So - you've sweated blood.
You've burned the midnight oil.
You written, re-written, torn it up and begin again.
But now? You've finished! It's done.
You have your info product ready for the market.
And you know what? The work is really only just beginning.
Because what you have to do now is to get the price of it right.
Make it too cheap, and you've got two problems.
First, you're going to have to sell a lot more product than if you make it more expensive.
Second, when you're looking for joint venture partners down the line, your price has got to be attractive enough for them to have an incentive to promote your product.
So it looks as though you're going to have to move away from the $5 price tag that you had in your mind.
OK - so what drives price? Let's get the business school answer out of the way.
The MBA price seminar will teach supply and demand economics.
If you sell "cheap" more people can afford it and you get more sales.
But - wait for it - what about emotion, and "perceived worth"? In other words, people will pay more for perceived value - what they think they will get from your product - and the reasons are pretty much fuelled by emotion.
Now, I'll be honest.
I've bought more rubbishy info products online because of what I thought I would get from the product than I care to remember.
And I bet the same is for you too! I've been hooked by well crafted sales pages that pushed my emotional buttons until I was slavering like a hunting dog on a hot scent to get to the "buy" button.
And, boy, it doesn't take long for buyer's remorse to kick in when you download a measly 19 page report with re-cycled information.
But you - and I - are different.
Our product is a good offer, and we want to price it right.
So, how do we do that? Well, the challenge is to prove to the reader that your info product will generate a good enough return to make any reasonable price acceptable.
You've written the copy.
You've stressed value and benefits.
You've thrown in some worthwhile freebies.
Are you offering a premium product that is unique? If you are, you can position yourself right at the top end of that product range.
Is your eBook a no-frills info report that is tackling a subject that you could read about for free anywhere on the web? Then you're looking at economy pricing - the kind of thing that supermarkets offer for staples such as washing up liquid.
Are you an early adopter of a "how to" info product that you know will soon be peddled across the internet? The go for a quick "price skimming" figure because while you have an immediate advantage, it won't last for long, and you'll have to reduce the price.
Don't forget psychological pricing - you know, $9.
99, $14.
99, $19.
99, right up to (and beyond) $499.
Believe me, it works! If you have the software, you can go for moving product pricing - a timer kicks in once the visitor lands on the page, and rises incrementally by 5c or 20c every 20 minutes.
Alternatively, you can raise the price, or take the info product off the market after x days - but make sure you keep your word, or you lose all future credibility.
Bundle pricing works when you have made, say, audio mp3 files and also provide a transcript.
And, finally, don't forget promotional pricing - better known to you and me as "Buy One Get One Free" - here's my eBook but you ALSO get my video, and so on.
So you see, pricing is an art, a science but a skill that you can learn.
Please, don't sell yourself cheap.
My best to you.