Sell the actual product for a high price for the product category. Give the buyer two things: a guarantee it will never be sold for a lower price; “lower quality” copies to give out freely.
For instance, a book could be priced at $100 or more, and the buyer will get either a certain number of softcover copies of the book, or an ebook (better to make these personalized with his name), that he can give away to anyone for free.
There are many situations and many ways to price. Which pricing is good for what situation?
A book that covers everything from why and when is a yes or no choice to a price is the best, to the sophisticated techniques of multiple pricing options for different segments of the market (up to the individual as a segment.) The book should cover amongst other subjects at least these: the psychology that make these work, the strategic decisions of pricing as a part of branding, the tactical solutions to different situations, publishing prices – when and how, when not to publish prices, take away marketing for higher prices, when is it good to compete on price (and when not to), price elasticity, price, and competition, how to use pricing as a motte, how to have the customer tell you the actual price they’re willing to pay.
No-shows are bad in many ways. Emotional (disappointment, anger, resentment, etc.), behavioral (what shall I do now), and of course financial.
A book that explains all the proven strategies and tactics you can use to reduce no-shows. All the theory and psychology at work, and give practical advice with examples for many different situations (dentist, restaurant, etc.)
Many military battles have hidden lessons the can be applied to business today. It’s in the leader’s thinking, the planning and execution.
A book telling the stories of these battles and what can we learn from each one.