Imagine your customer got everything he paid for. It is an accomplishment to give your customer everything that he paid for. However, giving your customer more than what they paid for leads to more connections and better results. Imagine getting a training course with 20 videos, and then the trainer decided to surprise you with 5 bonus videos.
We want what we pay for, but when we get something extra, we remember that extra gift. Mike Michalowicz has a great marketing strategy for his books. Instead of waiting for people to buy his books, he distributes them to right people who are likely to give him a review. For his book, The Pumpkin Plan, Mike decided to contact people who review business books on Amazon. He asked these people if they were interested in getting the book for free in return for an honest review.
Mike Michalowicz decided to ship out his books with personalized letters and a copy of another one of his books, The Toilet Paper Entrepreneur. While customers were only expecting to get a copy of The Pumpkin Plan, they ended up getting a personalized letter and a copy of The Toilet Paper Entrepreneur to go along with it.
Offering his books for free and giving his customers a bonus resulted in Mike’s books getting hundreds of reviews on Amazon, and most of them are 4 and 5 star reviews. Giving away his Pumpkin Plan book for free was a starting point, but the added bonuses resulted in customers who read and reviewed his book right away.
The “Buy 2 Get 1 Free” sales always attract more customers. That’s because the 1 free thing is a bonus. People flock over to stores with big deals in order to get the bonus. By having bonuses for your business, whether the bonus is an extra hour of services for free, 5 extra videos, or a free report, you will have more customers eager to buy your future products.
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