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In order to maximize your profit potential your price should reflect value, not costs. Want to raise price? Increase perceived value first. If it is still not enough to cover costs - you are not competitive in that market.
Know "fears&joys" of your targeted niche. In two words there is a substantial difference of price acceptance in offering video course on financial trading to institutional investors and video course on conducting an interview to unemployed.
Decreasing price levels proved to generate more high-priced sales in comparison with increasing price levels. That is reason why many marketers using following tactics of persuasion: "I was asked to sell it for $995, I decided to sell for $489, but especially for You I will cut price to $79 only for next three hours". Imagine if s/he decided to tell truth like: "It cost me $9 per item to c reate, I will be happy to sell it for $39, but I'm so greedy, that I decided to sell it for $79". In that case s/he would probably close much less sales :0)
Another technique is price discount, widely used by almost everyone involved in off or online sales. With help of discounts seller could achieve two main tasks: create feeling of emergency and increase perceived value of product and what is more important - without lifting a finger.
Just try not to overdo it as your substantial price drop could play a trick by being interpreted as bad quality of product.
Price diversification, as next technique, is absolute must if you want to cover more people with different financial capabilities. It is a mutually beneficial pricing policy for its ability to satisfy much wider demand then "bold" asking for $99.
This tactics may be implemented by offering "core" of product for lowest price possible. Second price level is standard version of product for nominal price and one or even two "extended" high-priced versions for those who don't mind spending additional several hundred bucks for more colorful package :0).
Other way to go is to offer popular resell rights on digital products that, in its nature, play same role of price divider and help to cover wider market, without much hassle, although, sometimes it is not best tactics to use, because master resell rights add benefits and perceived value to a small number of resell rights seekers and have zero effect on "luxury" seekers, who look for "gold trim" at every product they buy, so create a "Deluxe" version for them as well.
Other well-known fact is that psychologists suggest using .95, .97 or .99 price endings as more favorable prices for our subconscious perception rather then round numbers.
You can come up with other specific pricing techniques to suit your business needs, just try to think them over.
Pavel Lenshin is a publisher of NET Business Magazine, professional web-developer and CEO of: - http://ASBONE.com/ - informational portal and provider of discounted internet services for entrepreneurs, including internet access, web-design and hosting; - http://InfoAlchemist.com/ - a must-have business library.