Why I removed “Bonus” Content from my Sales Page
I’m not offering any “Bonuses” with my Truer Copy Mastermind. I’m not using that word to “sweeten the deal” or inflate perceived value. I’m also running on 5 hours of sleep right now, so I’m going to tell it like it is: Bonuses are stupid.
Here’s why.
This is the way “bonuses” typically work on a sales page. I’ll throw in some price framing bullshit too, just for funzies. (Dude, when I don’t get enough sleep, the swearing starts - sorry/not-sorry).
In fact, I’ll go really smarmy and salesy here. (If this doesn’t seem particularly smarmy or salesy to you, it’s because you’ve seen this so many times you’re numb to it. See my actual sales page for a refreshing change!)
What you get in this program!
11 hours of professional copywriter time to teach you how to write your copy, help you write your draft, and answer questions (a $2860 value!)
Professional polishing and editing of the 4 drafts you write during these 6 weeks (a $1040 value!)
4 templates for the 4 most important pages of your website: Home, About, Services, Sales page (a $320 value!)
PLUS: Access to a private Facebook group where you can ask questions and get feedback on your drafts from me and your fellow students for 6 weeks (a $150 value)
That’s $4370 worth of professional copywriting awesomeness that YOU get for just…
$1000!
And you can even break it up into 2 payments of $500.
But wait, there’s more!
You’ll also get access to 3 LIVE BONUS calls with guest experts, like…
Business coach Caroline Leon - She’ll tell you what to do to actually get those sales after you’ve written your gorgeous copy.
Website Designer Carissa Erickson - She’ll tell you how to take your Wall o’ Words and transform it into readable, beautiful design.
Instagram Marketing Expert Anyo, of Northern Bee Marketing - Learn how to use Instagram to grow your audience and increase your post engagement for more reach and more sales!
And if you sign up now, I’ll throw in 3 more Bonus Templates!
The template that shows you how to write your very own version of THIS sales page.
The template for an engaging, relationship building CONTACT page.
The template for an Unforgettable 404 page.
These BONUS templates will only be available to the first 5 people who sign up - so grab your seat and your SWAG BABY!
/EndExample
Okay, I’m getting a little barfy, so I’m going to stop here.
But you see what I did?
DO YOU SEE WHAT I DID.
Don’t fucking do that. (I know, I know, swearing isn’t entirely on brand for me. But sleeeeep!!!)
First, I price-framed (more on that later).
Second, I deliberately made the inflated, price-framed “total value” BIGGER, and the actual price you pay smaller. That’s to trick your brain twice over. You can make a price seem smaller by physically making the font-size smaller on the page.
And finally, that “BONUS” stuff? That’s to inflate your perceived value even more. To make you think you’re getting a better deal. Plus, a dash of Urgency (if you buy now, you get!!) to further hijack your logical decision-making processes.
Rude.
I’m just going to say it: Bonus content should just be included in the value of the program.
Why? Because these are things that contribute to your ability to succeed with your copy.
My goal as a program creator, as a teacher, as a HUMAN, should be to help you actually reach your real-world goals.
Your goal isn’t to learn how to write copy. It sure as hell isn’t to hit my Buy Button.
Your goal is to get true-to-you words on your website that bring in clients you love, so you’re excited about your business and can make money to sustain you without burning out.
And, anything I can think of that helps you get there should be baked INTO the program. Not “bonus.” Not “if you buy now.” BAKED IN.
Otherwise, it’s all just snake oil.
Don’t even get me started on price framing. I just don’t like it. It’s manipulative and unnecessary. Even when it’s based on real numbers. Which, incidentally, the numbers I used above are.
Here’s the thing:
If I need to resort to triggering your lizard brain to take over your decision-making functions, then my offer isn’t as good as it should be.
Boom. Mic drop. I’m out.
If you want to see how I really write my sales page for my Truer Copy Mastermind, which starts October 4th, it’s here. And if you read it, I want you to notice how it makes you feel when you read a sales page that isn’t trying to manipulate you.
Feels better, right?