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This book has the fierce arguments for a courageous pricing approach that one would expect from Dan Kennedy. However, I purchased the book hoping it would help me decide on pricing for an upcoming event. No go.
There is a story in the introduction about the Harrisons being about to price a new event at $2000 and Kennedy not only arguing with them but also putting money down on the claim that he (Kennedy) could make a go of it at $10,000 a head. It turns out that the event sold out at $4500. Yet all of us know people who have priced something high and had no one sign up.
Nowhere in the book is there any kind of checklist or discussion of how someone can reasonably well know, apart from being brave or chicken, whether or not the market will bear a certain price - or whether you can engineer it to do so. Nowhere is it discussed with sufficient clarity what else you have to have in place to be able to successfully charge premium prices.
All in all,... read more
These two are pure American salesmen. Nobody does it better. There are four authors of the book and they tag team from chapter to chapter adding a different point of view, which makes the overall organization feel choppy. Kennedy and Marr are the main players here. Kennedy has written many books and the formula is evident. The book provides much valuable content, which you could get from a close read of Nagle. This is just a much easier way to learn it. (Although I have seen much of this content in other books, this book gives no end of book references to the work of others, except their acquaintances or their own work, which is done in context. Many of the references are very valuable sites.
The book also includes relentless driving of you to their own websites. This is one of Kennedy's tenets - get the buyer to pay you the privilege of buying more from you (and get it upfront) i.e. buying the book is an upfront fee prior to buying more! They hold with... read more
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