Using a Bonus to Increase Sales, Part 1 of 6

Sports Illustrated has been using a bonus to attract subscribers. Here's the deal: you subscribe to Sports Illustrated for a year, and you get a free bonus video entitled: "Cure Your Slice Now!"

The first thing to notice is that the radio campaign emphasizes the bonus, not the "product" itself, i.e., the 12 monthly issues of Sports Illustrated. When you hear the ad, it's as if the 12 monthly issues were the bonus, and the video was the product itself.

The lesson? Perhaps you should reexamine your product and service offerings, and experiment with switching the status of your "products" and "bonuses."