As a non-fiction author, your book is more than just a collection of words, it’s the culmination of your expertise, experience and dedication. Yet, I see so many business and professional book authors launching their books with deep discounts (sometimes as low as just 99p!) hoping to boost sales, drive rankings or create a buzz.
But is this strategy worth the hidden costs?
Here’s why heavy discounting at launch – or even within the first year – can undermine the success of your book, your brand and your long-term goals.
1. The message it sends about the value of your content
Your book is a distillation of your hard-earned knowledge, designed to help your readers achieve real results. When you heavily discount it, what message does that send? That your expertise isn’t worth the full price? That the years of work and insights you’ve distilled into the pages have so little value?
If you believe your content is valuable and life-changing, let the price reflect that. Pricing your book at its full value demonstrates confidence in the worth of your ideas and encourages readers to view it as a meaningful investment in their growth.
You want real, engaged, interested readers - not just people looking for a bargain!
2. The message it sends to your readers
Readers often equate price with quality, especially when it comes to professional or business books. A deeply discounted book might make potential readers (that's your future clients, advocates, fans and followers) question its depth and credibility: “If this content is so cheap, can it really deliver on its promises?”
Consider this: the cost of working with you one-on-one is likely far higher than the price of your book. Even at its full price, surely your book offers incredible value as an accessible entry point to your expertise. Why risk undermining that perception by positioning it as a bargain-bin item?
3. The message it sends about your credibility as an expert and an author
Deep discounting can send the wrong message about your approach to your work and your audience. Instead of positioning you as a thoughtful, strategic leader who wants to help the right people, it might suggest you’re chasing volume sales, bestseller lists or viral success.
For key audiences – decision-makers, influencers and potential clients – your book often serves as their first impression of you. Do you want that impression to reflect high value and transformative outcomes, or a willingness to discount your worth just to secure a quick sale?
4. The message it sends to your subconscious
The price you set for your book not only communicates its value to others but also to yourself. When you discount your book heavily, especially at launch, you risk undervaluing how you perceive the time, effort and passion you invested in creating it.
Worse still, even if you sell a high volume during the discount period, this success can feel hollow once the sales drop off (often dramatically) after the promotion ends. You may find yourself asking: “Was that brief spike worth it?”
The abrupt decline in sales can leave you feeling disheartened, as if you’ve already peaked, and unsure of how to regain momentum. This emotional toll can cloud your ability to focus on the bigger picture: building credibility, reaching the right audience and creating lasting impact.
5. Discounts have their place, but timing matters
Discounting can be a powerful tool; when it's used strategically and at the right time. Discounts might work well during later phases of your book’s lifecycle, such as anniversaries, promotional events or when trying to re-energise interest after a year or so.
Discounts – even free books – targeted at the right people at the right time can be a powerful and persuasive way to get attention, make an impact and extend your reach.
But at launch, your focus should be on positioning your book as a premium product – a resource that reflects your expertise and delivers transformative value. Launching with a discount risks shifting the conversation from “Look at the incredible value this book offers” to “Look how cheap it is.”
Don't forget
Your book is a representation of your expertise, your brand and the impact you want to create in the world. Treat it as such. If you truly believe your book can help people, they should be willing to pay for it, and the price should reflect the value it delivers.
Remember, even at its full price, your book is an incredible bargain compared to the cost of working with you one-on-one. Instead of chasing volume through discounts, focus on reaching the right audience; the people who will value your insights and invest in the transformation your book promises.
Launching a book isn’t just about sales; it’s about sending a powerful message about your worth and the change you want to inspire. Don’t let a quick and easy discount undermine that message.
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