How to Turn a $20 Ebook Into $200 Per Month Coaching Clients - Internet Marketing Australia

In this article, I am going to let you literally go into my mind and see exactly how I strategize with my clients to create high ticket items.

Sean: Ok, let's just call it $20. If it's $18 or $22 - for the sake of our argument it won't kill us. Let's say we have this $20 physical book.

How long have you been online, Mark?

Mark: I don't have a website yet.

Sean: So you're really very new to this. How long have you been kind of surfing around online studying things?

Mark: For about the last four months.

Sean: Have you noticed that e-books online tend to have a price that tends to be higher than the same book might be if you bought it at an offline bookstore or as a physical book?

Mark: Yes, right.

Sean: So you've seen enough, you're more than just a raw beginner then for sure. How much do you think this book would sell for if it was set up as an e-book and you did a good job of marketing it?

Mark: $37-$57, something like that.

Sean: Can we call that - you said $37-$57 - can we call it $50, or would $40 be better?

Mark: Let's call it $50.

Sean: So we'll go with $50. You can already see why I'm switching mental gears here from the physical to the electronic, because really with a physical book -- there's a lot of value to having a physical book, just a lot of value to having a physical book - but normally a physical book won't generate you great profit unless you sell many thousands of copies.

Would you agree with me, or in your market is that different?

Mark: Yes, it's more of a calling card.

Sean: Alright. I just want to make sure that I'm kind of on the right line, especially in your particular business.

So if we were to repurpose this book - and obviously you can't sell the very same book for a different price online - but if you were to change the book around some and offer it in an electronic version, first of all would you be willing to think about doing something like that?

Mark: Yes.

Sean: So if we have this book at say $50, how many of them do you think you could sell on a monthly basis if you had everything else in line - if you had your list, if you had traffic, if you had really an end-to-end strategy?

You had all the technology there, you had your website, I mean everything was running like it was supposed to - what do you think?

Mark: I think this is real different. I think I could sell 50.

Sean: So if you did 50 units at $50, how much would that be a month?

Mark: That would be $2,500.

Sean: So that would be $2,500 right there and you would have 50 new customers every month, so after six months you'd have 300.

I'm always thinking in the back of my head that there's always a cumulative number of customers. So at 50 customers a month, I'm going to make the assumption here - I haven't seen it - but I'll make the assumption that your book does what it's supposed to do, that if people use it they improve their creativity and all of that.

So if that's the case, what percentage of people that are reading the book might like to have more information and get even better at these things than the book can really deliver for them?

Mark: Well, I'm real interested in coaching, so I think there's a certain number of people that even suffer from mild depression and are looking for something new and fun. So I think that I could do some kind of a coaching program, as you mentioned - either one-on-one or $200 with 40 people a month.

Sean: Ok, so you're thinking you could end up - and it would probably take several months, maybe add 10 people a month or something, to get to 40 a month. They won't all happen the first month, but could you see yourself getting 10 new coaching clients every month?

Mark: Yes.

Sean: So if you had 10 the first month at $200/month, that would be $2,000. Then the second month you'd have your old 10 plus your new 10, so now you'd have 20. For the sake of being conservative, let's say that 20% drop out. If you're doing a good job it shouldn't be that high, but let's just say that 20% dropped out from last month so it's really only 18.

I just want to make sure we're working with genuine numbers here, so at 200 a month that would be...

Mark: That would be $4,000.

Sean: I'm thinking at 18 it would be $3,600. I really want to get your attrition in there because I don't want your numbers to be inflated at all. I want you to have some real numbers to think about when we get off the phone.

Then as well if we just kept adding this up - the third month you probably could be at 26 if you lost a couple more, then maybe the fourth month let's say 34. Does that sound like a reasonable progression?

Mark: Yes.

Sean: Let's see, that fourth month - $200 x 34 - is that $6,800?

Mark: I haven't done the math.

Sean: I think that's $6,800. If anybody on the call has a calculator and can call me on it -

Mark: It's $6,800.

Sean: Thank you. And then I'm assuming that you'll continue to sell that $50 e-book at the same rate, is that right, Mark?

Mark: Right.

Sean: So if we added that on, that would get us to $9,300. Now I don't know where you want to go in income, but this just gives you an example of what you could do in your particular niche with the right tools - the right products, the right tools, the right coaching program - I mean, do you think this is realistic, Mark?