Posts Tagged ‘value’

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The “Ginsu Doesn’t Hold A Candle” Bonuses

By Brian Terry on Saturday, December 8th, 2007

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One of the things that I have found very effective in writing sales letters is to include bonus items that OUT-VALUE the actual product that you are offering.

Ginsu made this one famous. They were selling a set of steak knives, but before the commercial was finished, you had so many bonus items on the table it was hard to refuse.

You had butter knives, paring knives, knife sharpeners, butcher knives, knives, knives, knives! Remember what the commercials would repeat…

…”but wait, there’s more!”

While there is no hard-and-fast rule for how many bonuses to include, there are three “laws” that I feel should apply to all bonus offers…

Law of Relativity: First things first, in order to get maximum benefit from your bonus offers, they need to relate to the main product itself.

Law of Exclusivity: What you want to avoid in bonuses is giving away something that is available on a gazillion different websites.

Law of Quality: This SHOULD go without saying, but I must bring it up. Make sure your bonuses are *high* quality. Not some cheap eBook that has no value in its information.

Do you apply these 3 laws in your website offers?



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The Law of Value

By Brian Terry on Friday, December 7th, 2007

Another reason why we buy things is because of value.

I once heard a friend of mine tell a story about her immigrant grandmother. Her grandmother came home with two pairs of jeans that didn’t fit anyone in the entire family. My friend asked her, “Grandma, why did you buy these jeans when no one can use them?”

Her response? “They were such a bargain - I saved more than $40!”

The point is this: we all love a good deal. We buy things because they are valuable to us.

Now, there are two basic ways that we judge value…

1. Quantity. Two for the price of one. Buy one get one free. Free medium drink with any hamburger order. Extra value meal. Free installation with any satellite purchase. Thirty days free to new members. These are all ways of providing MORE quantity for the same price. And that, in our estimation, is a determining factor in how valuable something is.

After all - what’s more valuable: A large pizza for $14.95 or a large pizza with a free 2-liter coke for $14.95? Obviously the free 2-liter coke adds more value to the order. That is a quantity increase. And it prompts us to order, simply because it is more “bang for the buck.”

In direct marketing it was a collection of THOUSANDS of “money making reports.” Online, it’s a collection of dozens of “ebooks.” Neither of these usually has a lot of useful information in them — but there sure is a lot of them! And many people buy because of the sheer volume they represent. It just sounds like an awful lot for the price tag that is attached.

2 Quality. The other measuring stick of value is quality.

(more…)



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