“I knew I’d been living in Berkeley too long when I saw a sign that said ‘Free Firewood’ and my first thought was ‘Who was Firewood and what did he do?'” – John Berger
Remember the old Ginsu knife infomercials? Remember how the pitchmen would pile on the free bonuses to get you to order? It went something like this:
“But wait, that’s not all! If you order in the next 30 minutes … I’ll not only send you the entire 36-piece set of Ginsu knives, I’ll include a second set absolutely free. And, you still get the free fisherman’s friend fillet knife, the free indestructible cutting board … and … etc., etc., etc.!”
Anyway, the reason they did that is … it worked! That is, it increased sales … sometimes massively. And all you have to do to see this technique used to perfection is tune in to late-night television and watch a few infomercials.
These people have it down to a science. They have to. It costs so much money to make and test an infomercial (easily $100,000 or more) that there’s no room for error. If you see one of these 30-minute spots over and over and over, pay close attention. It’s a winner!
Now, how do you apply this information to your business (or to your client’s business)? Well, since I don’t know what business you’re in … I’ll cover a few different examples.
If you sell information, you can add more information. Free book. Free tapes. Free videos. Free teleseminars. Etc.
If you are in a service business — dry cleaning, for example — you could offer extra free cleaning. One shirt free for every two the customer pays for — or something like that.
Are you a chiropractor? Offer a free exercise ball to strengthen your patient’s back. A dentist? Give the patient a free cleaning with his first paid appointment. In computer sales? Tempt your customer with a free deluxe office chair when he buys a computer from you. In industrial sales? Howsabout a free one-year service contract with the purchase of one of your widgets?
Whatever business or industry you’re in, you can use free bonuses to increase sales. Just be sure the bonuses have a high perceived value … and are easy (and cost-effective) to fulfill. (See the caveat below.)
CAVEAT: Be wary of tail. What’s “tail”? This: Let’s say you are selling a book and you offer a 30-minute free consultation to people who buy your book. That consultation is tail. You have now sold your time — time you are going to have to make good on down the road. Here’s a better idea: Offer a similar or complementary free report with the purchase of your book. You can easily fulfill that promise … and then you are free and clear. And your customer still gets increased value for his purchase. Use your imagination. How many ways can you think of to use free bonuses to increase sales for your business?
Word to the Wise: Pulchritude
“Pulchritude” (PUL-kruh-tood) is something that pleases the eye …
beauty. For example, “feminine pulchritude.”
ETR, LLC, 2003
If you’d like to suggest Early To Rise to a friend,
please point them to:
Do you have a good story about business? Success? Wealthbuilding? Something
that powerfully, tellingly or humorously depicts an idea discussed in ETR? If
so, we’d like to hear it. If MMF likes it we’ll pay you between $75 and $500
for the right to use it in one of the daily messages. Please send your story
EMAIL CHANGE? Now you can administer
your account online. Simply go to Subscriber Services:
and click the appropriate button.
To BECOME AN EARLY TO RISE MEMBER, with complete unlimited access to ETR’s
archived messages and priority access to MMF himself follow this link http://www.earlytorise.com/etr
or email firstname.lastname@example.org
To ADVERTISE in Early to Rise please email Will Bonner at email@example.com
NOTE: If URLs do not appear as live links in your e-mail program, please cut
and paste the full URL into the location or address field of your browser.
Please contact Patrick at 561-278-5167 if you have questions regarding your
account or are experiencing any problems receiving Early to Rise.
The inclusion of an ad in ETR does not constitute an explicit endorsement. It
does mean that as far as I know the product is not a rip-off. When I really
like a product and want you to buy it I’ll tell you explicitly. Otherwise, view
these ads the way you would commercials on TV or display ads in the back of
your favorite magazine. Check them out. Make a decision. If you don’t like,
ask for a refund. (All products sold here will carry refunds.)