With information products, there is a mistaken belief that increased volume equates to increased value. There are numerous examples of this where dozens of free eBooks are bundled up for bonuses or in exchange for an opt-in. This is utterly pointless! If your bonus product or package doesn't add genuine value to your main offer, you're wasting your time. In order to make the product created from your IP more desirable you need to...
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There are a number of ways to do this, including...
Adding different types of media:
People learn in different ways. If you are supplying audio or video files, add a transcript and worksheets to make the information easier to understand and put into action. If you are just supplying a transcript, offer the audio file too.
Conversely, if you are trying to describe a software process in text, supply a short screenshot video that will show users exactly what the process is. It's probably going to be far more effective too.
Adding supplements:
Additional information that provides more in depth understanding or additional resources can make very useful bonuses. Just make sure any supplements are extra and not part of the original product or they won't be seen as a bonus.
Provide a mini course:
This can be done by providing information sequentially (once a week or once a month) that is complementary and provides further education about your product. Delivery can be as simple as sending emails or access to a membership site.
Provide personal service:
Consider things like free consultations, product or website critiques, email or phone support. All these things add genuine and perceived value to your main offer. This means more sales for you and significant extra value for the buyer. It's a win win all round!
An important point to remember is that most of these extra value bonuses that align to the main offer can be created free or for very little cost. You just need to get creative in your thinking. What information could you provide in addition to the main offer that would really benefit the buyer?
Also, consider offering different packages. For example; Gold, Silver or Bronze. All packages should be based around your core product but by adding some of these bonus ideas you can very easily create package options and different price points. Some people just have to have the best and will go for the gold package every time which means more profits for you!
As promised, let's work through the '20 Ways to Add Real Value to Your Information'
All of these are intended to provide real value, not just bulk and can easily be applied to selling physical products as well as information products. This is not an exhaustive list and you are only limited by your imagination. Bonus information and services can provide genuine extra value for your clients and a real incentive to buy.
1. Relevant Software:
An obvious example using software with a physical product is digital cameras for photo editing. There are plenty of freelance software developers at upwork.com and freelancer.com who can quickly and easily design small bespoke programs for information products. For example:
- Software for a cookbook that provides a recipe database or search function.
- Household 'How to' books that could include software for design projects.
- Coaches and consultants could offer books with work planning software .
2. Proprietary Data:
Anything that's useful and not easily available.
- Client case studies that show stats, techniques, tools and results gained.
- Relative websites, on and offline publications and online resources.
- Personal knowledge and experience that can be packaged as proprietary data.
3. Bundled Services:
Use bundled services to increase enjoyment and usability of the product. Software and consulting time are good examples.
- Offer software installation as a bonus. Pay someone to do this for clients and include it in the price.
- Offer personal consulting time as a bonus when buying a training system or information. In most cases it's never used but it's reassuring to clients.
4. Expanded Information on Related Techniques:
Offer information that is closely related, expands on the core product and makes it even more useful.
- For tax consulting , you might offer information on retirement planning.
- For web design, you could offer information on SEO or social media marketing.
- For marketing services, you could offer information how to write a press release.
5. Audio Files to Increase Learning:
The simplest example, is to create an audio book or recording from an eBook or other document. It's so cheap and easy to do and makes it much easier to consume your content. They can listen to it on the go by putting it on their smart phones. So many people use headphones now, it's almost second nature!
- A consultant might record their sessions for clients and offer them as a download.
- Audio interviews of successful clients can be offered for useful tips and motivation.
- Audio training and tutorials can be a very useful addition to a text version.
- Audio recordings of meetings, workshops and seminars save time. As mentioned, they can be listened to in the car or in person on a smart phone.
6. Video for Learning Clarity:
Some people learn best by watching how something is done. A few minutes of video can be much clearer than pages of text. This is especially true where detailed instructions need to be followed. Video is the current trend due to very limited attention spans and should definitely be considered.
- Computer screen recordings are best for software and other 'How To' guides. All you need is a decent headset with a boom mic and free software like Techsmith Jing.
- Smart phones and digital cameras can be used to record events and personal presentations.
- Consider using video training for 'Expanded Information' and other content.
7. Worksheets and Checklists:
If you sell consulting, coaching or any form of expertise, checklists can be very useful. They offer simple clarity for the way forward and are easy to refer to as a reminder. They make your product quicker and easier to use and generate better results. Worksheets get clients directly involved and provide a means to work through your product.
- Checklists can be used for easy start guides, progress measurement, sequential steps and reminders. They offer reassurance and basic support for your product.
- Worksheets can be provided before a course or consulting session to give the provider a better idea of the level of support required.
- Worksheets provide a means for clients to add their personal input during a course or instruction, enabling a better and more personal result.
- Worksheets can be used for clients to set written goals and targets.
- Adding a worksheet or workbook to an eBook or other materials changes it to a program and significantly increases its perceived value.
8. Phone or Email Consultations:
Offering personal consultations are a very good way to reassure clients. It proves what you're offering is real and gives clients peace of mind that if they need help, you are there to support them. It also creates a bond with clients which is likely to result in paid consultations and buying future products. Free phone or email consultations are highly valued and can make the difference between making a sale or not!
- If you don't want to use your own number consider taking a toll free one.
- Set a time limit if you're concerned about consultations taking too long.
- In reality, most free consultations aren't taken advantage of so the benefit of sales outweighs the concern of using too much personal time.
9. Exclusive Follow-Up or Free Subscriptions:
For time sensitive information where change is frequent, regular updates can be essential. For other topics it's a convenient bonus. Updates and follow up information can simply be provided by email or by providing access to a facebook page or membership site and will add significant value to your offer. Follow up information and subscriptions greatly help to increase customer satisfaction and reduce refunds.
- Updating SEO and online marketing methods which change quickly.
- On or offline product or information resources that change frequently.
- On-going product tutorials and updates.
- Unadvertised bonuses.
10. Case Studies:
A case study illustrates the finer points, usually by comparison. It uses real life examples that add clarity about how your product or service works. By breaking down and segmenting the process, it makes it much easier to understand. A case study is a very useful bonus to help clients get the most out of your product.
- Interview different users of a product, both successful and unsuccessful and compare the results.
- Record or track the progress of clients to analyse later.
- Assess and record different product options and how they affect the outcome.
11. Sample Text Scripts and Ads:
Using proven text templates, sales letters, scripts and ads can be very beneficial for clients who need to copy a successful sales or marketing process, fulfill a service, follow a system or create a product.
- Sales scripts, ads, headlines or email follow up sequence.
- Website templates, graphic or video files, audio instructions.
- Spreadsheets, planners, guides, publishing templates.
12. Free or Discounted Updates:
Software is a typical example. Offering free updates is a major bonus for those investing in software. People don't want to have to pay every time a new update is released. Guaranteeing free updates is a good way to increase sales.
- If a course content changes regularly, offer free updated lesson plans.
- If you sell printed information, offer free updates by email.
- As well as software, offer free updates to digital books and other content.
13. Spreadsheets:
If your product is regularly changing and can be measured in stages, then spreadsheets can be a very useful bonus to offer. Because they're interactive your clients can get involved in the skills you teach. When they get actively involved with spreadsheets it increases their chances of success. Good examples are:
- Tax and financial planning.
- Diet programs for calorie counting, food measurements and weight loss.
- All types of project development costs and budgets.
14. Bookmarks and Favorite Collections:
Bookmarks of your favorite websites related to your product or service can be extremely useful as a bonus. It provides clients with precious online resources that you have built up over time which could really fast track their process. You could also become an affiliate for some of those product resources and earn commission in the process. Some useful favorite links might be for:
- Local support services.
- Industry specific news sites.
- Marketing and product development sites.
15. Access to Membership Areas:
Most people want to belong to a community and hate being excluded from something. Membership areas also offer the opportunity to interact with others who are striving to succeed in the same area. As such, a membership area offers real value for mutual support and ideas.
- A facebook page is free and easy to set up along with other social media groups.
- Free and low cost membership sites are another option.
16. Contact Lists:
Service providers are ideal for supplying a list of contacts which include addresses, phone numbers and websites for suppliers and services. However, make sure they are genuine good quality contacts which are reliable and up to date or it could backfire.
- The more exclusive they are the more valuable they are as a bonus.
- Consider asking your contacts to offer a bonus to your clients to make your list even more valuable.
17. Recommended Resources:
An outline of books, websites, social media groups, publications, products and services that will help your clients get more from your product or service.
- Only mention things that offer significant value or you devalue the bonus and risk annoying the recipient.
- Be careful what you recommend. It's your name resting on the recommendation!
18. Quick Start Guides:
Similar to a checklist, a quick start guide in text or video is a system that simply explains how to get started with the basics so the user can get up and running quickly.
- For software, simple instructions how to install the program and use basic functions.
- For courses and training programs, a quick start guide can be used to get the best out of the program and what to do and in what order.
19. Tutorials and Self Assessments:
Provide product tutorials that are easy for the client to understand. If it's a complex instructional product, you might want to set up self assessment tests on-line to make sure they are ready to go to the next level. It's reassuring for a client to know that when they buy the product there are systems in place to both teach and assess them.
- In depth tutorials provide more product satisfaction and reduce refunds.
- Course instructors and students can use self-assessment to identify the level of understanding at any given point, before moving onto the next lesson.
- Self assessment identifies weak areas and where extra support is needed.
- Consider questionnaires for self assessment and feedback too.
20. Hard Copy Materials:
Hard copy materials add a tangible and high perceived value to digital products. It's something they can hold in their hand and refer to at anytime. Also, sending an actual physical package provides a sense of anticipation, shows that you are prepared to go the extra mile and makes you stand out. Examples might be:
- Bonuses and follow up material.
- Gift certificates and preferred customer invitations.
- Books, reports and guides.
Summary:
Conclusion:
It's all a matter of perceived value. The goal is to give more than they expected for the price they paid. In doing so, you will increase sales, customer satisfaction and customer loyalty. Yes, it takes a little bit of thought and effort but it will be worthwhile.
By making your bonus both useful and highly desirable, it makes the core product even more attractive and will greatly increases the chance of a sale. Information created from your IP is cheap to produce. You just need to offer the right bonus to make a big difference in your profits. By doing so, you also create a USP for your product and make it much for appealing to license.
All products ready for licensing can have a free listing on this website. If you need any help with getting your product ready for licensing and marketing it, please don't hesitate to get in touch using our contact page.