Ever come across an online course with 50 bajillion bonuses that seem randomly thrown together and added just to boost the total value?
Yeah, me too.
Even if your potential customers don’t complain, you’re missing the whole point of bonuses.
The reason bonuses exist is not just to sweeten the pot and crank-up your overall value…
Bonuses are meant to add urgency to the purchase and to overcome specific objections to buying your offer.
How can you use bonuses to create urgency if you give them randomly selected items?
Well, you can’t.
You can encourage action taking by putting a limit on something.
Are there a limited amount of one-on-one calls with you available as a bonus? Is there a fast-action bonus that disappears if they don’t take action by a certain date?
I know the talk of fast-action, countdown timers, and limited-time offers causes some business owners to break out in hives. But you can be straightforward and ethical about how you offer your bonuses, while still leveraging their power to push buyers to a decision.
The fact is — most people need urgency to get off of the fence and take action. And that’s not a bad thing if you’ve actually put together an offer that’s going to solve a problem or pain point, and help them get what they want.
Without your product, the person isn’t going to get the transformation they actually want. So, you can stop feeling guilty for ethically using urgency.
Now, let’s talk about objection-busting bonuses…
Money is almost always an objection, but it’s especially critical to overcome as your price point rises.
Maybe they truly don’t have the funds to buy your offer — that’s a legitimate objection.
But more often than not, they don’t understand the value of what you’re offering.
What’s the value BEYOND dollars? Will it save them time? Improve their health? Decrease their stress? Improve their skills? What’s the real-world value of the benefits they can expect from implementing your offer?
So often my students undercut themselves here. They see it as a by-the-books exchange of dollars for a product. That’s NOT what you’re selling. You’re selling the transformation, what they want to gain, or what they want to get rid of!
With a Tiny Offer, that’s priced somewhere south of $97, the money objection is sort of automatically overcome. Money is less of an issue here because it’s in the impulse-buy price range. But your offer should be worth a lot more than the price tag, and deliver incredible benefits for your customer. And you still need bonuses.
What the Tiny Offer does is start building your brand awareness and interaction in a way that some people wouldn’t be able to experience if they don’t have the funds to invest in a $5,000, or $10,000 program.
Another layer deeper we get to internal, external, and vehicle ojections.
The internal objection sounds something like, “I’ve tried getting this result before and failed. I don’t think I can do this.”
To overcome this objection, you meet them where they are in the copy itself and in the bonuses.
Let’s say you’re offering a fitness program that helps people chisel their obliques. But you know one of the main objections is that they’ve failed on ab programs before. You can counter this head-on in the copy, and you can offer a “Success Mindset Workout” as a bonus.
External objections are going to be like, “My husband doesn’t support me. I’m from a small town, and there isn’t enough business here. My list isn’t big enough”… and so on.
In order to overcome these objections, you must know what they are. Know your customer — it’s required.
When you know, for example, that not having a spouse’s support is an objection, you can address it, again in the copy, and in the bonuses. A bonus might be a guide called: “101 Ways to Ask for the Support You Need from Your Spouse — without Starting an Argument.”
Or if being successful with your offer depends on Facebook ads, you better believe some would-be buyers will balk.
So, give them the “Simplified Facebook Ads in a Day” bonus and knock down two objections in one swoop. (“I don’t know how to run ads, and I don’t have time to learn.”)
Now, for the vehicle objections — the vehicle has to do with how the course is delivered and who is delivering it — you.
This is where your bio, money-back guarantee, testimonials, and social proof come into play.
They want to know:
- You’re the right person to help them get results.
- Your methods will work for them.
- They have a remedy if your offer falls short.
How to address this one with a bonus?
Let’s say they’re skeptical that the mode of delivery works, you can offer them a done-for-you schedule to ensure they get the coursework done, or a guide on getting the most out of XYZ offer, or “21 Proven Ways to Get the Results You Want Out of XYZ Offer.” You get the idea.
Bottom line — when bonuses are done right, you can start literally solving their problems for them, before they even realize that those problems exist. And that’s when it becomes an irresistible product suite vs. an “okay offer.”
Listen to the companion podcast episode, and be sure to leave a review and enter to win access to the Tiny Offer Lab Self-Study Course.