Daniel Markham nails why I wholeheartedly disagree with pricing a book less than $25.

“After considering those numbers, I’ve decided to go high. Retail price will be $99.99. I feel like I can justify this for a few reasons: 1) If it really helps you it’s worth that money, 2) If you pay that much you’re more likely to pay attention to what I say, 3) Each sale is more of a significant event for both the author and the reader, ie, if you don’t like it you’re more likely to complain, which is a good thing, and 4) I’d rather sell 20 books to folks who are really going to get something out of it than a thousand books to folks who are putting it in the same mental category as ‘sub hunt’ on their iPhone.” – Daniel Markham