Form(at) Determines Value

Here’s a simple way to instantly build more value into your information products: change the form(at) of your content.

Let’s say you have 2,000 words of content on a certain topic. You now have a choice of how to publish that content.

There are basically three different ways to deliver content as a product: print, audio, or video.

And each of these options can be delivered digitally or physically.

• A blog post will have the lowest perceived value.
• A PDF report will be more valuable, but still relatively low value.
• A physical book, workbook, or manual will have the most value in a printed format.

• An MP3 download may have more value than any of the printed formats.
• A physical CD + MP3 = even better.

• A streaming video with images to support your content will generally be more valuable than print or audio alone.
• A physical DVD will be more valuable than streaming video.

Remember: Your choice of format determines the value of your information product and how much you can charge for it. The same content in three different formats will command three different prices.

Therefore, if you’d like to quickly raise your prices, consider changing the format of your content — or even combining multiple formats together (for instance, a print book + an audio CD).

-Ryan M. Healy