It may be that when people pay $80 for a parrot book, they actually read the whole thing and apply what they've learned. If they had bought it for $20 from Amazon, it might sit on the shelf.
The self-improvement market is very much like that. You could sell people a video of a Tony Robbins seminar for $20. But when people pay $1000 and devote a long weekend to it, they're more likely to change their behavior as a result. The $1000 product is actually worth more than the $20 product.
If you're going to spend 4 hours reading a book and your time is worth $100/hr, you can see that the price of the book itself is irrelevant.
Comments
It may be that when people pay $80 for a parrot book, they actually read the whole thing and apply what they've learned. If they had bought it for $20 from Amazon, it might sit on the shelf.
The self-improvement market is very much like that. You could sell people a video of a Tony Robbins seminar for $20. But when people pay $1000 and devote a long weekend to it, they're more likely to change their behavior as a result. The $1000 product is actually worth more than the $20 product.
If you're going to spend 4 hours reading a book and your time is worth $100/hr, you can see that the price of the book itself is irrelevant.