Types of Guarantees
There are many variations of guarantees you
can offer with your eBook, but there are two
basic guarantees I’d like to talk about here:
the 30-Day Money Back Guarantee, and the
The 30-Day Money Back Guarantee:
This is the most common type of guarantee
offered online, and it’s exactly what it sounds
like. If you’re not satisfied, within 30 days of
your purchase you can get 100% of your
People have experimented with different
lengths of time, and 30 days or longer seems
to work best. Some even go as far as offering
a one-year guarantee. The theory behind
this is that with a shorter guarantee, such as
30 days, customers will know exactly when
the last day to return the product is. With a
year, people will put it off until they just end
up forgetting about it.
The Lose-Win Guarantee:
This is a special kind of guarantee where if
the customer decides to return an item, he or
she will get back even more than what they
originally paid. Here’s an example:
“If you’re not satisfied with your item, not only will
I refund 100% of your purchase, but I’ll pay you
an extra $25.00 for your trouble.”
Obviously, this looks a lot more dangerous
because you’ll actually be paying people
back more money than they originally paid
I’ve actually offered the lose-win guarantee
myself, and over a few thousand eBooks no
one has ever abused this guarantee.
It’s up to you to decide what kind of
guarantee you’d like to offer, but remember
that if your eBook is helpful and you are
confident in what you have to offer, you
shouldn’t ever have to worry about people
asking for a refund.
Step 9: Add Scarcity
Scarcity is powerful, and now is the time to
put it into your sales page.
Let’s think about the infomercials one more
time. Have you ever noticed a countdown
timer, or a limited quantity in their offers? Or
how about something that mentions “the first
100 callers also get...” something? That’s
their way of adding scarcity, and getting
people to act now.
Do you think that if someone calls one
second after the timer hits zero that they’re
not going to process that person’s order?
The point is, you can get people who still
aren’t sure about making a purchase to
commit by injecting a little bit of fear that
something will happen if they don’t act now.
For eBooks, it’s common to suggest that the
price will be going up soon, or that you may
pull the eBook off the market after a certain
amount of time. Also, you can include a
bonus offer for only a certain number of
customers as well. It’s up to you.
Step 10: Tell Them Exactly What to Do
Lastly, some people just need to be told
exactly what to do. In the final paragraphs of
your sales page, give the reader a call to
action to click on your “add to cart” button
and make the purchase.
Also, give them an option to contact you if
they have any questions or concerns about
If people contact you with questions, don’t
get discouraged! These are highly targeted
potential customers who are probably right
on the edge of pulling out their wallets and
paying you. Answer every single question
they have and treat them with respect, and
you’ll get rewarded in return.
Here’s a killer tip: make sure the email
address you provide looks like a personal
email address with your name in it.
Pat@xyz.com looks a LOT better than
eBooks the $mart Way - Pat Flynn
Free Split Testing is Easy!
“To make sure your sales page is optimized
and converting the most readers into
customers as possible, you should split test
different parts of your page against each
other. Split test your copy, images,
testimonials, colors, buttons - everything.
Here’s a link to a blog post
split testing and shows you how you can
split test any page on your site for free.
How to Put a Price On
Here’s the question that we all want to
know the answer to: “what is the price
that will maximize our proﬁts?”
Unfortunately, this is not an easy
question to answer, and most people
don’t even know where to start!
I’m not an expert, but
I’d like to give you a
determining the perfect
price for your eBook.
We all want to make
as much money as possible, but there’s a
balance that has to be met between the price
of our eBook, and the number of customers
that it will yield. There’s a lot to this pricing
game, but let’s try to tackle it head-on.
1. What Are Your Competitor’s Prices
Competitor prices are important to know
before you introduce your eBook into the
market. They give you an idea of what people
are paying for material that is similar to
yours, and it also provides you with a good
Don’t just look at the prices of other
electronic products that are for sale online.
Check out the prices for hardcopies on sale
at Amazon.com or even in your local
How much you charge compared to your
competitors is up to you, but going higher or
lower will have an impact on how you should
be marketing your material. Why?
Because it’s a lot easier nowadays for people
to comparison shop, especially since it’s just
a keyword and a click away. Let me explain...
Pricing Lower Than Your Competitors
If you set your price lower than your
competitors, then your price should become
a major selling point. Compare your price to
your competitors and make sure your
potential customers know that they will be
paying more if they buy the same type of
That being said, even though it may seem
like a lower price point may yield you more
customers, you might actually be losing
money because those same customers may
have been ok with paying you a little bit
When I first launched my eBook, I was
worried about charging too much. I knew I
was already pricing my eBook lower than my
competitors, but I wanted to make sure it was
low enough to catch their attention. So, I
started with $19.99. I had a good number of
sales and felt really good, until I received this
in an email from one of my customers:
“Just my opinion, I think you could raise the price
of your LEED Walkthrough Guide. You’re already
well below the competitor’s price, and I anticipate
you’ll have the volume to support it and an
additional 5 to 10 bucks will be a big difference in
your bottom line. People will pay it.”
It’s still amazing to me that one of my own
customers actually wrote this in an email to
me. After speaking with him some more, I
found out he was a businessman who
enjoyed my eBook so much, he wanted to
repay me by giving me this one tip. Well - it
turned out to be a $50,000 tip. Here’s why:
Since that email, I’ve sold over 5000 eBooks.
If I had sold them all at $19.99, that’s a total
of about $100,000.00. By adding $10 to the
price (which I did), that increases that
amount to $150,000.00. That’s a $50,000
difference! Now you see how just $10 can
make a world of a difference.
The moral of this true story: don’t price your
guide too low. Give yourself some credit!
Price = Quality?
If you go to a furniture store and most of the
furniture is between $300 and $500, what’s
your first thought when you see a nice
looking table that’s priced at only $14.99?
It’s probably, “What’s wrong with it?”
If you price your eBook too low, you may
actually be turning your customers away
instead of bringing them in. The reason is
because it’s engrained in our heads to think
that a higher price means higher quality, and
a lower price means lower quality.
I heard a funny story once about a guy who
was selling something, but just for fun he
raised the price of his product by 10 times
the original amount. Just for fun.
eBooks the $mart Way - Pat Flynn
Can you guess what happened?
Not only did he make more money because
his product cost more, but he actually saw an
increase in the number of customers too!
He raised his price, and got more customers.
It just doesn’t seem right, does it? But that’s
exactly what happened. The reason, again, is
because people saw the higher price as
being the price of a product that had more
value than the same product with a lower
price. People were thinking to themselves:
“At this price, it must be really good!”
Now of course, you can definitely price
something too high, in which case people
aren’t going to be thinking it’s a high-quality
product anymore - they’ll just think it’s
Remember in the last section how I raised
the price of my eBook $10 after I got that
email? Well, I actually saw an increase in the
number of sales too.
...I should definitely send that guy a gift.
If You Price Higher Than Your
...then it’s all about what makes your eBook
better than the rest. You should be
highlighting that anyways, but spend some
extra time comparing your product to all of
the other products people have the option to
purchase, and make sure you give them a
reason to pay a little bit more. Trust me,
people will notice the price differences, but
they won’t care if you show them that your
eBook is worth the price.
Make sure to highlight the features and
benefits that are unique to your eBook, and
add in a few extra bonuses to sweeten the
offer if you can.
2.Finding the Perfect Price
It’s our job to find that
perfect price that isn’t
too low, but isn’t too
high either. Luckily,
we can easily change
the prices of our
eBook at anytime
with almost a single
click of a button. This
is the advantage that
we have while doing business online.
If you were selling products in a retail store,
imagine how many steps would be involved
in doing a simple price change, and how long
that would take.
Online, all we have to do is go back to E-
Junkie (or your shopping cart of choice), and
update the price. You’ll have to update the
price on your website as well, but this isn’t
too much work considering what you’re trying
Finding that perfect price is all about
experimentation, and you can use your
competitors prices as a good starting point. If
you feel your eBook is worth more, don’t be
afraid to price it a little higher. If your curious
to see what happens after you lower the
price a bit, do it. Experiment your way to
There are a lot of ins and outs to pricing your
eBook, but with careful competitor research,
some experimentation and persistence, you
can find that magic number that makes your
eBooks the $mart Way - Pat Flynn
A Quick Note From Pat:
“You can follow my advice, or not -
it’s really up to you. The most
important thing to realize is that you
should never forget that you have
the power to do whatever it is you
want to do.
If you believe your eBook should be
sold for much more than your
competitors, then go for it! Try it out,
and if it’s successful, that’s
awesome! If not, you know that you
can easily change the price and find
a different level that works for both
you and your customers.
Don’t be hesitant when doing
business online. Whatever you do,
do it with authority and the belief
that what you’re doing is exactly the
Congratulations on making it to this
point! You deserve a break.
I’ll see you in the next chapter.
That Won’t Cost You a
In my ﬁrst year of business, I earned
over $200,000 online, and I didn’t
spend a single dollar on advertising.
Here are some of my free marketing
strategies that you can use to promote
1.Create a Buzz Before You Launch
Before you actually go live with your eBook, it
can be a really smart tactic to create some
buzz about it first. If done correctly, you can
see huge profits, even on your first day!
I’ve heard a number of stories of people who
have created so much buzz about their
information products before launching, that
they earned upwards of $25,000 to $50,000
on their first day. I’ve even heard of some of
the top internet marketers earning millions
within the first 24 hours.
Realistically, that probably won’t happen for
most of us who are just starting out and don’t
have as large of a network or a huge email
list to work with.
Not spending time to create a buzz about my
eBook before it went live was something I
really regret, so I’m telling you now - create
How to Create Some Buzz
✓You can talk about the progress of your
eBook on your website or blog as you’re
✓You can have a webpage dedicated to
your upcoming eBook which collects email
addresses for a newsletter. In this
newsletter, you can broadcast to your
followers about your eBook and basically
hype it up until the launch date.
✓If you know someone that also has a
website related to your niche, preferably
someone you’ve been in close contact
with, have them help you out by hyping up
your eBook too! If they are an affiliate for
your eBook (which I’ll talk about in the last
chapter), they’ll be more than happy to
help you out, because they’ll be helping
themselves out at the same time.
✓Create a series of YouTube videos about
your upcoming eBook that links back to
your website or blog. Think about dividing
each part of your sales page into a
separate video, and releasing each video
one at a time.
For a length of time before your eBook is
expected to be finished and ready for sale,
keep people informed in one way or another.
Keep them excited, anxious, and wanting
Don’t miss out on the opportunity to create
buzz about your eBook like I did. If you
already have an eBook finished or in
progress, tell at least 1 person right now
2.Playing With the Price
As I mentioned in the last chapter, it’s really
easy to change the price of your eBook.
There are a few ways we can take advantage
of this for marketing and promotional
Whenever you want, you can lower the price
of your eBook slightly to help boost sales.
You’ll want to make sure that people know
the price is lower than normal so they’ll feel
like they need to “get it now” before the price
does go up again. Here are some examples
of when you could do this:
✓When you first launch your eBook.
✓Any kind of holiday. (Christmas special!)
✓When a certain deadline related to your
niche is approaching, if applicable.
You can announce your limited time
promotional offer to your blog, forums, or an
email list if you have one.
eBooks the $mart Way - Pat Flynn
How About Facebook Groups?
“One of my most successful
promotions happened when I
announced a limited time offer for
my study guide in a Facebook
Group that was related to the LEED
exam. Do a search on Facebook for
groups related to your niche and
see what you come up with!
3.Take Advantage of Discount Codes
Discount codes, sometimes called coupon
codes, are codes that when entered into a
shopping cart, immediately give your
customers a preset discount. If you are using
E-Junkie as your shopping cart, it’s really
easy to setup different codes for your
products. Here’s a screenshot below:
This is just an example, but as you can see, I
have a “Winter Special” discount, which
takes $5.00 off the original price when people
type in either newsletter, forum, or
facebook into the shopping cart.
The reason I have three separate codes,
instead of just one overall code, is so that
when people see the code “newsletter” in the
newsletter, they’ll think it’s a special discount
code that is specifically for them, and they’ll
feel more compelled to take advantage of it.
If you want to, instead of manually lowering
the price of your eBook, you can just offer the
discount code to people instead.
Some of my most successful marketing
efforts were done for free on other blogs and
forums related to my niche.
When my eBook was finally finished, you
could find me in a number of related forums
promoting my eBook.
BE CAREFUL THOUGH! - When promoting
your website or products in any forum, the
last thing you want to do is sound like that’s
all you’re there for. Forums are meant to help
people, and if all you’re doing is spamming
and promoting your eBook without providing
any helpful information to people, you’re
going to be known as “that guy” (or girl), and
you might even get banned. Don’t be “that
My advice would be to register for different
forums, and then answer as many questions
as you can. You should have expert
knowledge about what people are asking, so
give them the best answers they’ve ever
seen. Join in on conversations already
happening, and start your own topics too.
Basically, you want to establish yourself as
an authority on these forums, as the “go-to
person” for any help that people may need.
So how do you promote your eBook on
Answer: On the “signature” that you create
in your profile.
In most forums, you have the option to
update your profile so people can get to
know a little more about you. Within the edit
profile section of the forum, there’s usually a
place where you can edit your signature.
You should place a link back to your website,
or even directly to your eBook’s sales page
Your signature will show up at the bottom
of every post that you write on the forum.
The more you write and the more you
respond to people’s questions, the more your
link gets shown. If you provide killer
information for people, they’ll be curious and
click on the link that you provide in your
Once you establish yourself as an authority,
you’ll have a little more freedom to place
links inside your actual post, but still - insert
your link so it’s relevant to the topic.
When leaving comments on other blogs, it’s
the same idea. Don’t spam, write excellent,
thoughtful comments, and don’t forget to put
a link to your blog in the “website” field.
eBooks the $mart Way - Pat Flynn
Most forums will allow you to insert
html code into your signature, so you
can make any links going back to your
site look a lot cleaner, without all that
http:// stuff in the text. Here’s some
sample code that you can use for your
Documents you may be interested
Documents you may be interested