You Can’t Get a Fair Exchange For Your Information in a Book

I’m assuming you are an expert in something or you wouldn’t be a professional speaker reading this manual. What did you do to get that expertise? How long did you go to school? How many years have you worked on your craft? How much money have you invested developing your expertise? The answer to each question is an overwhelming—LOTS!

You wouldn’t give away your expertise in a speech to your perfect audience for $15—why would you give away your expertise in a book for $15? What’s the difference?

You wouldn’t do a one-hour coaching session and help someone change their life for $15. Why would you let the information on your book change their life for $15? You wouldn’t sign on a consulting client and help them turnaround their business or keep their employees happy for $15. Why would you give away that valuable information in a book for $15?

Your expertise has value—whether it’s delivered in a speech, demonstrated through a consulting project, across the table in a coaching session or written/recorded.

You have earned the right to get a fair exchange for your expertise—and selling $15 books is NOT a fair exchange.

I helped a men’s clothing store in Chicago increase it’s sales by $1.2 million by using my innovative customer relationship and marketing techniques. They paid me well over $80,000 over a couple years time. Do you think they would have been willing to pay more then $15 had I had those same marketing ideas in easy-to-read, easy-to-follow, easy-to-implement written form?

I helped a Chicago hotel increase its business from existing customers by $600,000 a year by implementing just one marketing idea. They paid me $10,000 for that idea. Do you think they would have been willing to pay more then $15 had I had those same marketing ideas in easy-to-read, easy-to-follow, easy-to-implement written form?

I helped one the world’s leading thoroughbred horse racing tracks attract one of the largest one-day crowds in their storied history by following one of my marketing ideas. They paid me $50,000 for my ideas and efforts. Do you think they would have been willing to pay more then $15 had I had those same marketing ideas in easy-to-read, easy-to-follow, easy-to-implement written form?

Your ideas ARE valuable and you are entitled to a fair exchange for your ideas. If you can help your audiences increase their business, improve their lives, make them richer or make them happier, don’t you think they’d be willing to pay more then $15 had I had those same marketing ideas in easy-to-read, easy-to-follow, easy-to-implement written form?

Not only WOULD they be willing, they ARE willing, and in fact eager to make a fair exchange.