The Reason Why Bonuses Work


We all know we love bonuses. We all know that a bonus will create a tremendous demand for your product or service. So if you’re thinking of running a marketing campaign, without a bonus, here’s a good reason why you shouldn’t.

It’s based on giving a kid a chocolate ice cream.

Well, go on, give the kid an ice cream

Good, now that you’ve done the giving, take it away. Yes, take it away. Now you’re having to deal with a screaming, yelling, angry kid. Why? You know why. You gave them something and took it away.

Bonuses act the same way

When you show a client a whole lot of bonuses, they’re like the kid. They’re happy. They’re smiling. They’re about to bite into their ‘ice cream’ when you take it away.

So how do you take it away?

That’s what the yes-yes factor is all about. The client can see two options. Option 1 has a few bonuses, but Option 2 has a lot more bonuses. The ‘lot more’ bonuses represent the ice cream. Once the client sees those additional bonuses, that’s all she wants. And when you ‘take’ it away, by giving them the stripped down version, they feel the sense of loss.

A psychological factor called Loss is what kicks in

You look forward to a sunny day. You get rain. You feel loss.
You look forward to getting your gift delivered on your birthday. You get no gift. You feel loss.
You see the bonuses, but you don’t get the bonuses. Ahem…loss.

Which is why your product or services should NEVER be without bonuses. And bonuses that are extremely exciting. And should always have a yes-yes component to it.

Which brings us back to the kid who’s still crying…

Give him his ice-cream back, will ya? And get back to work–by looking at your products and services…and seeing if you have created the power of loss in your marketing.

Next Step: Want to learn more about Info Products Marketing? Find the entire infoproducts strategy series in text, audio with cartoons!
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  1. says

    Bonuses can sell your products sometimes better than your copy. Many times, people will buy your product just for the sake of the free bonus.

    There are 2 things that you need to be careful of when selling with bonuses:

    1. Make sure the bonus has value and is not so widely used.

    2. Make sure that you did not add too many bonuses for the price of the product that you are trying to sell. This can cause a lot of distrust.

    -Joshua Black
    The Underdog Millionaire

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