You’ve probably heard how important bonuses are to up the value of your offer, but if you’re like most business owners, you have no idea what you should write to make your bonuses stand out and sell…
Add Bonuses Instead of Discounting Whenever Possible on Core Offers
Whenever trying to close a deal, never discount the main offer. It teaches your customers that your prices are negotiable (which is terrible). Adding bonuses to increase value to close the deal is far superior to cutting prices. It puts you in a position of strength and goodwill rather than weakness. ― Alex Hormozi, $100M Offers: How To Make Offers So Good People Feel Stupid Saying No
So in this sales copy tutorial I’ll show you:
How to write a bonus description using the Problem-Agitate-Solution (PAS)
How to use an AI copywriting assistant to write it for you
I use Jasper.ai to exemplify in this video how to use the Problem-Agitate-Solution copywriting formula. If you want to give it a try you can use my affiliate link to get 10,000 bonus credits when you sign up with the link above.
Will bonuses improve my conversion rates?
Ask marketers, advertising gurus or copywriters and they’ll all tell you that if you don’t have bonuses yet… you should definitely think of at least one to increase the immediate perceived value of your offer.
In other words, in the world of online marketing, adding bonuses to a sales page can increase conversions.
There’s obviously more to this than what we can cover in a quick copywriting blog post without getting overwhelmed, but here’s the gist of it:
Marketers and copywriters use bonuses to help potential customers make a buying decision
Bonuses are seen as the sweet cherry on top – the purpose is to make the prospect think it would be insane to pass on the offer
Bonuses can be a multitude of things, for example additional services or products, worksheets, an e book, consultations and so on, but what’s very important is to make sure they are designed for your ideal customer, and not just thrown in there for the sake of it
If we’re talking about prospects who are in the solution-aware stage of their buyer journey, then bonuses can help you stand out from the crowd and make them decide in your favor and against your competitors
How should a bonus section look on a sales page? (with examples)
Before you write copy for your bonus(es), here’s what you need to know:
There’s no way you can write copy that sells without an ideal customer. In fact, there’s no way you can run an online business and be effective in your digital marketing strategy if you don’t know who is your target audience. The ideal customer includes a full profile of your buyer persona(s) which includes both demographic and psychographic elements.
Read more about finding your ideal customer here.
When you’ll discover your ideal audience, you will also have a clear picture of their pain points. This is what they’re struggling with, what keeps them up at night, what keeps them stuck, frustrated and in pain.
As you do the research, you’ll identify a lot of your potential customer’s pain points, however, you need to know which you can solve.
You’ll discover that some pain points can be solved with a really good piece of content, but others need solutions that are more complex. The problem there is discovering what’s the unique selling proposition for your audience.
Knowing which important points you can solve for your audience is the origin of any sales copy or piece of content marketing. These can be used for writing website copy, blog posts, subject lines, ad copy, social posts, compelling headlines, bullet points and so on.
“Set yourself to becoming the best-informed person in the agency on the account to which you are assigned. If, for example, it is a gasoline account, read books on oil geology and the production of petroleum products. Read the trade journals in the field. Spend Saturday mornings in service stations, talking to motorists. Visit your client’s refineries and research laboratories. At the end of your first year, you will know more about the oil business than your boss, and be ready to succeed him. Most”
― David Ogilvy, Ogilvy on Advertising
Objections to your offer (or potential transformation)
As you dive deep into your audience’s pain points, you will discover that potential customers have objections to solutions provided for their problems and even the potential transformation they promise.
“Tell your prospective client what your weak points are, before he notices them. This will make you more credible when you boast about your strong points.”
― David Ogilvy, Ogilvy on Advertising
You copy should definitely address these objections throughout landing pages, emails, website as a whole, service/product page etc.
Some of the most visible objections are about how much money and time they should spend to get the promised results, whereas more complex ones include deep personal beliefs such as “am I capable to do this?”, “will I actually use this?”.
Bonuses can be used to address specific objections about your offer, making this tactic a great way to turn more prospects into customers.
So, what should you write in the actual bonus description?
Attach a monetary value to your bonus
Describe what the bonus is, what is the pain point(objection) it solves , mention the product benefits and walk the reader through the potential transformation.
Make sure you address how it is relevant to the core offer
I like to throw in some testimonials or a true story from a customer for the actual bonus to make it even more appealing
The description should include a call to action, such as “Join us today to get this bonus with your purchase”
Here are some examples of bonuses on sales pages:
At a minimum, your bonus(es) should appear in a section that comes right after explaining what’s included, once again in a summary of the offer and in the FAQs.
Example of the Bonus section from Evercoach
Example of the Bonus section from a Keto Coach
Example of the Bonus section from Jenna Kutcher
Example of the Bonus section from Paintable
What is Problem-Agitate-Solution and why it matters if you’re writing copy
The reason most people struggle with writing copy is that they do it without a strategy.
They sit down at their computer, start typing, and hope for the best.
This approach often leads to copy that’s ineffective and all over the place. You might cover the problem, but you miss properly tackling the solution. Or you might focus on the solution, but not mention the problem at all which makes readers lose focus because they don’t understand why it matters to them.
The Problem-Agitate-Solution formula is a great example of what you can do to make sure your copy is focused and effective. By addressing the problem first, then agitating it with statistics or stories, and finally offering a solution, you can keep your reader’s attention for longer.
What are AI writing assistants?
Most business owners and marketers are busy juggling dozens of things each day. If your job isn’t to write, it can be very difficult to get it done and be good at it.
The problem is that every company needs effective copy.
If your copy doesn’t sell, you won’t be able to launch or scale your business. Working with a copywriter can be quite a big dollar cost and many business owners can’t find a way to fit that into their marketing plan.
The good news is that you can get away with better copy even if you’re not a professional copywriter or you can’t afford to work with one.
Oftentimes, most companies lack the basic elements of copy that sells.
So, in my opinion if you follow the essentials, know your buyer personas and their language, and are able to understand how copywriting formulas work, you will be able to write better copy.
AI writing assistants have evolved significantly over the past few years. And if you have the essentials above, with a bit of focus, you can use these tools to get decent copy without putting a strain on your marketing budget.
These tools use artificial intelligence and natural language processing to help you write better copy faster.
I personally use Jasper.ai to exemplify coaching clients how specific copywriting frameworks look when applied for their offers. If you want to give it a try you can use my affiliate link to get 10,000 bonus credits when you sign up with the link above.
Want to learn more about writing sales copy for your business?
Here’s what else you could read right now:
If you have more questions or a very specific thing you’d like to ask about your sales copy or email marketing leave it in the comments.
About the Author
Monica Badiu is an email copywriter and copy coach. She specializes in sales copywriting for online course creators who want to send emails that speak to their ideal customer and generate conversions without using fearmongering or pressure. She’s made clients over $3 million in 2023.