a single source, nothing corroborates it

Post the price and contents before launch day

Publish the full outline, the exact price, what is included and answers to the questions you know are coming, in the days before sales open. The waiting list then arrives on launch day having already decided, and telling the wrong buyer types outright that it is not for them heads off the refund conversations. Giving away one real section lets readers judge the actual writing rather than your description of it.

The method

1. 01

   Publish a pre-launch FAQ that names each buyer type the product is for, and answers the price objection by telling the wrong buyers it is not for them

2. 02

   Make the launch-details email carry the exact price, exactly what is included, and answers to a batch of anticipated questions.

3. 03

   Publish the product's full table of contents in the week before launch so the waiting list can see exactly what they are getting.

4. 04

   Give away one real section of the book pre-launch so readers can judge the writing rather than the description.

What it returned

• Named developers, designers and project managers as the audiences, and said outright that anyone who finds the training expensive is probably not the customer

• The complete chapter outline posted less than a week before the September 4th launch

Sources

• Designing Web Applications — 2nd editionNathan Barry · nathanbarry.com · So, who's it for? · 2015-02-11
• A Look Inside The App Design HandbookNathan Barry · nathanbarry.com · 2012-08-29
• Stop sending email broadcastsNathan Barry · nathanbarry.com · Preparing for launch · 2014-12-15