I received an email from a fellow asking me why I am “not including bonuses with the purchase” of my book. If you are not familiar with the “IM crowd” (hard core Internet marketing types) you may not know why he asked this question.
The people who sell Internet marketing products to other people who sell Internet marketing products online have a tradition of including tons of bonuses with their product pitches. In other words…Buy my $77 program and I’ll throw-in $3,647 worth of free bonuses…or something along those lines.
It is funny, but the whole concept of bonuses never really clicked with me from the first time I saw them being hyped in the mid 90′s. Do real people buy a product solely based on the bonuses included? By that, I mean “real” people, not the IM crowd that will jump at anything that promises them a shortcut to fame and fortune.
Maybe I spent too must time in the off-line business world or maybe I’m just too cynical, but I’ve always been of the mind that if a product has value, and is priced in a way that supports the perceived value of the product, an intelligent decision is made regarding the purchase.
Wait! By George I think I’ve got it…that’s the problem…and the answer.
99.9% of the crap being peddled isn’t worth the electrons wasted to produce it. Artificially increasing the perceived value of the purchase is the purpose of the bonuses. In other words, if this over-hyped crap holds no intrinsic value, but you can be enticed to buy it if I throw in $50,000 worth of more crap. The sheer quantity of crap has got to make you believe that this must be some valuable crap!
Imagine the challenges the IM crowd would have if their market were “real people” (meaning people who do business offline) who were expecting to buy a real product. Hmmmmm, a product would need to stand on its own merits, and not rely on the fluff of a sales letter…and merely adding a bunch of bonuses probably wouldn’t sell one extra unit.
Personally, I don’t use bonuses. Maybe it’s because I sell my services to brick & mortar businesses that judge my service by results obtained – not hyped-up promises. Wait, I lied, I do offer a bonus. I offer a free lifetime subscription to my newsletter, but that’s not really a bonus because anyone can sign up for free anyhow.
Funny, I’ve only had 1 sales refund since last August, and you can’t really count it. The buyer was an IM type looking for the shortcut to instant riches and when he discovered my plan involved work, he asked for a refund.
If you want to learn how to make your website work as hard as you do, and attract targeted ready-to-buy customers, get my book.
Sorry, no other bonuses included!
Let me know your thoughts on this, leave your comments below. Thanks!