Too Many Bonuses Can Cost You Sales!

“Bonuses” are most profitable when you offer a "specific" Special Bonus as an enhancement to the product being offered; proffered in return for some desired action on the part of the customer.

Last week I went to a site that offered a report for $39. -- The sales letter was good enough that I was just about ready to buy it. Then the promoter killed the sale. -- He offered “Eight Fantastic Bonuses” for buying the report. -- None of the bonuses were specific enhancements to the report - but - they had (according to the promoter) a “value” of $149. -- That means the report isn’t worth anything, or, at best, $4.33 when you divide the $39 by 9.

When I have mentioned this aberration to the “gurus,” they say ... “Yeh. But, most people don’t think like that.” -- Most likely not - but - the thought is actually there in their subconscious. Then, that person, has to determine whether or not the report being offered would be of value “without” the bonuses. The customer only buys if they can discount the value of the bonuses and be willing to pay the price for the report being offered. -- Or, that person has to determine whether or not one or more of the bonuses being offered has enough value to be willing to pay the price for the report being offered.

Over the past 30+ years, I have tried using a variety and multitude of bonuses a number of times. -- Although the “gurus” claim it is better than trying to sell a single product, my experience has shown just the opposite. Of course, the “gurus” may simply be saying that because they have never been able to get any of their products to stand on its own.

Jim


Warning! Warning! Warning!

How true.

I say that coming from a buyer's perspective. You have very nicely articulated the same thoughts I have had many times when I've looked at buying some information product on the internet -- and subsequently refused to buy it. The "eight (usually unrelated) special bonuses -- a $??? value" line just exudes a sense of desperation on the part of the seller.

By the way, I've read your "Tunnel Vision" report and I have to say how impressed I am. Whatever happened to the idea of focusing on a good product or service, a good reputation, building what you know, and steadily growing? I get the sense from a lot of these "internet marketing" sites that the term "growth" connotes a speed that is "too slow" -- it seems everyone wants to "explode their sales." If you're not ready for it, couldn't super fast growth be more of a curse than a blessing?

Just some random thoughts.

-Phil

Greetings,

Not the first time I've posted on this today but everyone should be able to hear it. I agree completely - listing multiple ridiculous bonuses can be very amateur. It's almost become peer pressure to add them - and to see who can have the most.

Bonuses are good. Numerous studies show - bonuses can give the customer that added incentive to order as well as to order with you. However, there's no reason to do it haphazardly.

I have a sales letter with only one bonus - but one great bonus. The sales letter has a 13% visitor to sales ratio.

I joked that I have another sales letter with two bonuses that is pulling in half the response. While that is only in fun (a different market is mostly the cause in the sales difference), there is some seriousness to it. My bonus is practically a second, but very related, product. People are only too happy to order both.

Stephen Dean
ebizknowitall.com
Home of the Tombstone Sales Letter


That 13% Sales Ratio Letter