Posted on: 30 June, 2003

Author: Brian Holte

As ebook ... we ... strive to develop new ... products that wehope people will find value in, open up their wallets and ... hand over their ... dollars to us in the As ebook publishers we constantly strive to develop new information products that wehope people will find value in, open up their wallets and graciously hand over their hardearned dollars to us in their hope of learning something new or finding an immediatesolution to fix whatever problems they may be experiencing at that moment in their life. Icall this a hunger for curable knowledge, a fixer upper of sorts. It is often a battle formany of us to decide on a realistic price that we believe the potential customer willperceive as fair value. We all know, at times, this can be a painstaking task. We bounceback and forth between prices, testing out the waters, trying to find just the acceptableprice range to motivate the visitor to make that all important decision. It’s easier saidthan done. As marketers we have the temptation of offering bonuses as a way to increasethe perception that this info product we worked hard to develop is actually worth theprice were asking. But when does this strategy reach the plateau of overkill? To thepoint where offering so many extra bonuses to entice the visitor to buy at the price of$27.00, instead are we not actually implanting the emotion of doubt in our visitors mind? Another difficult question to answer. As we all try our best to try and put ourselves inour customers shoes, to try and figure out what their thinking when they see our offer, butwere not all psychic. Could our customers be thinking “If the author is offering thismany bonus ebooks in his or her offer to entice me to buy this one ebook is theinformation in that ebook really worth the price?”. Then there’s alway’s the argumentthat adding many bonuses to an existing offer definitely increases the chances for a sale. Raises the perceived value of course! I agree that this type of marketing does work, butonly when applied to a book that we are asking a much higher price for, such as $97.00. Asking people to fork out that kind of cash can be pretty risky simply because manypeople can’t afford the asking price, or figure it’s not worth it. Whatever informationthat is contained in that ebook had better be hard to come by information or thepercentage of refund requests could be high. To avoid this potential downfall is whenoffering bonuses should come into play. But the bottom line is this, if the informationcontained in the ebook your offering is truly valuable why bother offering a bunch ofbonuses in the first place, possibly risking making your prospect suspicious? Noteveryone perceives the same way. If they take the risk (and a lot of people who purchaseonline feel they do take risks when making a purchase) and buy your info productwithout any bonuses and like what they read, as long as it helped them, most of the timethey won’t ask for a refund, and you’ve made a sale and everyone’s happy. Longextended no questions asked money back guarantees can be a great way of putting yourprospects fears at ease, but sometimes it can backfire to. But even more importantly thanoffering bonuses, 1 year money back guarantees and all the rest, it’s absolutely criticaland probably the most important part of closing a sale is to have your contact informationin plain view on your site. A place they can call and to talk to a “real person” beforedeciding to buy, and a physical address, not a P.O. Box. More often than not that’s allthat’s required besides good ad copy, but I see many sites in my web surfing adventures who fall short onproviding that information. As a customer would I buy from them...not a chance. Source: Free Articles from