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How to Convert More Customers: are You Using Bonus Offers the Right Way?

Are you cheating yourself out of additional revenue? Even more importantly, is there more that you could do for your customers to ensure their success and happiness?

What if you could kill two birds with one stone and drastically increase the amount of money you earn while providing your customers with the information that they want so badly.

I’m talking about adding something as simple as a bonus to your sales page. It’s incredible how something so small and inconspicuous can have such a dramatic impact on your business.

By adding a bonus, you provide the incentive that some people may need to stop procrastinating and to start improving their life with the help of your product. It’s a way of potentially convincing someone that may be on the fence about purchasing your product to take the plunge and better themselves.

It’s also a way for you to distance yourself from your competitors by converting more traffic into paying customers. I think it’s fair to say that adding a bonus to your sales page is a win-win situation for everyone involved.

Of course the idea of providing a bonus as incentive isn’t exactly groundbreaking. Everywhere we look, a business is offering some additional bonus. Think about the last time you tuned into an infomercial.

“But WAIT…THERE’S MORE! By ordering your 6 foot long ninja sword TODAY, you’ll also receive a pair of wooden nun-chucks for FREE!”

…or something like that. The REAL issue isn’t that people aren’t adding bonuses (because they are), it’s that most people are including bonuses with their products the wrong way, and they’re losing sales because of it.

Even if you don’t have a product of your own, including a bonus the RIGHT way can help increase conversions and put additional money in your pocket. What I’m going to show you today will work with affiliate offers as well.

How to Create Your Bonus in 5 Minutes or Less

No, you didn’t read that wrong. There is a way to provide your potential consumers with an incentive without having to do any additional leg work.

This means no spending time, money, and resources trying to craft a bonus that you aren’t even sure that your consumers will want.

Before I show you exactly what to do, I want to share a quick story about one of the students that I coach named Mark.

Mark joined my Diamond Coaching Program a few years back. He was highly motivated to succeed and had a unique angle in a very unique (but lucrative) niche. I had no doubt that he would succeed.

Mark created this monstrous training course that contained a ridiculously large ebook, training videos, and even live training sessions through Skype for everyone that signed up for his $199 program.

For those that had a problem within his niche, his course was undoubtedly the go-to resource as it was so immense and so informative that it could solve any potential issue that may arise.

When mark launched his program, it was successful, but wasn’t THAT successful. For the amount of traffic he was receiving, he should have been absolutely killing it. He was leaving A LOT of money on the table and he couldn’t figure out what he was doing wrong, so he contacted me for help.

I took a look at his sales page and within minutes, saw a glaring issue that was holding him back. He WASN’T offering a bonus.

Instead of taking the time and money to create a brand new bonus to offer on top of his already tremendous training course, we decided to simply take what he already had and repackage it.

What do I mean by that? Remember, his course contained an ebook, training videos, AND a live training session for $199. So, we took the ebook and the live training session and offered it for the same price of $199…

Then offered the training videos as the bonus!

It’s the exact same offer, but packaged in a different way and all it took was 5 minutes of tweaking the text on the sales page.

The result? Mark’s conversion rate increased by a whopping 84%. Again, we didn’t offer anything different to the previous offer. All we did was repackage it so that part of the course was given away as a free bonus instead of the main offer.

When you’re giving bonuses, you sell the product, and you give away the bonuses for free. You should NOT sell the product and bonuses as a packaged price.

Your Bonus Needs To Relate To Your Product

When I first began internet marketing many years ago, I wanted to learn as much as I possibly could, so I signed up to 20-30 different email lists so that I could analyze how their offers were prevented.

Within a very short period of time, my inbox was literally flooded with spam. I was being bombarded by offer after offer, which was quite honestly, very off putting.

This of course taught me exactly how NOT to treat my subscribers. There was no building trust or creating a relationship of any kind, it was just offer…offer…offer.

However, I did notice a specific pattern among many of the marketers. Often times they promote the EXACT same products at the EXACT same time.

Obviously, this was carefully orchestrated because they each positioned the offer in a different way. Along with the main product, each marketer would add in their own bonuses to “sweeten the pot”.

This means that for people who were subscribed to several of the same lists, their offers were differentiated by the bonuses that they offer. That was how the ONLY way that they positioned their offers differently.

Out of sheer curiosity, I decided to take a look at the program they were promoting AND the bonuses that they were offering alongside it.

What I saw had me absolutely dumbfounded!

The product they were offering was a high ticket item that cost $999. That’s a big referral commission for anyone that sells that product! That’s not the bad part.

As a bonus some of them would include EVERY product that they’ve ever created.

To me, this is absolutely insane. For starters, it completely devalues the products that they own if they’re willing to give them all away for a quick sale, but what’s even worse is that some of the products in the bonus had absolutely NOTHING to do with the initial offer.

That means, that they were attempting to sell a product worth $999 by enticing their subscribers with free, additional products that didn’t compliment the $999 product AT ALL.

That would be like if you headed into a sporting goods store and the sales rep tryied to persuade you to buy an expensive canoe by offering you a free Hello kitty lunchbox.

OBVIOUSLY, you’re in a sporting goods store because you’re interested in sporting goods. So why the hell would you want a Hello kitty lunchbox????

It doesn’t make sense!!

This is why I firmly believe that EVERY bonus should complement the product being offered. Just because your bonus is cool, does not mean that the person you are promoting it to will find any value in it…unless it coincides with the original offer.


You’d have to be a crazy person NOT to add at least one bonus to your sales page. Heck, many successful marketers add several.

The best part is, you don’t NEED to bend over backwards to create a tempting bonus. All you need to do is repackage the offer you already have!

If you do feel like creating a bonus for your audience, then be sure that it is relevant and compliments your offer in some way.

Feel free to leave any comments that you may have in the section below!

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About Sean Donahoe

Sean is one of the most recognized industry leaders in business and marketing. As a popular speaker, author, consultant he has helped over 50,000 students world wide find success in their businesses and has consulted with Fortune 500 companies and businesses of every size grow and thrive...


  1. Hi Sean,
    Great post and I’m Guilty as charged. I don’t know why I haven’t been offering bonuses but I need to go through some products and add some bonuses to them.

    A lot of times when I see a product launched that I want or need I usually Google the reviews to see if I can pick up something else of value. So the no bonus pitch would lose a sale to me.

    Thank You
    Roy A. Jones

  2. As always, insightful and valuable. It’s obvious, but so often overlooked or forgotten. Thanks!

  3. Great post, I am right now trying to develop a relevant bonus for an affiliate product that I am working on.

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