DangerousPuhson
My my my, we just loooove to hear ourselves don't we?
Oh boy, marketing talk again - that's where I'm a viking!
Some considerations to make:
1) Brand - 1True has no brand presently, no presence in the market. People do not know who he is or what he's doing (a shame, really, he's great). He will not generate any customers through loyalty or preexisting reputation (i.e. big sales motivators of the independent author market). For big/expensive purchases this is important, as people need to be more sure of their purchase when spending more money. Breaking a big product into smaller chunks is advisable for this - it creates more "touchpoints" for customers to encounter your work in the wild (thus growing brand) and makes for an easy entry point into your product line (spending $5 vs. spending $15). You can even package them together to make an entirely "new" omnibus product at a later point when original sales stagnate.
2) Hype - Big products need an advertising push of some kind. You can't just hang out your work and expect people to come; only established brands can get away with doing that little (and even then, they shouldn't be). Obviously in our hobby I'm not talking about billboards and TV commercials, as D&D module "advertising" tends to travel more through recommendations and community hype (how much does the industry owe Bryce, eh?). Our billboards are blog posts; our TV commercials are YouTube feature videos. Endorsement does wonders in this field (it is a psychological boost for the sale of communal games to be given tacit approval communally). You'll have to shill in online communities a lot, and you'll probably need to get your adventure into the minds and hands of... influencers... unfortunately. Advertising-wise, if you want to throw a bit of cash at someone who knows affiliate marketing and SEO, that'd probably get you the most bang for your buck (through Facebook ads and promoted Google links, mostly).
3) Value - This is the sticky part of pricing. Too cheap, and customers will subconsciously associate your product with inferior quality; too expensive, and people will assume greed on your part (especially with no established brand). The big differentiator here is buyer's remorse, a vital consideration for repeat business. More expensive means more buyer's remorse. Since 1True is aiming to build a brand (because he doesn't have one), buyer's remorse is a very bad thing. The trick is to land in the middle. I say split the difference - take what you'd charge for the full product, divide it by however many parts you split it into, then add a buck or two to each price. So instead of $15 for one big thing, offer three things for $6/each. Funny enough, people are more willing to spend $18 on three things than $15 on one thing, even if it's the exact same thing. This gives you wiggle room for making discounts down the line, and allows you to offer "savings" if people buy all parts as a bundle.
