MindValley Labs Internet Marketing Blog

This is a short tip but a pow­er­ful one.

Let’s say you’re sell­ing a 300 page on Mex­i­can Cook­book on your site. It con­tains a vari­ety of recipes from begin­ner to advanced. You’re sell­ing this cook­book for $30.

Here’s what you can do to imme­di­ately boost your profits.

Split Your Prod­uct in Two

Take that book and divide it into two books.

Mex­i­can Cook­ing I: Begin­ners (150 pages)
Mex­i­can Cook­ing II: Advanced Recipes (150 pages)

This itself looks bet­ter than just selling

Mex­i­can Cook­ing (300 pages)

For some rea­son, 2 books with 150 pages each is per­ceived to be of higher value than 1 300 page book. Go figure.

You’ve just increased the per­ceived value.

But Wait — there’s more to go

Now change your order page to say:

Buy both books together now and get the sec­ond book for 50% off.

Mex­i­can Cook­ing I: Begin­ners (150 pages)
Mex­i­can Cook­ing II: Advanced Recipes (150 pages)

Usual Price $60 Each. Get them both for just $45.

Let me tell what’s usu­ally going to hap­pen. Your sales will go up. Your rev­enue will go up.

We tried this exper­i­ment on one of our client’s sites. Prior to chunk­ing his prod­uct his $129 pro­gram was sell­ing 37 copies a month. We chun­ked it into two $97 pro­gram and then raised the price to $147 for both and added that impor­tant line:

Usual Price $97 Each. Get them both for just $147.

Despite the price increase. Sales went UP. By around 35%.

And prof­its were up too since the price was now higher. The total profit increase was 55%.

We call this tac­tic “Prod­uct Chunk­ing”. It’s a pow­er­ful way to boost your rev­enue and sales rate.

More Tac­tics Avail­able in our Book »

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• Tribal Mar­ket­ing: Sur­pris­ingly Eth­i­cal Ways to Sig­nif­i­cantly Reduce Your Unsub­scribe Rate And Eas­ily Boost Prof­its — Jan­u­ary 19th, 2010
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About the Author

Vishen is a co-founder of MindValley. Before MindValley, he was an exec in Silicon Valley and New York for several internet and technology firms. He turned bedroom entrepreneur at 27 and by the time he was 31 had founded 6 web businesses and never had to work a conventional job again.

Check out other posts by Vishen Lakhiani

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