a single source, nothing corroborates it

Build the top tier from other people's expertise

What makes an expensive package feel worth several times the cheap one is usually not more of your own writing. Recorded interviews with recognised practitioners, whose own sales figures you can quote in aggregate, do the work instead. Add an implementation schedule so buyers can see how they will use it, and re-record the video in better conditions when a new edition needs to justify a higher number.

The method

1. 01

   Fill the top tier with recorded interviews with recognised practitioners: that is what makes the expensive package feel worth several times the book

2. 02

   Bundle recorded interviews with people whose own sales figures you can quote: the aggregate number is the argument for the top package

3. 03

   Ship a ninety-day action plan alongside an information product so buyers can see how they will actually use it

4. 04

   Re-record the video content for a new edition in better production conditions and use that, not new chapters, to justify the higher price

What it returned

• $4

  Eleven interviewees including Chris Guillebeau, Josh Kaufman, Pat Flynn and Rob Walling, described as having sold over $4 million of ebooks between them

• 90

  Bundle included landing page and book cover templates plus a 90 day schedule for writing, marketing and launching the book

• Co-author arrived with nine in-person expert interviews already recorded, overlapping the list Nathan wanted

• Ten brand new videos recorded in a new studio alongside the existing eleven interviews, two years after the originals were shot on a webcam

Sources

• $36,297 in 24 hours: behind the scenes of The App Design Handbook launchNathan Barry · nathanbarry.com · Getting started · 2013-11-11
• A first look at AuthorityNathan Barry · nathanbarry.com · The Resources · 2013-05-20
• Authority launches tomorrow morningNathan Barry · nathanbarry.com · All new videos · 2015-05-26