By Terry Thomas
Have you ever ordered something by mail that you really weren't that excited about, but the bonus offered was so good that you just couldn't pass it up? Millions of people order products and services every day simply because of the bonus offered. Great bonuses increase the perceived value of an offer and result in a greater number of sales.
A great example of this is the bonuses used by major magazines to solicit new subscribers. They offer free videos, books, clock radios or other products that seem to have high value. They tell you that you can "keep the bonus" even if you aren't happy with the subscription.
Does it work? You bet it does. Magazine publishers sell millions of subscriptions just because people want the bonus, not because they necessarily want the magazine. You see, if people wanted a subscription, they would have ordered one long ago. But the bonus made the offer so valuable and interesting they were moved to action and ordered. This is the key--the bonus offer should be so good that it makes it hard to say "No."
Sure the bonus costs a little bit, but not nearly as much as its "perceived" value. And, since the hardest thing to do is to secure NEW customers, it's well worth the extra expense. Once you have the customer, you can sell them again and again.
Think about your own offers. Can you offer something--information, a product, cassette or something else? The bonus should compliment your product or service and increase its value. If possible, guarantee that the customers can keep the bonus even if they return your product. This gives the customers confidence in ordering. You want to take the risk of making the buy decision away from your customer and make the offer so good that it's hard to turn down.
This method of selling works because people feel they are getting something for nothing. Of course, some people will take advantage of your free offer and return your product. But the percentage that do this is very small. Like I always say, you should NEVER sell anything that you would not be comfortable buying for yourself. So, if your product is good, you won't have to worry about too many people returning it just to keep the bonus.
So, go that extra step and offer something of value as a bonus.
Terry Thomas is the President of TJT Publications and International Marketing Connection, Inc. He has owned his own businesses since 1987 and publishes the innovative and provocative newsletter, MAIL ORDER MARKETING NEWS. This newsletter provides a continuing education in mail order, along with success tips, marketing strategies, and money-making opportunities. For a FREE sample issue and mail order catalog, send three loose First Class Stamps, or $1 to TJT Publications, P.O. Box 55685, Valencia, CA 91385.
