My book, Destination Leadership for Boards, retails for $24.95. We only sell it through the Zeitgeist website because it's not written for a mass audience. It's written for Destination Marketing Pros and their Boards.
Thus, I never put it up on Amazon.com. I know that makes no sense...but, it does. People who want to buy my book know me and can find my site. "Destination Leadership for Boards" comes up first on Google. Why would I cut Jeff Bezos in for half the profit? So he can buy another big city newspaper?
One of the reasons that Amazon.com is so successful is that it sucks you in, knows you better than you know yourself and gets you to buy shit you never would in a store. The other night, I was checking reviews on Blu-Ray players and realized just how seamless it is to do the unthinkable...buy electronics online without actually seeing and touching the unit first.
The reason? It's so much easier to compare features and reviews at home on my laptop than on a mobile unit in a store with marginal connectivity and sales geeks pestering you every three minutes. Note to retailers: iPads available to show reviews at every product station might be a good idea.
Anyway, as is Amazon's way, after I purchase my new Blu-Ray player, they suggest books. And, yeah...I grabbed a few of those, too. One was only available as a used copy, which is no big deal. But, it got me to thinking. Were there copies of my book on Amazion through resellers?
Actually, yeah...a bunch. Mostly offered in the $35-ish range. Which is funny...but it's not. Anybody looking on Amazon probably doesn't know they could go direct and get a new copy for $10 less.
But, here's the part that made me howl. One reseller was selling a "new" copy of the book.
Plus $3.99 shipping.
Really? You charge shipping on a $2000 book?
Price = Perceived Value.
And, that reseller perceives that someone is so interested in what I have to say that they'll pay $2000 to read my book.
Damn...I need to raise my rates. ;)
And, when the third edition of the book comes out next year, we'll probably offer it on Amazon (for something less than $2000). But, buy it from us anyway...so I don't hafta raise my rates.