Nathan Bransford generated some interesting comments last week about the value of 99-cent readers. The initial conversation revolved around an interview with Zoe Winters, an eBook author. The article, "Does Lowballing Attract the Wrong Kind of Reader?", sent chills down my spine just reading the title. The wrong kind of reader? What, exactly, is that? It seems like a business complaining about "the wrong kind of customer" or "the wrong kind of venture capitalist." But maybe she has a point? It's worth exploring, right?
No, not really.
The Quality of the Customer
The thrust of the argument is that "quality" of a customer is more important than "quantity." Let's briefly touch on the assumption that someone who would purchase a $37 eBook, a price-point that interviewer Jennifer Mattern seems to advocate, is "higher quality" than a reader who buy at 99-cents. The idea is that buying a book at a high price instills reader loyalty, whereas a lowball price does not. That's absurd on its face. How many times has a high price made you more likely to buy something else from the same company or author? How many computer manufacturers, for instance, try to shoot for the highest price possible out of the idea that if consumers pay too little, they won't be likely to buy from that company again? Nobody, of course. If, out of some case of temporary insanity, I pay $37 for your eBook, it better damn well be one of the best books I've ever read, or I'm exceedingly unlikely to purchase any of your future works. On the other hand, price your book at $.99, and not only will I be more likely to buy it, I'll be a lot more likely to give it the benefit of the doubt, see the potential, overlook the flaws and try your next book.
I have a feeling that Ms. Winters and Ms. Mattern agree with my logic up to now. "Of course a higher price doesn't instill loyalty. It weeds out those readers who aren't loyal!" Ms. Winters even says:
"I think the readers I attract now are truly interested in MY work, and not just a bargain. I feel like the readers I’m attracting are the types of readers who are going to be passionate about the work and tell other people."
"I think almost no one can make a solid living with 99 cent ebooks because you have to have huge volume for that. When I sold 6,500 ebooks in June 2010, that was around $2,300. Well, most people can’t live on that, especially after you take out Uncle Sam’s cut."