How do we get people to say "yes" today?

How do we make people feel stupid saying "no" to our offer?

The answer is bonuses.

The Power of Bonuses

Bonuses play a crucial role in compelling prospects to act immediately.

Something I've learned over time is why infomercials work so well.

They often say, "You can buy this knife for $19, but you also get 38 other knives for free!"

If they offered 38 knives for $19, it would be perceived as less valuable than one knife for $19 and 38 free knives.

This psychology leverages two anchors: price and value.

Stretching the Prospect's Mind

When you present an offer, you anchor the price and value in the prospect's mind.

By introducing bonuses, you stretch this perceived value without lowering the price.

Instead of offering discounts, you can provide one-time bonuses to create urgency and compel action.

Structuring Bonuses

Bonuses should be structured to enhance the perceived value of your core offer.

Reorganize your list of solutions into core offerings and bonuses.

This approach makes the offer more compelling and easier for prospects to understand.

Example:

Instead of saying, "Here is one comprehensive service," say, "Here is the core service, and these are the additional bonuses you get."

This presentation makes the offer seem more valuable because human minds are better at counting discrete items than understanding intangibles.

Key Points for Bonuses

  1. Value Should Eclipse Core Offer: The combined value of bonuses should exceed the value of the core offer.
  2. Psychological Impact: The core offer seems even more valuable, if bonuses are more valuable.
  3. Scarcity and Urgency: Enhance bonuses with scarcity (limited units) or urgency (limited time).

Implementing Bonuses

  1. Special Names with Benefits: Name each bonus with a benefit in the title.
  2. Relate to Their Issues: Explain how each bonus solves a specific problem.
  3. Provide Proof: Use stats, client testimonials, or personal stories to validate the bonus.
  4. Vivid Imagery: Paint a picture of the prospect's life after using the bonus.
  5. Price Tag and Justification: Always assign a price to each bonus and justify it.
  6. Tools and Checklists Over Things That Require Time and Effort: Tools and shortcuts are perceived as more valuable than additional content.

Addressing Specific Concerns

Each bonus should address a specific concern or obstacle the prospect has.

This not only solves their current problem but also anticipates future needs, increasing their confidence in your offer.

Advanced Bonus Strategies

I’m a big fan of leveraging affiliate products (other people's products) as bonuses.

Here's why:

  1. Giving Away Products: You can start by giving away other businesses' products.
  2. Pre-Negotiated Discounts or Free Units: Enhance your offer with exclusive deals.
  3. Affiliate Commissions: Get paid for referring other businesses' products.
  4. Exclusive Features: Offer unique features or benefits exclusive to your clients.

Example:

Imagine you run a chiropractic clinic and offer a $1,000 back relief program.

You could include:

  • Free massages from local therapists.
  • Discounts on orthotics and bands.
  • Meal prep services.
  • Supplement discounts.

These additional offers can make the perceived value far exceed the cost, and you can even earn affiliate commissions from these partnerships.

Conclusion

Bonuses are a powerful tool to increase the perceived value of your offers and compel prospects to act quickly.

By strategically structuring and presenting bonuses, you can enhance the attractiveness of your core offer, address specific concerns, and even generate additional revenue through affiliate partnerships.

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