- The Complete Guide to Pay What You Want Pricing -- full e-book, with or without the Bonus package that includes my interview.
- Interview on FairPay, only -- standalone audio recording (40 minutes).
My interview focuses on FairPay, and how it builds on the core benefits of PWYW, and goes far beyond conventional approaches, to make it more sustainable and profitable, and scalable to large businesses. Most uses of basic PWYW are for limited promotions. FairPay adapts it to be more predictable and workable for ongoing use -- whether on small scale, or for seller who aggregate items or offer ongoing subscriptions, even to the scale of Amazon or the iTunes Store.
Using Tom's PWYW Checklist as a nice starting point, I clarify how FaiPay adds a process that builds an ongoing relationship based on dialogs about value. Tom lists 11 steps to making a PWYW offer work. I group Tom's list as follows, and add one more:
#1-4 are prerequisites to using these methods, both PWYW and FairPay:
1. Identify a Competitive Marketplace
2. Identify and Target a Demographic with Fair-Minded Customers
3. Determine a Product with Low Marginal Cost
4. Create a Product that can be Sold Credibly at a Wide Range of Prices
...And #5-11 enhance the process of using these methods, also relevant to PWYW and FairPay:
6. Clarify the Offer
7. Show the Customer You’re Human*
8. Appeal to Idealism
9. Anchor the Price
10. Steer the Customer to the Right Choice
11. Remind Your Audience to Contribute
...To which, FairPay adds a new 12th step, to make it an ongoing, adaptive, individualized process:
12. Repeat offers contingent on fairness -- build continuing relationship and dialog
Doing that involves a number of component steps, as described in the interview and elsewhere on this blog. (An earlier post provides some diagrams that may be helpful while listening.) The interview also expands on the rationale for how FairPay applies to various business contexts, and the behavioral economics that show how it can be effective.
I hope you will enjoy this material, and will want to use FairPay to take your business to the next level. Comments are welcome, and I offer free consulting to those with a serious interest in considering FairPay.
[*Added note: Even large corporations can emphasize their human values and the people behind them.]