Where do you put your bonuses in your sales copy?

by Dayne Dylan Banned

Posted: 14 years ago 16 replies

COPY WRITING

Question for those of you who are really good at writing converting sales copy...

When you offer multiple bonuses with your product, do you put it after the main product, or do you put it after the price?

Option 1 would be: Main Product Description + Bonuses + Price + Guarantee

Option 2 would be: Main Product Description + Price + Bonuses + Guarantee

I'm starting to think I should put them BEFORE I announce the price this way they see EVERYTHING they will get.

If I go with option 2, they may stop after reading the price and not scroll down to see all the awesome bonuses.

Thoughts? What order do you suggest?

#bonuses #copy #put #sales

Alex Cohen 14 years ago

Depends.

If you've already established overwhelming value, you can put them after the price.

If they're a major part of the value proposition, before.

Also, consider the flow. Where is the transition more natural?

Alex
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- Matt Morgan 14 years ago
  
  Below the bullets but above the price perhaps? (i have seen this format many times)
  
  -Bullet
  -Bullet
  -Bullet
  
  -Bonus 1
  -Bonus 2
  -Bonus 3
  -Bonus 4
  
  -PRICE:
  
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Dayne Dylan Banned 14 years ago

Well, considering this is an info product that is around $97-$127, I am thinking of adding the bonuses before the price. For some reason, it makes sense to funnel it down like this (with testimonials sprinkled throughout)...

-Intro
-Benefits
-Main product info
-Bonuses
-Price
-Guarantee
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- Alex Cohen 14 years ago
  
  DD,
  
  If you're looking for a good sales letter outline, Yanik Silver has a free PDF with audio explaining one here ...
  
  http://www.surefiremarketing.com/14-...ysis_ebook.pdf
  
  Alex
  
  Thanks
  
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JasonParker 14 years ago

I always put bonuses after the guarantee... right before the close.
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- colinjoss 14 years ago
  
  Hey Dayne,
  
  The purpose of the bonuses is to knock the prospect of the fence. You've got 'em wanting your main product but they're still uncertain about handing over their hard earned cash.
  
  Bonuses help persuade the prospect to buy. It's the old "But wait! There's more..."
  
  So I put the bonuses after the guarantee, and right before the close.
  
  Colin
  
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Dasilvad14

Banned 14 years ago

[DELETED]

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Rezbi

14 years ago

Originally Posted by Dasilvad14

Ok no offense to anyone but everyone is wrong. Coming from someone who does bonus' and has had much success because of it over $250,000 worth of success... The owner of the product NEVER states the "bonus'" they state: "extra for the first xx amout of buyers" then you only list about 1-2 and let your affilaites due the rest. I'm not giving my secrets but I can tell ya this... The product owner should NEVER state their own bonus'. Let your affiliates do that

What if you don't have affiliates, or don't intend to?

Thanks
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Hugh Thyer 14 years ago

Originally Posted by Rezbi

What if you don't have affiliates, or don't intend to?

My thoughts exactly. There's more to this world than affiliate programs. People in the real world buy things too.

Anyway, there's no right or wrong answer. Typically I put the bonus in straight after the price to immediately add value.

But I'm writing a piece at the moment where the bonuses, once implemented should pay for the entire product within 2 months. So I get this right up the front that the bonuses themselves basically make the main product free.

If the offer's good enough, they can be introduced from the headline.

But then you can hold one back until the PS.
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Dayne Dylan

Banned 14 years ago

So more like this?

-Intro
-Benefits
-Main product info
-Price
-Guarantee
-Bonuses
-Close or BUY button?

Or do I put the "buy" option right where I put the price?

Thanks
1 reply

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JasonParker

14 years ago

Originally Posted by Dayne Dylan

So more like this?

-Intro
-Benefits
-Main product info
-Price
-Guarantee
-Bonuses
-Close or BUY button?

Or do I put the "buy" option right where I put the price?

I haven't really thought about my whole structure of a typical letter, but maybe this will help you... I guess this is how I typically do it... I'm probably missing some stuff, but that's because I wing it...

Headline
Video
Proof
Intro with Big Promise
Empathy
Credibility
Big Promise
Introduce Product
Benefits and Bullets
Build Value
Overcome Objections
Have Prospect Imagine Benefits Vs Current Situation
Price Drop While Building Value
Reveal Price
Reason Why Price is So Low
Guarantee
Bonuses
Close
Call To Action
PS

I mean... that's probably the structure of a lot of my letters... and that's the theory... but there's way more to it than just theory. Every sentence has a purpose.

Just something to think about... hope it helps ya.

[ 1 ] Thanks

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Hans Klein 14 years ago

Hi Dayne,

The short answer is it depends on how you're using them in your copy.

For instance, maybe your bonuses act as...

* A "Fast action bonus" where you offer a limited number to the first action takers. At which point, it likely fits closer to the close.

* A key addition to main your product... at which point, it might fit closer to when you describe your main product.

* A price justification. For instance, maybe the bonus is an expensive seminar, which would normally cost double the price of the product. In this case, it likely comes around the point when you reveal your price.

And the possibilities go on. You might even have an extremely valuable bonus that you allude to very early on in the copy.

So, it really depends what the bonus is... and how your copy is flowing.

But, here's the thing: Far more important than where you describe the bonus... is what the bonus is in the first place.

Often marketers think... any type of bonus will boost response. Not so.

The purpose of a bonus is to sweeten your offer... and push the prospect over the edge. Make them feel like they're getting an incredible deal. Drive desire. Drive action.

If your bonuses don't do this... then they may DECREASE your response.

So, really your question is a good one and I am glad you asked it... but how you can improve your offer is the most important.
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FuNwiThChRiS 14 years ago

Make your bonus part of the deal whenever possible. Most people won't read long copy for retail products (information and consultative type products are different). Here's an example...

Winkles and Sun Damage...Yuck! Get Younger-Looking, Younger-Acting Skin in 24 Hours!
Try Now for Only $8.99! Get a FREE jar of Age Defying Cream with every order!
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Mac Deyak 14 years ago

right after you have established your product description, benefit, and why they should buy it, it could be either before or after the guarantee...
Remember that the bonuses must be relevant and useful to your potential customer, and remember that how you sell the bonus can actually affect your overall conversion.

Before you go for the close, ALWAYS ALWAYS restate what they get as a package. I see so many sales letters that forget to describe exactly what the reader is getting, for how much, and what guarantee it entails. Then go for the kill with your kickass button. Basically the last johnson box before the final call-to-action should summarize the entire offer. You know you've got a crushing offer when that summary of your long copy can sell it self Good Luck

-Mac
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RahulNag 14 years ago

Thanks for your post Dayne. I have always mentioned the main three elements of the course I sell and then immediately include the bonuses. However, I am thinking after reading some of the replies here that that could be too much - there are 6 elements mentioned before the price reveal.

So I will change this to have the 3 parts of the course, price and then either bonuses + guarantee or price + guarantee + bonuses. I will let you know if it makes a significant change to conversions.
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wcmylife 14 years ago

Dayne,

If you are offering let's say 5 or 6 different bonuses which really add value, what you might want to do is offer 3 of those heavy bonuses before the price and then mention the price + guarantee and then use the scarcity model with a number or time frame attachment and throw in the other 3 bonuses. So your not only using all the bonuses to push the sale but your also pushing the customer to BUY now.

Keep testing - see what works and brings in the highest conversions.
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- Dayne Dylan Banned 14 years ago
  
  Thanks for all your great answers everyone.
  
  I have 3-4 bonuses that are exclusive and actually pertain and go hand-in-hand with my main product.
  
  So I think I may put them in before the price. This way, they will see just how much info they will be getting and be "wowed".
  
  I do like the idea of breaking up the bonuses a bit and maybe put a few near the end. I guess it is time to test.
  
  Thanks
  
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Where do you put your bonuses in your sales copy?

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