How to Price Your Manual –

Testing Your Pricing

One of the advantages of manuals vs. books is that if you don’t like the price tag, you just change it. You’re not stuck with 48 cases of books on which the publisher pre-printed a price on the cover.

If you print $99 on the cover of your manual and they don’t sell well, (assuming it’s the price and not your speech) you just change the price on your next print order. You should be printing on demand anyway to control inventory cost, so you shouldn’t ever be stuck with a lot of “out-of-print” materials.

If your $99 manuals seem to be flying off your table, try raising the price and see if you can hold your selling percentage.

Of course, you can leave the price off the cover of your manual completely, but I think that hurts your sales—especially package sales. I sell a lot of manuals priced at $119 on the cover at $99 as part of a package…and I want my customers to feel like they got a deal.

Be willing to play with your pricing until you feel you have a reached a number that is fair to you, fair and acceptable to your customers...and “smells right.”