But one philosophy has remained throughout: I give the biggest discount when I launch a product or service. A great example of this was the crowd-source funding for the big 4-book set of Standard Operating Procedures. The bundle price for this set is $300 (perpetually on sale at $279.95).
During the crowd funding campaign, I let people have the set for only $99. That's 67% off!
Monica (my friend and sometime marketing manager) said that I didn't need to give such a deep discount. As she put it, "All those people would pay full price. People helping you crowd fund this project are your biggest supporters."
Exactly! And here's what I said, "I want my friends and supporters to have the best price! Let strangers pay full price."
Last year, when I launched two new books, I gave the new versions away to anyone who had bought the previous version in the months before. I didn't want anyone to say, "Oh crap. I wish I'd waited."
Lesson: Don't wait.
Lesson: Don't worry that I'll take advantage of you.
Lesson: When I announce something new, buy it immediately. The price will only go up.