This is laying the groundwork for a post I’m doing tomorrow. I’m going to keep you in suspense here. You see, I’ve seen a phrase about .99 cent eBooks since I started this little adventure. You know the one. .99 cents means the author has no faith in his/her own product.
Well, I’m going to hop up on my soapbox tomorrow and make another declaration. This time I’m going to explain why I put my book at .99 cents. I’d do it tonight, but I’m going to be writing in carefully until I need to sleep. Then it goes up tomorrow.
So, I ask this for tonight! Authors, readers, writers, poets, dabblers in the land of literary fun! What do you think of when you see a .99 cent eBook?
Legends of Windemere 
I’ve spent hours (translation: years) thinking about ebook pricing strategies…researching them, understanding perspectives. I really don’t think there is a “one size fits all” methodology that can be applied across the board. Different things work for different people, and one genre may work differently than another as well. Long series’, for example, should be priced lower in most cases, so people don’t have to spend a fortune to read the whole thing. The length of the book might also factor in.
I had mine at .99 cents for awhile and then I realized that 1) it did not help my sales and 2) pricing your book too low is almost as bad as pricing it too high. Too low says “my work isn’t valuable enough,” and too high says, “I’m an idiot for thinking you should take a chance on someone unproven.”
Is this the right approach? I don’t know. All that research and time spent thinking about it only means that my opinion will, most likely, continue to change.
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I did the research too and kept coming back to the ‘my work isn’t valuable enough’ idea. I’ve had a lot of success with a .99 cent book, which might be because I write in epic fantasy. Could it have done well at a higher price? I don’t know. Truthfully, the reason for tomorrow’s post is in response to the ‘author has no faith in work’ belief. I have a ton of faith in my work. I don’t have faith in the average consumer’s desire to pay 2.99 for an unknown author’s first book. This comes from having tried other publishing venues (damn you, vanity press!) and the same complaint came back to me. People would have given me a shot if my book was cheaper and made it worth the risk.
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I think epic fantasy is the PERFECT model for the .99 ebook. You’re probably doing exactly what you should be doing. As a reader, I would snatch up a .99 fantasy ebook (and btw, I am planning to pick yours up once I finish my other things I’m reading).
But when I see a literary fiction novel at .99, I really wonder about the author’s faith in themselves. If its over $4 or so, I’m equally turned off, but that 2-3 dollar range seems to be a confident one. I’d take a risk for 2-3 dollars on lit fiction.
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Thanks for the input. That actually helps me clear my mind on if I should go 2.99 for the sequel. (I almost wrote Squeak-el. Damn you, Alvin and Simon. I’d say Theodore too, but who can stay mad at such a cute, little guy.)
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And actually, I should add one more thing. When I say its ok for Fantasy but not Literary Fiction, I am not differentiating them by quality, but rather length. A fantasy series is expected to be drawn out over several (sometimes many) books so each individual story is thus less.
Your point about the sequel muddies the waters a bit, though, because there is another train of thought that says that you make your first book the cheapest so that you build a fan base, and then you can increase the cost of future books. So I wouldn’t rule that out as an idea. Keep in mind you can always drop the price later when book 3 comes out, rinse repeat all the way on down the line.
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I’ve also heard that many authors will keep the first book at .99 cents and the others at 2.99. The guy who runs Smashwords said he’s seen people buy the first book for .99 cents and the next 5 for 5.99 a piece because people are invested in the series. I do think I would drop all previous books by a dollar (or all to .99 cents) whenever a new book comes out.
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BTW, looking forward to your post!
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I think that there can be quality content no matter the price. If the writer looks reputable, I think people will rejoice in the lower price. If an audience is skeptical of your work, they may be more willing to try it out, if the commitment is only a dollar.
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Very true. Price doesn’t denote quality. God knows I’ve bought some expensive books that looked like they were edited by a rampaging cow.
I think one of the ‘safe’ parts of going .99 cents for one’s first eBook is because there is a higher chance of a skeptical audience. That’s just me though and it’s worked in my favor. For all I know, it could have been the blitzkrieg of marketing I did and the price was a minor factor.
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Simple
I don’t know you but you look like a cheap date–we cool
I don’t know you and you want me to buy you lobster—goodbye
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That’s me. Cheap and easy. 😛
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Lol I wouldn’t publicly advertise the latter portion.
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I meant an easy read . . . yeah . . . that sounds right.
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Lol there are some strange bloggers, you never know what kind of offers you might get:0
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True, but I can show them to my wife and say ‘treat me well because I now have options’. And then she’ll clock me in the back of the head with her scrapbook supply carrier.
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Lol. Oh my I did propose to you sort of…I should enter witness protection, no?
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You’re fine. Contrary to her belief, my wife is not really a short-tempered, half-elven spellcaster with a penchant for fire magic. She’s just short-tempered and owns a lot of lighters and candles.
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Ha lol
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I think after you have built a reputation a more expensive book can be good, but as a starter fit a series and a newer author I think cheaper is the way to go
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Thanks. I’m hoping I have the reputation to pull off a 2.99 sequel since I was told that 1.99 doesn’t sell as well as .99 and 2.99. I have to agree that it’s an odd sale number to look at for some reason.
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I think it just relates to amazon advertising the under a dollar books and under 3 dollar books but never the under 2 dollar books
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I never realized that they did that type of advertising.
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yep. your book can be randomly featured in any of those lists at any time and even if it isn’t the books that are priced under the same price category as yours will draw people by the refine search methods.
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Good to know. Thanks. Do you have a link to the list because I’ve never seen it before?
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You can access it from kindle (fire at least) or from any of the amazon book pages. I’m on my phone right now so no hope of successfully posting a link
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Have you seem those things that pop up as advertisements on amazon that say “great buys for under 3.99” and so on? Those are the lists
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Oh. Never saw mine on there, so I never paid much attention. Thanks.
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I saw yours on there about a week and a half ago lol. I thought you knew so I didn’t say anything!
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I’m paying so much attention to the other lists and my numbers and whatever the toddler is doing to my left that I never notice the small lists. I’ll have to keep an eye out for those.
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You’ve been busy! You are traveling even when you don’t know it lol
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That’s the best way to travel. 🙂
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Oops I unfollowed and followed you lol
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It didn’t even show up on my screen actually.
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It doesn’t imply the book isn’t good. You just want more people to read your book and to judge the value /merits of the book. It’s like a taste test of a new food product. It’s , in a way, smart business.
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Love the food analogy because getting them to taste the new book is the key.
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I’ll read the other comments later…my opinion is: I detest the 99 anything whether it’s alone or 1999.99…I always feel like it’s a merchant’s rip off…I feel like someone wants to scam me, by thinking I’m an easy hit…just saying.
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Actually I’d dropped by to tell you I’ve nominated you for the WordPress Family Award…:-) but I think you know that by now…keep up the fantasic work.
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Thanks. As for the .99 cent thing, I was told by my boss in retail that it has something to do with sales taxes and the .99 cent makes the math easier. In regards to Amazon eBooks, .99 cent is the cheapest you can go without making your book Amazon exclusive and free.
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Well that’s interesting…I just remember when the .99 cent came about many a year ago…in those days it wasn’t used for taxes…yet come to think about it…in the U.S. state tax is added at purchase…ok….got it! Oh and your welcome! That’s an award I can almost handle…give it to people you comment with etc. 😉
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Yeah. We do things oddly over here. I’ll try and get the award done tonight.
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When I took marketing in college, the professor said prices that ended in $0.99 because the price looked cheaper to the consumer. So something at $2.99 looked cheaper than something at $3.00. I thought that was an interesting angle on the $0.99-end thing. I’m sure there are other reasons, too. 🙂
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It always struck me as odd and I’m sure there are more reasons behind it. After all, I would think the human mind would get fixed by 9 being more than 0.
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I see it as someone trying to get their good work out there, amongst so many other authors (and let’s face it, they’re coming out of the woodwork now) at a price that people don’t mind paying. If their work is good and they sell well it’s a safer bet that their next outing can be offered at a higher price.
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That’s the goal of the first book, isn’t it? Especially in a series that first book is what will set the foundation for everything you do next. I look at my first book as the scout of my forces in terms of price.
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OK, your admission that you’ve priced your book at 99 cents was going to skew my answer, but I’ll be honest: I’m one of those readers who will pass over a 99 cent book but might have picked it up if it cost more.
I know, it sounds stupid. But if I like the look and description of a book, I’m not going to check and see if it’s a first book by that author, and I’m not going to demand that it be priced lower just because I’ve never heard of you. If it’s priced at 99 cents, I’m going to assume lack of confidence (even knowing that this is probably not the case). Maybe it’s because with so many things in life, you get what you pay for. Even though I know a book is not at all the same as car tires or shoes, there’s that perception. Except that in book stores, it kind of is the same… the books on the super-cheap sale table are the ones that didn’t sell, and probably won’t grab me.
My ideal price range to entice me is really $2.99 to $4.99 (high end only if the book has been recommended by someone I trust). Lower than that, I think “Bargain Basement Clearance.” Higher and I think, “um, rip-off.” Traditional publishers charging $13.99 for an e-book? I’ll pass, no matter what. Now, if a book was priced at $4.99 and is on “temporary” sale for 99 cents (no matter how long that lasts, I’m not going to check), I’m all over that.
I’m not a smart shopper. Sue me. 😉
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(That said, I own your book now. $1.02 in Canada, WOO!)
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Thanks and yippee!
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I understand that. The difficult thing with being a first time author is that I have no leg to stand on for higher pricing. As I mentioned in another comment, I have utmost confidence in my writing. I don’t have confidence in the risk-taking proclivities of your average reader.
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You assume that your average reader is smarter than I am. I think that’s good. 🙂
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P.S.- I never meant to imply that you personally lacked confidence in your work; as I said, it’s the perception, and I know that most authors won’t put something out that they know is bad (and I’m becoming a big supporter of self-publishing in general). Having read your blog, I know how much work you’ve put into it and how much you believe in it; this is why communication is so important. As I said, it’s the perception, which I think stems from the idea that we price things lower because we don’t think people will pay more. I price my artwork lower than that of artists who are better than me because I think it’s what people will pay, so maybe I tend to assume the same with other things. I’m sure you’re right, that a boat-load of people, maybe most, would be reluctant to pay more to try an unfamiliar author. Your pricing strategy is probably absolutely perfect; I was just trying to be honest about why some people might not go for it. Sorry if it came off as harsh at all.
You can’t please everyone, right?
I’ve been thinking about this all night. Well, not ALL night, but repeatedly. I will be looking more closely at the 99 cent e-books now. I think more people who think like me will get used to the idea of good books being available for the price of a candy bar, and all prices will be pushed lower. Maybe not that low for all books (heaven forbid), but way below the range traditional publishers are asking. It’s just a big leap from being used to paying $9.99 for a paperback to accepting that 99 cents does NOT equal dollar-store quality. Just give it time 🙂
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Didn’t think you were, so you don’t have to worry. Funny thing about the 9.99 pricing. I see eBooks for that and 14.99, which strikes me as funny. They sell very well too. There’s nothing physical there and it takes less to make them, so I don’t know why they would be priced like that. I wonder if people are so used to that type of pricing that they feel more comfortable paying it.
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I KNOW! It kind of disgusts me. I’ll pay $14.99 for a paper book, because I understand that there are production and distribution costs. But for an e-book? Um, no.
I think a lot of it is traditional publishers pricing that way because they’re not willing to give up any revenue or to create e-book competition for their paper sales. After all, if they price the e-book at $4.99, they might not sell as many “real” books at $14.99. Horrors! So they price them the same and people go, “$14.99 for an e-book? Nuh-uh. I’ll pick up the paperback.” Other people go, “whatever, it’s the same book” and just buy the e-book. Cha-CHING!
Unless the reader is me, in which case I say “Up yours!” and request it at the library. ^.^
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That’s an interesting obstacle for publishers. A self-published author isn’t in the library, so a reader would have to buy it. A published book can be found in a library, so if they price too high then a person can easily get the ‘free’ version. The closest comparison to that for a self-published author is if you contact and ask the author for a free copy in exchange for reviews.
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As long as you’ve a price on it you’re valuing your book. The only price that’s wrong is putting the book up for free.
Personally, if it’s above 2.99 I wouldn’t be going for it unless I really loved the author already, in which case I’d be buying the paperback and not an ebook. When I eventually get my reader, I’ll be using ebooks as testers for authors. .99 to 2.99 isn’t much to put into a test. But that’s me, and if I liked the first book I’d most likely buy a hard copy of the rest and ultimately go back to get a hard copy of the first.
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Something that I noticed while pricing my eBook and paperback. I couldn’t price my paperback lower than $10. So, what would you do if the eBook version is still cheaper? Just wondering if it’s an issue of price or something else.
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I’d happily spend 5-10 on a paperback if I really liked the first read, though. So as long as the quality was there, I’d be happy splashing out on the paperback and would probably go up to about €15 depending on the book.
In saying that, I’m probably in the minority here, so I wouldn’t put too much focus on this. 😛
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$2.99 is still impulse-purchase price for me, which is good. And you’re right, the reason I don’t pay more than $4.99 (usually) for an e-book is that I might as well just get the paperback… But I probably won’t, so that book loses a sale.
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I have purchased quite a few books at 99 cents and most, but not all of them were pretty good. A few I found to be overpriced at 99 cents, but that is the chance you take.
I think it is a great way to entice people to take a chance on an unknown or little known author without having to make a larger investment. I don’t think it in any way is indicative of the author having no confidence in his book, rather it is a realistic way of introducing themselves to the public in the hopes of building a following for future works. Eventually, the author will be able to command higher prices for their work without scaring readers off.
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Very true. I do wonder where the idea of no confidence in the product came from.
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There will be some people who’ll love the $0.99 price because they see “bargain”. Others will loathe it because they see “cheap” and “you get what you pay for” (aka crap). You can’t satisfy everyone. All you can do is what works best for you and what works for you. If someone is put off by $0.99 and that is what you price your book at, then they aren’t your ideal fan. If someone refuses to buy a book above $0.99 and you want to sell it above $0.99, then they aren’t your ideal fan either.
What it boils down to is that we all have our preferences, whether we’re authors or readers. Don’t let anyone persuade you to do anything you don’t want to do. My biggest regret in writing is that I let someone else’s opinion dissuade me from doing what I knew deep down was the best thing for me.
I look forward to seeing your post tomorrow and you have my full support, no matter what you decide to do. 😀
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Thanks for your wise words. My post tomorrow is going to be interesting after reading all of this. I didn’t expect such a wide variety of responses. Makes me hope my post is equally exciting as the conversations.
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Here’s how I feel about it. And this is just me.
I’ve spent five figures working on my writing. Editors. Conferences. Retreats. I’ve taken it seriously. Put together a book that I’m proud of, that I expect to be a business. I’ve jumped through every hoop, except for getting an MFA.
You want me to give that away for 99 cents? Or for free?
FUCK YOU. (Not you literally, Charles.)
(Please forgive my French. This topic really riles me up.)
I’ve paid $20 for a book that sucked (multiple times.) I’ve paid $2.99 for a book that was glorious. People need to stop expecting chicken salad from chicken shit and pay writers who work hard to create good products.
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When I see a .99 cent eBook, there’s one thought that goes through my head: “YES! I can afford it!” I’ve made too many brilliant finds at thrift stores to even begin considering price is somehow equivalent to quality. Perhaps I’m an anomaly, but when I look at eBook prices, I’m purely looking at affordability, and never assume that price = quality. And as for prices indicating the author’s confidence in the product… I can honestly say that that has never crossed my mind. Ever. 😀
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I’ve been running into more and more readers who think that way. I wonder if they’re getting the idea that many self-published authors are using the .99 cents to entice readers.
I wonder why people don’t look at samples that often.
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To be bluntly honest, my spontaneous thought would be, “Wow, an extremely affordable book. I’ll take it!” Granted, it still has to be one that I am interested in. But I don’t place much judgment as to the quality of the writing – that can be done after reading – more appreciation for the effort the author has put into making his work more accessible.
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Thanks for the input. It really does take a lot of guts to put yourself out there. Maybe some people do .99 cents out of fear and low self-esteem.
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Am I the only cheapskate here? You have to drag me kicking and screaming to pay more than $.99 for an e-book. I download all of the free ones available. I have found some truly fantastic books at the free price. Some turkeys, but the majority have been good to really great. Then if I like the book or Author, I look for other books then weigh the aversion I have to spending cash, with my desire for a quality book.
As for whether the Author believes in them self, that has NEVER crossed my mind. I think that we all, as “artists”, authors/poets know how difficult it is to complete a poem, let alone an entire book. To publish to begin with is to believe in yourself.
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Exactly. I’m really wishing I wasn’t putting the big post off until tomorrow. Feels like it’s too late in the day to do it now.
I wonder where the non-belief idea came from. A thought just crossed my mind that it could simply be a stereotype perpetrated by people who hate the rise of eBooks in general.
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That sounds very plausible. A myth perpetrated by the publishing industry because they are going the way of the dinosaur? I am looking forward to the post tomorrow.
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I think I go a little nutty and megalomaniac in there a few times. It’s almost poetic, which reminds me that I still need to write up a poem for tomorrow.
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Prompt will post at 11. I think you will like it!
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I’ll wait until then. Takes some of the edge off.
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I won’t give .99 a second thought. But I may never actually read it. If I spend 2.99, I at least am sure to read it. So, if it is a series, I may not buy the rest if the books because I didn’t read the first one. 2.99 is still inexpensive so it is affordable for most people. I collect ebooks, just like I do dead tree books. Doesn’t mean I read them all. But I sure do try and read the ones I send real money on first.
This opinion is mine alone and may not reflect the opinion of another single person 🙂
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Understandable. Personally, I have to read whatever book I buy. I figure I spent money on it, so I need to make sure it wasn’t wasted money.
Let just clarify something. So, if the first of a series is .99 cents and the others are 2.99, but you never read the first book, you won’t get the other books?
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Yep. I buy lots of first books, but if I didn’t read it, why would I buy the next one? I do try and support new authors but just don’t have time to read everything. I keep saying that if I ever fall on really hard times and can’t afford to buy books, I will still have enough to satisfy me until I die 🙂
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That does sound like a nice plan.
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This makes sense for free books, and I suppose I can see it being that way for 99-cent books for some people. I’ve downloaded a lot of free books and haven’t touched any of them. They were impulse “purchases,” and I can see that happening with cheaper books for some people, too. With the free books I haven’t invested anything, so I don’t feel like I HAVE to read them (mine are all classics; they’ll keep a while longer). If I spend more, I feel like I should get a proportionate amount of enjoyment from it (or at least give it a chance).
I can’t remember where I was reading it, but someone was saying that the problem with KDP Select free days (and other free-book offers) is that it gets a ton of downloads, but most of those people are just grabbing whatever is free, not what appeals to them and what they’ll read. For me this is much less true for a 99 cent book (I wouldn’t pay it if I wasn’t interested), but I see the point.
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That is a problem. Soon after I started with my book, Smashwords was having the ‘Read an eBook’ week. Everyone who joined was discounted, but if you were .99 cents, you went to free. I did because only the free sample had been downloaded a few times. I sold a few (mostly to friends), but never got a review or any sign that they were written. Once the price went back up, nothing happened beyond one or two friends getting it. So the free download definitely has some major drawbacks.
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It seems like you stirred some people up with this post, Charles! (I had to quit reading the comments…some were a little too, uh, gruff.)
But it is a good question you asked: cheap/cautious or expensive/bold. I don’t see anything wrong with $0.99 eBook if it is short or just a novella, but for your book, I’d say $1.99 is pretty cheap and/or a good deal. A paperback of that size would easily sell for $15+ and I’d say $2.99 is a reasonable price for an eBook.
Don’t know what it is, but that .99 makes all the difference: I mean, which looks better to you? $4.99 or $5.00? (If you pick the first one, you save a penny. And you know the saying, a penny saved is a penny earned…)
But as for an author not having faith in their work, I disagree. New authors are walking in dangerous territory and don’t want to fall into the murky water with their unsold book. So they ask a meager price, hoping readers will like their work, and once someone likes your work, they’re going to be willing to pay a little more.
Wow, I think this is the longest comment I’ve ever written! It’s almost as big as one of my normal posts! 🙂
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That is a pretty big one. I think the .99 cent thing is explained in a few of the comments.
As for my book, I’m fine with the .99 cent price because it’s a series. I might raise it down the road, but I’m using it as an introduction to the series.
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I understand completely, and think it is a great marketing strategy!
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This definitely makes a difference. I think perceptions shift in this case once there are more books out. the 99 cent book becomes an introductory offer, an enticement, rather than (insert other, less desirable reason here). If the other books are valued higher, 99 cents seems like a sweet deal. 🙂
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A person’s perception is certainly a factor. That’s probably why so many self-published authors stress and fuss over their pricing. They think about what it says about their book and what a potential reader would think.
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It does, but not all readers are looking for the same things. You’re always going to upset someone, all you can do is what’s best for you.
(Sorry I’ve been all over this, I just find the discussion fascinating)
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Well, the big opinion post is going to hit at 8am, so you can pounce on that one. 😉
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I’m really looking forward to reading it!
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My original thought when I priced The Dragon’s Disciples was, “Who would want to pay more than .99 cents for an ebook? You might as well buy the print version for that kind of money.” but now I am willing to try and experiment where I up the price on one or two of my venues so that (not only is there a competitive market) but I want to see how many people value a, say, 1.99 – 2.99 ebook over a .99 cent one. Does that make sense? If all else fails I could just drop the price again.
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That’s a good experiment to try. Over the weekend, somebody mentioned that the guy who runs Smashwords did a poll/research/whatever on pricing. He found that .99 cents and 2.99 sold very well, but 1.99 didn’t sell that well. I’m wondering if there’s something about that number that causes people to shy away.
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This is a very interesting topic, Charles. I actually read all the comments and there are a lot of them! First of all, I think the application of value-based pricing is changing in this industry due to the onset of self publishing. With traditional publishing, pricing was set by the publishing house and the value was somewhat of a known quantity. After all, if an agent liked the book enough to rep it and a publisher was willing to take on the risk then there must be some inherent value, right? Well, with e-publishing any Joe Blow can self publish so the “value gatekeepers” of the traditional model are removed from the equation. Thus, value is a big “?” for the consumer. So what is a self publisher like yourself to do? Well, the value a consumer places on a product reflects their desirability for that product; their understanding of the product’s value. Think of designer clothes: they probably don’t cost much more to create than non-designer clothes but people are willing to pay considerably more because “so and so” is wearing it and if “so and so” likes it then it must be worth the price.
Yes, there is a perception of value based on price but sometimes the consumer is willing to take a risk if the price is right. We all love a bargain, right? Since you are a new author and have not created a following yet, the perceived value of your work is unknown. You may believe that your work should be on the NYTBSL but nobody else knows that. You cannot price it based on your perceived value. You must price based on what a buyer is willing to pay. Price it too high and you won’t get enough exposure to create a following. Study the successes of other self-pub’d authors. How did they price? 99 cents seems about right to me to start with until the demand increases and then adjust the price or price the sequels higher. If they like your first book they will be willing to pay a higher price for the next in the series. They may even feel like they got a bargain on the first one which will make them feel all warm and fuzzy whenever they think about your book 🙂
Author Elizabeth Naughton wrote about her trials with traditional and self publishing on her blog. She made the decision to temporarily offer one of her books (Wait for Me) for free. Customers who purchased it for free started raving about the book and demand increased sending her book to the top of the paid list.
By the way I received a sample of that book on my kindle and was hooked so I purchased the entire book for 99 cents (I would have actually paid more) and then I purchased more of her books at a higher price because value was no longer an unknown for me. I knew the value I was getting.
I highly recommend that you read her post. http://www.elisabethnaughton.com/blog/ I think you will find it helpful.
Good luck and sorry for the “novel” I’ve written here!
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Thanks for the link and the novel. 😉 I’m going to be doing something similar with my series. I won’t be going free because that requires KDP Select and an Amazon exclusive deal for 90 days. So, the best I can do is .99 cents.
Funny thing is that even with an agent and publisher, there were still badly written books out there. It’s just a lot more blatant and widespread in eBooks because, as you said, any Joe Blow can do it. Some people take full advantage of that and crank out crappy .99 cent eBooks, which makes a bad reputation for the price overall. Maybe people should focus more on the samples and reviews to make their choices instead of the price.
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