Buy My Book for $27 and I'll Give You Bonuses Worth $1295!

       ...How to bundle for valuable results
           without devaluing your product


I almost clicked.  Really, I did.

The ad copy was compelling, the content focused.  This was
exactly what I was looking for.  Yes, I was convinced I had
found just the eBook I needed to add to my e-library.

Credit card in hand, my mouse cursor hovered over the "order
now" button ready to click.  The excitement mounted. I had to
have it.

Then it happened...a doubt...a discordant second thought that
caused me to view the irresistible offer in an entirely
different light — so much so that I put away my credit card
and clicked the "back" button on my browser instead.

Sale aborted.

What the devil could possibly have persuaded me to turn my
cheek the other way so abruptly?

Was the cost too high to justify the purchase?

Not at all.  In fact, I would have paid twice that for the
information initially presented.

Perhaps there weren't enough bonuses?

Okay.  Now we're getting warmer.  However, it's not what you
might think.

The fact is, this guy had me completely sold until he
presented his gazillionth bonus...blah, blah, blah.  Yea,
this guy really blew it by offering overkill on his bonuses.
By the time I got to the umpteenth bonus, I was actually
doubting the value of his main product.

By bundling so many bonuses (many of which had been around
the Net and back hundreds of times) with his eBook, the author
actually succeeded in lowering the perceived value.  I began
to feel that perhaps the information was not truly worth the
money.  I mean, why did he have to attach so many bonuses,
many of which did not even directly apply to his topic?

Is it possible that bundling bonuses with your offer can
actually do more harm than good?

Yes, absolutely.

Does that mean that bundling is not good.

No, absolutely not.  In fact, I'm a firm believer in bundling.
You simply need to learn how.

So, what's the key?

How do you know what kinds of bonuses will actually help tip
the Doubting Thomas over the line and compel him to click the
"order now" button?  And how many bonuses will it take?

There's a very simple 2-question "Bundling Test" you can use
to know whether you're adding value to your products or
whether you're devaluing them.


Bundling Test

1)  Do your bonuses complement, as if to complete your product?
(you want to do this)
2)  Do the kinds and quantity of bonuses overshadow, as if to
cloud or drown out your product?  (you don't want to do this)


Once your bonuses pass the Bundling Test, you simply work over
your ad copy until it is a fine piece of workmanship.

Now, that makes sense, doesn't it?  Then, why do so many
people insist on raping the quality of their product by
removing the purity of the offer?

You've got to have firmly in your mind what it is you want to
sell.  Is it your product or is it your bonuses?  It should be
your product.  Your bonuses should then support the sell of
your product.  It's as simple as that.  Non of this haphazard
throwing in bonuses.

May I offer two real-life examples I recently encountered?
One made me click away, the other caused me to click the
"order now" button.  And, yes, I did purchase the product.

I've changed the name of the author in the first example to
protect the innocent (or not-so-innocent).  For the purpose
of comparison, in both examples the authors are selling info
products on the topic of e-publishing; nevertheless, what is
gleaned from each example applies to any product for any
industry.


Example #1: The Slipshod Approach

Let's call the author/seller of the first info product "Joe."

Nothing wrong with the first part of Joe's ad copy.  It was
convincing and compelling.  Where did his offer fall apart?
In his bonuses.

First of all Joe's bonuses were never mentioned until the
very end...well after the first, second or even third "order
now" button.  It was as if they were thrown in as an after-
thought, and a not very-well-thought-out bonus package at
that.  This positioning brings to mind the shady used car
salesman who tries a last-stitch effort with, "Tell ya what
I'm gonna do."  Tacky.  No thanks.

Secondly, most of Joe's bonuses were nothing more than eBooks
that you can find on any free eBook directory. Oh, and the
hundreds of reports with free reprint rights? Worthless!  Can
you see how quickly Joe's offer is losing credibility?

Thirdly, Joe offered a total of seven bonuses containing 21
eBooks, 650 reports with reseller rights, a software toolkit,
an eBook compilation service, a free email account, and free
subscription to an ezine...all this for Joe's one measly
little eBook and, as Joe stated, "to sweeten the deal."  This
sweet deal was rapidly leaving a sour taste in my mouth.
What was so wrong with his eBook that he had to offer so much
junk?

Furthermore, none of the bonuses directly complemented the
topic of his own eBook.  Why simply throw them in? Customers
are looking for a nicely-put-together package, not the
slipshod approach.

But, here's the straw that broke the camel's back.  Joe's
book was priced at $27.  How much would you think his bonuses
should be worth?  An additional $10?  $30? A doubled $54?
Would you believe over $1,000?  Get real!  The value of the
bonuses was grossly lopsided to the value of his own info
product.

Now, what value do you perceive that $27 eBook to have?  Most
likely, not much value at all by now.

Unbelievable!  Yes, quite frankly it was.

You've heard the old adage, "If it sounds too good to be true,
it probably is."  My sentiments exactly.  With so many
slipshod bonuses thrown in, it was simply too good to be true.

In short, it turned my interest to suspicion.

Let's put example #1's offer to the "Bundling Test."  Did
Joe's bonuses complete his product?  No.  In fact, they took
away from it.  Did the bonuses drown out his product?  Yes,
grossly.

Looks like the first example failed miserably.  Let's go on
to the next example.


Example #2: The Seamless Approach

Paul Myers, the author/seller of the info product in this
example, presents an excellent example of how bundling and
presenting your bonuses should work.

Paul's new info product was worth $97.  With this he bundled
three quality eBooks.  Already, he established value in his
offer.

Although I already had two of those eBooks, the way Paul
seamlessly wove the three bonuses into his product was
intriguing.  He made me feel as though those three eBooks
should not be read as stand-alones, rather that they were
integral to his own product.

How did he do this so seamlessly?

First of all, Paul took the time to explain in detail what
each bonus eBook contained.  He expounded on how each eBook
complemented his product, calling the bonuses "the primers"
to his course.  Not only this, he spoke personally about each
author of the bonus eBooks and what they could offer the
reader.

There was nothing presented as an after-thought.  The bonuses
were an important, well-thought-out, integral piece of the
puzzle.

Let's put Paul's bonuses to the "Bundling Test."  Did his
bonuses complement his product?  Yes, in fact, they completed
it.  Did the bonuses drown out his product?  No.  There were
three perfectly thought out bonuses, no more.  And, their
value to his product was reasonable, giving value to his own
product.

Bingo.

Now, I did not put out money for the cheaper $27 product.  I
did, however for the more expensive one.  Why?  Paul's example
created value, and much of that value was in how the bonuses
were presented.  In contrasting the two above you can clearly
see why.

And how did Paul end his ad copy?  With these words, of
course, "No $1658.97 worth of useless bonuses to waste your
time.  Just the stuff you need to get results."

Amen, Paul.

That is what you and I ultimately want, after all, isn't it?
Results?

Folks, there's a fine line between adding value to your
products and devaluing them.  Make sure you know which side
of the line your bonuses are on.

Use the "Bundling Test" to help you add value to your
products.  If your bonuses pass the test, your readers will
click.

Bundle away...but be sure you bundle for desired results.

------
Note: You have permission to reprint this article in its
entirety with the author's credits below.

Heidi Perry, the author of this article and a successful
entrepreneur, is editor of HomeBizBytes and co-founder of
HomeBusinessOnline.com.  Sign up for her popular newsletter at
http://www.HomeBusinessOnline.com/nsl.htm?hbb


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_________________________________________

              Tip of the Day
_________________________________________

         More Ideas on Bundling...

We established quality and quantity of bonuses in the
featured article, but may I offer specific bonuses that can
be quite effective?

These are thoughts to help you trigger your own ideas:

· eBooks
  Either purchase the reprint rights (if cost-effective),
  or contact the author of a few quality eBooks that
  complement your product.  Work out some sort of deal
  that benefits both of you.
· Access to Private/Member Site
  Provide a private area just for your customers to find
  hand-picked and updated resources, tips, a private
  discussion board to complement your product.
· Email Consultation
  A half hour of your valuable time by phone, by chat or
  by email can be intriguing to a potential customer.
  Consultations should be specific and should complement
  your product, i.e a website, marketing, copywriting,
  financial or other business evaluation.
· Subscription to an Ezine or Newsletter
  This could be your own newsletter or make a deal with
  another publisher.
· Discounts
  Offer an exclusive discount either for your own products
  or services or make a deal with another merchant.

Off-line bonuses work equally well, whether your product is
digital or tangible.  They could include magazines and
off-line newsletter subscriptions, books, services, discounts,
gift certificates and so forth.  Just be sure that what you
offer complements your own product you are selling.

Think outside the box, get creative and you'll come up your
own wonderful ideas.  You can make a valuable offer they
simply can't refuse!

-----
If you have a unique tip you'd like to share, I'll post it
here with your credits.  Email your tips to me at
mailto:Editor@HomeBusinessOnline.com


_________________________________________

            Download of the Day
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__________________________________________

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Send your feedback to me and I'll post it here with
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