and fake testimonials. (Yes, I know these techniques work, but our target market would laugh at that method.) We are also a BBB registered company.
That said, I've heard that most high ticket items over $100 need to be sold with two or three steps...capture an email, follow up, and sell.
I've also read that items priced just under $100, let's say $97.00, sell well off of a single landing page. At $97, we are still making a great profit.
At $195.00, our current price, we are making a terrific profit.
BTW, this is a very emotional product; the target buyers are very passionate about the subject matter.
So...what are your thoughts, friends? Keep the price high and make fewer sales, or discount it and try for volume?
-Mook
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