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How To Turn A $100 Ebook Into A $5000 - $12,000 Seminar
By Sean Mize

Caller 5: Sean, I have two products.

Sean: You do have two products. Okay.

Caller 5: Yeah.

Sean: Caller 5, what price points are your two products at?

Caller 5: One is at $19.97 and the other $147.

Sean: One is $147. What are the primary topics of each one of those? Let's start with the $19.97 product; what's the primary topic of that product?

Caller 5: How to write and publish your own book in twenty days.

Sean: How to write and publish in twenty days, okay. What's the primary topic of your second book?

Caller 5: It's a DVD set on how to write and publish your own book in 40 days.

Sean: Okay, so in 40 days instead of twenty?

Caller 5: Yeah.

Sean: Okay. What's the primary difference between these two products? Obviously, one is DVD and $147 and one is not DVD and it's $19.97, but what's the primary difference between these two products?

Caller 5: Well, the first one is the e-book and the second one is a three DVD set with workbook.

Sean: Okay, now I'm going to ask a revealing question here, I just ask you to shoot straight with me here whether it hurts or whatever. If someone were to take the basic information that you reveal in the e-book and the DVD, it's pretty much the same except for the depth into which you go, right?

Caller 5: Yeah, the DVD set covers more of how to optimize yourself on the web with article marketing and SEO.

Sean: So it adds some technical and mechanical stuff.

Caller 5: That's right.

Sean: I'm just guessing here because I haven't seen either product but I know a lot of products out there and I've got a number of mine, but when you go from this e-book to this DVD series probably one of the biggest things is that the reason someone is willing to pay more for that second product is that they get more personal attention from you. They can hear your voice. Can they actually see you on that?

Caller 5: That's right. Yes, they can.

Sean: Yeah, so they can see you; you're teaching those steps. If you were to create an even higher ticket product and deliver more information to people, let's say you did a three day seminar, although you'd go into the information more deeply the process doesn't change on how to write and publish in somewhere between 20 and 40 days depending on how you deliver it, right?

Caller 5: Right.

Sean: Your process itself doesn't really change. You have a step by step process that if somebody follows then they can write something and get it published in 20 days, right?

Caller 5: That's right.

Sean: That process would work whether they read it an e-book from you, whether they got it in a DVD series, or they got it from you live, right?

Caller 5: That's right.

Sean: Let's just say you had an e-book for $100 and you had a DVD for $300. Let me just use your numbers: a $20 e-book, $150 DVD, and I'm just going to call it a $5000 live seminar. Why would someone pay more to learn it as a DVD instead of as an e-book? Really, it's the same process: write and get published in 20 days. Why would they pay more for the DVD?

Caller 5: Well, they'd pay more because there's more information on how to promote yourself and get your book out as a best-seller.

Sean: So there's some deeper information. Can I use that word?

Caller 5: That's right.

Sean: Now if you were to do a three day live seminar that would also teach them how to do the same thing, get their book out in twenty days, why would somebody perhaps pay more to come se you and work with you personally?

Caller 5: It's like you say: you can't write a 100 page book and tell them everything there is to know about what they have to do. In a three day high priced seminar I would go through exactly what you do with article marketing; how you do your SEO, we go through an actual template on how to write your book, even a couple of different ways on how to write your book. We can take some articles and put them together to help your book out even quicker. There's all these different processes that we go through that will set you up as an expert to attract more high paying customers.

Sean: Yeah. It's the same process but you're able to actually go even deeper; deeper information, deeper personal involvement where somebody can really ask you some questions. It's the same basic steps; there is some number of steps for you to be able to write this book.

Caller 5: That's right.

Sean: You're going through this process of more and more steps. Let me take this example, and I'm going to make a bold statement here. The process that I just went through with Caller 5 will work in every single niche that you folks mentioned to me already: commercial real estate, health and wellness, healthy foods, organizing your home, career improvement, health food nutrition, and just about any other niche out there. That same process works right there. What happens is, if you have enough information for a 100 page e-book, I'm going to give you a bold statement here folks. If you have enough information for a 100 page e-book you also have enough information for a $500 advanced CD product that has 10 or 15 CD's in it. If you have enough information for and advanced CD product that has 10 or 15 CD's in it you have enough information to sell, for somewhere between $4,000 and $7,500. We could arbitrarily move that number around; I've seen people sell things for $12,000. Granted, a CD product that has ten hours of instruction is going to have a deeper level of information, it's going to contain more nuancing, and it's really going to get deeper, but the steps that you're going to teach in that CD product are going to be the exact same steps that you would in a 100 page e-book.

The same thing: if you have a high ticket product that you sell, it's going to contain the exact same steps that you have in your 100 page e-book. Exactly the same steps; the difference is that there's going to be a deeper level of involvement. If you were to actually go out and visit Caller 5 and spend three days with him personally he would be able to show you a whole lot of things that he wouldn't even think to put in the e-book and that he wouldn't even think to put in the DVD series, but you're going to ask him some deep questions. It's just like when we're on the phone; this one hour period of time that we're on the phone right now. You can get more by asking some detailed questions that you probably could by buying five $100 e-books and reading them all over the course of a whole entire weekend, simply because you're able to ask very specific questions that work deep down inside specifically and directly for you.

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