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The Kentaro Sono Letter 2024
〒600-8846 京都府京都市下京区朱雀宝蔵町44番地
協栄ビル2階 京都朱雀スタジオ
H-209
2024-W40-3 | Wednesday | Bonus: DEU
No. 276
From:
Kyoto-shi, Kyoto, Japan
Wednesday, 10:00 A.M.
October 2, 2024
Dear Friend,
In The Kentaro Sono Letter 2024, in the issue No. 275, the author Kentaro Sono (It's me) writes:
Reason 1: Money back guarantees increase the sales of your products and services. Of course implementing money back guarantee takes time and money. But see the cost from another angle, advertising.
In a way, money back guarantees work as the excellent advertising.
Without money back guarantees, you have to spend extra advertising cost to get the same level of sales. It’s waste of money.
Reason 2: There are compatibility, preference, or chemistry problems. You can’t create products or services for everyone anyway. Some love sushi with wasabi. Others love sushi without wasabi. You can't satisfy both with one product at the same time. In order to protect your customers from unhappy shopping, it’s better to have moneyback guarantees.
Reason 3. There are security concerns for you and your employees. In general, customers’ attitudes are getting worse and worse nowadays. You have to protect you and your employees from extreme customer harassment. With money back guarantee, you can make the escape route. Basically, if you pay back the money, there is no obligation for you to listen to what they have to say anymore.
In the previous issue, I showed you the three reasons to have money back guarantees for your products or services. This is why:
Reason 1: Money back guarantees increase sales.
Reason 2: You can't satisfy everyone anyway.
Reason 3: You can protect yourself and your employees from monster customers with Money back guarantees.
Remember? Good. Let's move on to the today's topic: How to force your customers act immediately with the Bonus Package.
Suppose you have 10 excellent reports about playing golf secrets. In that case, How do you sell it? You sell each report one by one? Or you bundle them into 1 big package and sell it?
Savvy marketers separate 10 reports into 2 packages.
For example: the Package 1 contains 7 reports. This is the Main Package. The Package 2 contains 3 reports. This is the Bonus Package. (The Main Package may contain 8 reports and the Bonus Package may contain 2 reports. The ratio is not important here. If you get the general idea, please read on.)
Anyway, you have to create two packages, the Main Package and the Bonus Package.
In the sales letter, you explain about the Main Package first. You explain what you offer, why customers should choose your products or services among all other competitors, and tell the price. Yes, tell the price before mentioning about the Bonus Package.
Caution! : The Main Package should be attractive enough to justify the whole price. If the Main Package and your sales letter are attractive enough... the Bonus Package shows the true potential.
After you tell prospects the price, you start explaining about the Bonus Package finally. At this point, you should add "time factor" in the offer. Like this:
If you buy this item within 11 days... you can get this Bonus Package absolutely FREE... Even if you get a refund and return the Main Package, you can keep the Bonus Package forever in your hands.
Why this timing? Because your prospects or customers see the price in sales letters, they try to run away from you on the spot. It's half automatic response. After all, we don't want to spend money on anything. So, right after mentioning the price, you have to hook them again immediately with extra offer. That's it! This is the job of the Bonus Package.
What? You don't want to complicate things? You want to bundle 10 reports into simple 1 package and just sell it?
Listen: There is another reason to create the Bonus Package. "Time Factor" is important too. Without Time Factor, your prospects put your products or services on hold and go to somewhere, and forget your existence itself forever, and buy something else with Time Factor.
Remember the timing you should mention about the Bonus Package and the "Time Factor".
Today's Pearl of Wisdom #1:
Right after mentioning the price of your products or services, hook them again immediately with the Bonus Package! They are running away from you!
Sincerely,
Kentaro Sono
Bonus 1:
In Frankfurter Allgemeine Zeitung, in the article Edle Unikate für die Hand, the author Sarah Eichenauer writes:
Evelyn Toomistu fertigt Handschuhe nach Maß. Gekauft werden sie unter anderem von Menschen, denen ein Finger fehlt, aber auch Oldtimer-Fahrer zählen zu ihren Stammkunden.
If you want to create niche market for you, create products or services specially designed for the limited number of people in the big market. Don't try to sell Swahili lessons to Japanese. Because Japanese aren't interested in Swahili. Sell English lessons for those who want to master American copywriting secrets instead.
Today's Pearl of Wisdom #2:
If you want to create niche market, try specialized products or services in the big market because there are unsatisfied customers everywhere!
Bonus 2:
In Neue Zürcher Zeitung, in the article Wer zu perfektionistisch ist, schadet sich, the author Felicitas Witte writes:
«Aus der Sorge heraus, Fehler zu machen, schieben sie Aufgaben vor sich her», erklärt Kathleen Otto, Leiterin der Abteilung für Arbeits- und Organisationspsychologie an der Universität Marburg und eine der Studienautorinnen. «Dadurch erleben sie einen hohen Zeitdruck und haben Schwierigkeiten, nach der Arbeit mental abzuschalten. Aber genau das wäre wichtig für einen gesunden Schlaf.»
Perfectionists delay decisions forever. If you think you are one of them, change the perspective. Just try to create passing-grade products or services with minimum time.
Today's Pearl of Wisdom #3:
If you are one of the stagnant perfectionist, try to create passing-grade products or services with minimum time!
