One of the secrets of getting people to buy your information products is to load them up with extras. Just like the late-night infomercials, you can tell your customers, “But wait! There’s more!” It works because everyone wants to get more for their money.
The best bonuses have high value to your customers, but do not cost you a lot to produce and provide. Low-cost/high-value bonuses may include things such as ebooks, audio downloads, access to online information such as videos, and other digitally-delivered products. Teleseminars can also be desirable bonuses, especially if your audience will be excited about having personal access to you through the teleseminar. As a bonus to you, the teleseminar you do as a bonus can be recorded and then packaged as a product you sell (or used as a bonus for a different promotion).
Even physical products (such as books, CDs and DVDs) have a relatively low cost compared to their perceived value. However, physical products require an investment to produce inventory, then the costs associated with storing and shipping them.
Some information marketers use products created by others as their bonuses. For example, there are many products for which you may purchase resale rights. With resale rights you can distribute the products to your customers, usually with no additional payment to the original creator of the work. (Note: Make sure the product is of high quality.)
The public domain is another source for great content you can easily turn into a bonus. There are many books in the public domain that you can use without restrictions. (Note: Verify that the book is actually in the public domain before using it.)
You can quickly and easily produce new content to use as bonuses with interviews. Have someone interview you, or interview experts whose knowledge would be useful to your customers.
Videos are another easy bonus. These do not have to be flashy productions with Hollywood effects. Your customers are interested in the information. Just set up a camera and start talking.
Camera shy? Screen capture videos can be made with Camtasia (PC), ScreenFlow (Mac) and other programs. (CamStudio is a free option for the PC.) You can demonstrate how to do something on the computer (such as how to use WordPress) or record a PowerPoint presentation.
Offering bonuses can dramatically increase the perceived value of your product, and thus the price your customers are willing to pay.