Nick Usborne on Pricing

Nick Usborne has an article on MarketingProfs.com about pricing. One thing that he points out is that you don't really know how much someone will pay for your product unless you test various different price points. He gives an example in which Google Adwords advertised a book at three different prices and three corresponding "sales pages" tracked the results. Such a straightforward "test" isn't possible for all types of products, but such experimentation can be informative.