This does not have much to do with SEO, but has a ton to do with marketing any business.
All too often online businesses use the "cheap price" branding / sales angle. There will always be someone else who is cheaper. Cheap is not an effective longterm business strategy for most businesses... especially online.
I have been pricing my ebook at $40 because I wanted to make it cheap and affordable to a maximum number of people. While my sales have well exceeded my expectation many of my friends have been telling me that it is the wrong price point.
I could try to sell my ebook for $10, but likely most people would not buy it because at that price most people would think it is garbage.
I do understand the concept that it is better to push value than price... I am not really doing anyone a favor if a low price is turning people off. The price is arbitrary. It is the value that is important. A higher price may give a higher perceived value.
A couple other SEO ebooks are selling at higher price points ($67 or $97). A bunch of my friends stated that I should price my ebook at $67 and a few think I should charge $97 and an ongoing subscription fee.
I will likely raise the price of my ebook soon, but I am going to wait until after I talk to that cool cat NFFC from SEO Roadshow.
A couple good threads / articles / books on the concept of branding and / or price points:
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