In the information-marketing world, you'll hear the phrase "perceived value" uttered frequently. Simply put, it means how much people think your product is worth. How you choose to package the information you're selling will have a tremendous impact on how your customers perceive its value.

Let's take a look at the relative perceived values of different products from lowest perceived value to highest perceived value. Keep in mind the content is identical regardless of the packaging.

Example 1: Single CD

LOW Paper Sleeve MEDIUM Jewel Case HIGH DVD Style Case

If the CD is a free lead generation tool or a bonus item then a paper sleeve may be your best choice. The price that you're asking for the product will, to a large extent, determine what kind of packaging you want to utilize. If you're giving it away you may need to go bare bones on your packaging.

But, if the product is selling for $47, $97, or more than you need to dress up the package. It needs to be more impressive so a jewel case with full color inserts or a DVD style case with a full-color outsert will be called for. Remember, the content is identical. You are influencing perceived value of your content through different packaging.

Example 2: 100-page manual

LOW Saddle Stitched MEDIUM Perfect Bound HIGH Three-ring Binder

Again, the content is identical in each of the formats. But the public has been conditioned to equate the value of a perfect-bound book with around a $19.95 price like you'd find in your traditional bookstore. Put that same information into an 8-1/2" x 11" spiral-bound document or a three-ring binder, then it appears to be more specialized knowledge. Therefore, people are willing to pay more for it.

If you're selling a multi-faceted product that consists of many CDs and/or DVDs and some printed materials, which will have a ticket price of $497 or higher, then you definitely want to stay toward the upper medium to high end of the perceived value scale.

How you choose to package the components of your information product is critical to how people will perceive its value. Be aware of the value scales above when you're deciding how you want your product to look. If you want to charge a high price for your product, then be sure it's packaged professionally to increase the perceived value and substantiate the price you want to charge.


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Bret Ridgway is co-founder of Speaker Fulfillment Services, a company dedicated to helping information marketers. To pick up your own copy of his "New Information Product Development and Launch Checklist" visit http://www.50BiggestMistakes.com .