Why Don’t You Discount Your Manuals? or Why You Should Sell Value?

Its true that you can find others who regularly offer large discounts on their manuals, especially when business is slow. I don’t do this for a number of reasons.

1. The manuals are worth full price, yesterday, today and tomorrow. Past customers certainly thought so and after they’ve paid full price I doubt they’d be happy to discover the item they paid $129 for is now selling for much less. Each year I update the manuals and rather than discounting them I usually raise the price while providing past customers with free upgrades. Overtime they become worth more not less.

2. You’ll find some marketers offering thousands of dollars of bonuses to motivate people to buy their products, in some cases the manuals they are trying to sell only cost $20-50 dollars. I don”t do this either.

You have to wonder too, if the bonuses are really worth hundreds or thousands of dollars why they are giving them away free. Usually the answer is that no one would pay full price for them. If a product isn’t worth buying on its own merit, its rarely worth buying. My suggestion is approach these offers with caution.

3. You are better off providing and marketing high value products and services. If you have a top notch product or service it should generate results that vastly outweigh the cost. Help prospects understand the value inherent in your products and services and you won’t have to resort to essentially begging people to buy your product by bribing them with additional offers.

– Charlie Cook