Todd Brown – Marketing Funnel Automation

You want to “wow!” your customers, right? You want to make sure that they are amazed at what you offer them, to help them find solutions to their problems? Of course you do!

After all, if you provide them with a “wow!” experience, not only is it great for them, but it’s great for you. They’ll keep coming back to you over and over. You’ll develop a loyal fan who keeps telling you what you can do next to help them, and in the process, they help you build and grow your business.

One of the keys to a “wow!” experience is in the bonuses that you offer. 

In this transcript from a call with my private coaching clients, you’ll see how I answer someone’s question about how to determine which parts of the training program to pull out as bonuses when making the offer. I think my answer may not be what he expected!

Question: How do I decide which parts of my training program to pull out as bonuses for the offer?

The way I approach bonuses and premiums that are mentioned in the sales video is that those should be things your prospects would want enough to be willing to pay for.

When deciding on premiums and bonuses, you are looking for things that are so sexy that some people are ordering the product just because they want the premiums.

Sometimes you are able to pull those out of the main product. Let’s say you have a module that can stand alone. Instead of simply presenting it as part of the main program, present it in the sales video as a free premium. State that it is worth X dollars, and that they get it for free when they order. You are looking for things that people would pay for by themselves.

More value than the program itself

For example, if you look at the 6 Figure Funnel Formula offer, you’ll see that there are a couple of bonuses, one of which is a series of “look over my shoulder” videos. This is where I say, “I’m going to create a funnel from scratch and tell you everything I’m doing and why I’m doing it. You’ll see how I do the research, how I identify marketplace sophistication, how I come up with the hook.

“You’re going to see the copy I write, and I’m going to give you an analysis of the copy. You’re going to see the videos that I create. You’re going to watch as I create the pages. You’re going to watch as I set up the order form, the upsell sequence, everything. And you’re going to get that completely free when you order the 6FFF.”

That has almost more value to many people than the program itself. People would pay for that alone. Many people have sent in unsolicited comments saying that they thought it was worth more than the entire cost of the program. That’s one example of having a bonus that makes the offer that much more irresistible.

The other bonus we have in that funnel is a 3-hour bootcamp I did on traffic generation with four incredible traffic experts. Justin Brook, Jonathan Meysel, Charles Kirkland, Gauher Chaudhry and I were on a livestream for three hours, just talking about traffic and what they would do with a brand new funnel. How they would generate traffic profitably, and what they would avoid and why, and metrics, and ads, and campaigns. That’s the kind of thing that that prospects would pay for because it’s so valuable.

Lazy marketers do this

What the biggest direct-response companies do is create these bonuses specific to the offer. You don’t have to do this, but I like to do it.

Where a lot of lazier marketers will come up with their premiums by looking at what they have already done – What can they use that they already have on their hard drive? Do they have a video from a year ago that they have already recorded and they are not doing anything with it? – Can they add it on? It may not be completely congruent with the offer, or it may not be all that exciting.

What I like to do is come up with an add-on by asking myself, What would be a bonus that people would salivate over?

If we have something that meets that criterion – that is congruent with the main offer, that enhances the main offer – then great, we’ll use it. If not, we’ll either create it or have it created.

This goes back to that whole principle of “going the distance”. Never underestimate the task of getting someone to whip out their wallets and pay anything, let alone $297. That is my recommendation as it relates to premium bonuses.

Unadvertised bonuses

As it relates to the extra, unadvertised bonuses that you use as part of the treat sequence (once they become a customer), ask yourself, “What could I give them, that I haven’t already given them, that they didn’t expect?”

For example, in the 6 Figure Funnel Formula, what I did was to create three additional videos. They were about 10 minutes long, easy to create, and valuable. And I didn’t have anything else that I could pull out, or that I wanted to pull out, or that I felt I should pull out from the main program, that I felt I could offer as an unadvertised bonus.

Remember, the unadvertised bonuses are valuable and unexpected. The first time they are hearing about them is once they become a customer.

Contribute to the “Wow!” experience

The bonuses you offer your prospects and customers can’t just be run-of-the-mill, unexciting throw-ins. They have to contribute to the “wow!” experience that you want to give ALL your customers. 

Take the time to make this really good. Include some mouth-watering bonuses as part of your offer, that people would pay for all by themselves. Then, once that person becomes a customer, continue the “wow!” experience by giving them something that wasn’t even advertised, but that is also incredibly valuable.

This is how you create a raving, loyal fanbase.