Bonuses Done Right
Whilet we’re on this subject, please, please take note here, because if I see anyone trying to flog their product, thinking that an e-book entitled ‘ Doing business today, in the 60’s’ is going to shift more of their products, I really might have to start wondering about peoples motives. Things like this won’t add $500 to your price. In fact, let me tell you how serious this issue is. If you put a dodgy bonus together, or do this in the wrong way, you can devalue your product so much, that it becomes worthless, and you just won’t sell any. Simple as that.
So here’s a general rule for you. If you’ve really thought about it, dug about and tried to find something to add in as a good worthwhile bonus to try and tip customers over the edge and to have more of them buy your product, and you honestly can’t find anything that fits the bill, go with nothing or create an original info product yourself. No bonuses are better than one that puts all your customers off. As obvious as that sounds, it seems to be occurring more and more often recently, which is strange, because of the sheer number of people that claim to know what they’re talking about that are teaching people what to do with online business nowadays.
Using the example above I want to demonstrate something to you now that also seems to have become a strange epidemic that pretty much makes me and everyone else I know click right off the website and go somewhere else when looking for their products, and that’s when people take too much time and put in a little too much effort into adding value to one of their products. Or so they think anyway. Have a look at this one, how many times have you seen this recently?
Example: Get your hard hitting, intensive training course, entitled ‘Improve Your Fishing’, consisting of two CD’s packed with audio and video, showing you all the tricks, tips and tactics in use today by some of the most successful fisherman in the world!. Order now and get this proven course worth over $2500 for a measly $300. In fact, I’m so confident that it’s going to help you I’m going to knock the price down further. You can get all this expertise in one place for an amazing $49.95. Order your copy now!
See where I’m coming from? Don’t get me wrong, there’s nothing wrong with giving special offers to people who buy there and then catering to impulse buyers, and bargain hunters, or just to show people they’re getting a real good deal out of you, but from $2500 down to $49.95? That’s going over the top, and unfortunately just makes your product look like a defect. How would you feel if you walked into a store and saw a top of the range 62″ plasma screen knocked down from $12000 to $200? I can tell you, your first reaction would either be ‘Yeah right, this a joke’, or even more likely ‘What’s the catch?’ or ‘What’s wrong with it?’.
Remember when we talked earlier about increasing customer confidence in your products, and the whole idea of a sales letter is to squish all these problems and questions people might have with a product, while at the same time creating a want, and sometimes even a need for it. Do you see how adding too much value, too soon, or going really over the top can be detrimental? Where as you see it as giving the customers a bargain, they’re seeing it as another question in their minds. Another hurdle that they need to cross, or a question they need to find the answer to before they buy your product. It’s everywhere nowadays. Discounts aren’t bad on their own, but in this type of circumstance, they are going to kill your sales. Most people don’t even know why. If you didn’t before, now you do. Don’t make the same mistake.
Now one thing I don’t want to do is let you think that there is only one bad way to add value (or completely remove value) from your products, because I’ve seen it done over and over again in different circumstances. I was going to give you three examples here, but lets take the fishing example above as one, and I’m going to give you two more, in totally different situations that will spoil your sales figures. Bear in mind these are real, live examples that are out there right now on the net.
Example one: The ‘Only want your bonuses’ factor: I land on this pretty blue and white, professionally designed, well built website that immediately makes me smile (Just feels nice when something is presented like this). I proceed to read the sales copy which briefly tells me how I can get money-making tips for free if I sign up to their newsletter. I see links to back issues here too so I’m not really put off by the thoughts of this being another poor excuse to send me ads. Then comes the standard, sign up today and get this freebie. I’m happy, because it looks relevant to what I want to achieve. Now normally at this point I’d just go and sign up, but this person decided to go the extra way to please me.
E-book 1, E-book 2, E-book 3, E-book 4, Software 1, Software 2, Software 3, Software 4,5,6,7 and so on. Now on the surface this might seem like adding value to the point of people not being able to refuse, but honestly, are people signing up to their free newsletter for the freebies or for the content? Again, at first glance getting more subscribers is good right? Well, not really. Not if none of them care about your content and just wanted your collection of fifty thousand e-books. Remember, it’s all about quality, not quantity, and this example shows exactly how you can add too much value to a free a product to your detriment in the end. Your quality suffers, so does your pocket, and you’ve totally wasted your time.
Example two: The ‘Not sure what going on’ factor: Here’s a good one that I see a lot of, and something else that’s on the rise too. In fact, to be honest, I really think this one is our fault, it’s us selling these guides that tell you to sell your bonuses like they’re products themselves. This is correct information, but it can be taken too far.
Again, I’m surfing around the net and land on a site that happens to be a money making op. I’m not opposed to money making opportunities of course, and this one just happens to have a great headline that entices me to read further. The further I get down the sales letter the better it gets, until we hit the bonuses. E-book one, click here to read about this e-book (forwards me to a whole new sales letter), click here to read about this software (takes me to a whole new sales letter) and so on for three or four bonuses. By the time I’m done, I’ve been taken all over the place, have five windows open, read six sales letters which each try to sell me on to something else, and have trouble finding my way back to your sales letter.
It’s important to remember to add value using bonuses in a way which makes your bonuses seem like real products themselves, but never ever lose sight of what you want your website to do. Don’t throw people off in different directions and have them read ten sales letters for different products. It just doesn’t work like that. Again while you may think you’re adding value, all you’re doing is distracting and confusing your visitors. When people say sell your bonuses like a real product, they mean a few hard hitting paragraphs about how this compliments the main product and you’re getting a heck of a good deal, or you can’t get it anywhere else, or where it’s been proven etc. Don’t go over the top, or again, you’ll be losing customers.
Just these two above examples (three if you include the fishing one) I see every single day, and the worst thing about it is, when people say to me, ‘Why no sales from my site?’ and I tell them that parts of their bonuses sections are destroying their sales letter, I get strange looks and comments. See it’s like one of those little annoying mind puzzles, where the solution is so obvious people miss it, and I can tell they don’t feel too proud about that, but no worries. Not a problem at all, as long as you learn from it and don’t repeat the mistake you’ll do fine I tell them.
Now if you’ve read this far and are ultimately confused or lost as to what the heck you could possibly give as a bonus in addition to your product, or don’t have anything to hand, don’t worry. It doesn’t have to be tangible at all. It doesn’t have to be an old e-book (in fact, it’d probably be beneficial if it wasn’t an old e-book) it doesn’t have to be a piece of software. Open your mind a little and think about other things you could offer to people along with your product. Are you respected in your field of expertise? How about a free one hour, no strings phone or video consultation with your customer’s purchase, or even a follow-up consultation to see how they’ve done with the product you’ve just sold them?
This isn’t such a hard thing to implement if you have the knowledge. Personally, I like my free time, and you won’t get me talking to you on the phone about your business unless you’ve just deposited $500 into my account for the hour, and heck, you’d have to know me pretty well and be in my good books to get me down to that price too. Immediately that adds value to this product without me even offering the consultations, because I can tell you now, it took a little longer than three hours to write this guide.
This is something you can do too, and if you really wanted there’s nothing wrong with going a step further and actually offering those consultations, maybe 30 minutes or an hour per customer free (depending of course on how many customers you plan to get per week. Be careful not to try to give 100 people a free three hour consultation every week).
You don’t have to be in the business of selling guides and info about business to put any of this together. It doesn’t matter what you’re selling, you can use this method somewhere, whether it’s an hour free technical support, or a free 30 minute confidence builder to compliment your main product. It’s totally up to you. Be imaginative, and hey, it might even lead to further consultations putting even more cash in your pocket. Again, a freebie helps your customers and you, not just your customers. An important factor, indeed, and a question you should be asking yourself when creating any value adding material. How does this help my customers and me?
Next post: A Little Something Extra. Until then, see ya later…