Value stack is over-used.
You’ve probably experienced it before –
“This product is 2,000 in value. But that’s not all. You also get Bonus #1—300 buckaroo. Bonus #2—200. Bonus #3—27…
…
(*sip water*)
…
Bonus #365—I can’t even put a price tag on this one. Let’s say it’s 100,000.
The total value of this package = ten gazillion.
And for today only –
You can steal this deal for…
Not 10,000…
Not 5,000…
Not even 2,000…
But only 997.”
Familiar?
This is how most gurus… and TV shopping make their offer.
And it used to work… until it doesn’t.
People are so sophisticated these days that most tune out when you start stacking. Here’s a recent example:
I came across a bundled deal. It contains a total of six products.
* Two “WOW”
* Two “Meh”
* Two “Owned”
And here’s what I discovered –
Even when the bundled deal was cheaper than buying two “Wow” individually, the “Meh” and “Owned” killed my desire.
So, I did not buy it.
Logically, it makes no sense. I want the two “Wow.” This bundle is cheaper than the two “Wow” combined. Why would I skip out on such a great deal?
Because –
I felt robbed.
I am paying for a whole bundle, and I don’t want all the products. So, I don’t see it as a great offer… I see it as “wasting half of my money.”
This means –
Value does NOT stack linearly.
Be careful creating bundles.
If one of the items is lackluster, it pulls down the whole package.
The problem is…
Most copywriters do not communicate this with the offer owner.
“It’s not my job.”
Of course, it is.
Your job is to do everything you can to get a win—INCLUDING offer creation.
Talk soon,
– WYH
PS – Here’s a bonus tip I’m stacking in this email…
As a business owner, you are also a marketer.
You live, think, and breathe business.
One thing I’ve been practicing—which helps me tremendously—is documenting how I feel when engaging with different brands/offers.
~ “I like this offer… *make no movement to buy*”
~ “Oh damn. *purchase on the spot*”
~ “This is cool, but…*hesitate*”
Each of these reactions tells a different story. No marketing book, course, or mastermind will teach you more than your emotions.