How To Set Your Price: Value vs. Value

This is a special post on how to set your price. I hope you remember it.

For my 100th post here on Code My Own Road I wanted to mark it with something really special. Which is why it took me so bloody long to figure out what to write about. Although it’s not long in words, a lot of thought has gone into this article on how to set your price.

How to set your price

Today, I want to touch on something that I believe can make the biggest difference to you as an entrepreneur. We’ll start with a (somewhat ambiguous) statement:

Value is not the same as value.

What the heck do I mean by that?

Value (the price of something) is often not the same as value (the relative worth of something).

This is kind of touched on by many people writing about how to set your price, but is mostly skirted around as we all struggle to figure out what to value (price) our products and services.

I’m no pricing expert, but I’ve learned a few things over the last little while about value (in both senses of the word) that I’d love to share. Comments are welcome – I’d love to hear what others with more experience know.

How To Value Your Products & Services

How To Put A Price On Your ProductTo put a price on something is to put a measure on how much you think it’s worth.

Or how much your think your customers should think it’s worth.

I was talking with a friend of mine recently (you know who you are), who sells small, but, incredibly useful WordPress information products for a few dollars a pop.

Recently, he realised the value (worth) of one of his information products far superseded what he was selling it for. He raise the price over 1000% and it’s still selling.

The reason is because the value of this information in the right person’s hands is literally worth the price.

Worth – to the correct customer – overrides price.

Obviously there is a cap to this and a great example of that is my own eBook.

I recently wrote a 10 page, 2000+ word eBook aimed at amateur web site designers. The book details an incredible system that I’m using at the moment to generate side income using a mini web design business.

My eBook, in the right hands (I believe), is worth the money. I don’t want to sell it to everyone. If you don’t have the correct skill set, it’s not even going to be worth the $5.95 to you. For those with the skills I outline on the sales page, it’s probably worth more than that.

I’m pricing it so low because it’s really a trial to see if there is any market for this kind of information (Edit: it’s looking like yes – many thanks to those who have purchased already!).

With That In Mind, How To Set Your Price?

At the start, it’s really just a guessing game.

My first guess was pretty way off at $19.95. After a period of no sales (and pretty much no effort to monitor it on my part), I decided to look at it again.

My conclusion: $19.95 for a 10 page, 2000+ word eBook is overpriced even in the right hands.

With a few tweaks to the sales page and a price adjustment, I re-published with a lower price tag of $5.95 and it started selling almost immediately.

The Feedback Loop

In the programming world the latest (and greatest) software development life cycles all pride themselves on one thing: Feedback.

It’s the lifeblood of software in the modern age.

Feedback is essential to price setting

Feedback with your customer is essential to determine how to develop the software including what features are truly desired and what the features look like and operate like.

So it is with pricing as well.

Feedback is essential and if you listen to the signs you’ll be able to adjust as you go along.

That One Magic Rule is to not be disappointed with failure because you can adjust along the way. Be nimble. It’s the biggest weapon we have as small business people.

Photo credits rednuht, courtneyBolton, Criterion

Josh Kohlbach

Josh is a software entrepreneur from Brisbane, Australia. He spends most of his time helping e-commerce store owners. This is his personal blog where he shares his thoughts and other tidbits on online business and life in general.

This Post Has 4 Comments

  1. Dave Doolin


    I just my “paywall” post, but it’s not yet in the feed.

    One thing that’s really cool about these little white papers is that they represent _solid_ authority.

    By the time I sweat one out (they are not easy to write), I really have the topic nailed.

    I may end up raising the price to ludicrous levels and giving them away as part of courses.

    Great article. Go promote this sucker.
    .-= Dave Doolin´s last article: How To Publish The **** Out Of Your Blog Post =-.

    1. Josh Kohlbach

      Thanks Dave!

      Yes your whitepapers are worth it IMHO. Concise information in a well packaged form. If only all products were as “straight to the bloody point”!

  2. Howie


    Based on my own experience selling my products online, I’ve noticed quite a few phenomena as they relate to pricing. Instead of amassing all of my content into one eBook for sale, I actually devised 6 different table of contents that expanded on 6 different, yet interrelated topics, wrote books for each, and launched my product as a “course” or “system”.

    Of course, I named each book, had a professional eBook cover made for each, and created a breakdown of each product with an associated price had they each been available for individual sale. When I added those prices up, it came out to multiples of what the discounted product price was.

    “For a limited time, you can get all these for $25, instead of $200+ dollars.”

    People really should invest the time and work into developing an honest and ethical perceived value behind their product. When scarcity is introduced, you REALLY should limit the sale of a product to only 200 copies, or something like that.

    Hope that sheds some insight into the matter,

    P.s. Glad I found your blog.

    1. Josh Kohlbach

      Howie, that’s got to be the single most beneficial comment I’ve had added to an article on my site. For real.

      See what Howie has done here is create a perceived value in pricing each book separately, then bring it back down into to a stella deal which I’m guessing is still quite profitable for him.

      I’d probably even go a couple of steps further with this by even allowing purchase of each item individually. This will put a solid “proof” behind the pricing by making it real. The other thing I would do is not undercut yourself too much man, you’re giving your customers an 87.5% discount. 50% discount would still be incredible value and would add a significant amount to your bottom line without hurting the deal.

      Again, thanks for the great informative comment. C’mon folks, what are you other pricing war stories? Agree with Howie about creating value? Tell us about it!

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