Why You Must Include Added Value
Offering bonuses isn't just about being nice; it’s a calculated business strategy.
- It Justifies Your Price: Remember in Chapter 5 when we discussed avoiding the $1-3 price range? If your competitor sells a planner for $3, but you sell a planner plus 500 digital stickers and 5 custom covers for $9, the buyer will perceive your $9 product as the better deal.
- It Encourages 5-Star Reviews: We will cover customer service later in Chapter 12, but the easiest way to get glowing reviews is to over-deliver. When a customer opens their purchase and finds a surprise bonus they weren't expecting, they are much more likely to leave a 5-star rating.
- It Reduces Customer Service Messages: If your product is complex (like a Notion template), including a free video tutorial or a "How-To" PDF prevents buyers from messaging you when they get stuck.
Many successful digital products gain a big edge over the competition by including ‘extra’ add-ons or bonuses. For example, my shop includes a template of commonly used symbols and graphics so that customers can easily copy and paste them into their own designs. Because of the beauty of passive income that we discussed in Chapter 1, I only had to make this bonus once, and I can now include it in every single template I sell:
Here are some other examples of successful digital product shops doing that:
Some resume templates include guides that help their target customers land a job easier. CoResume includes this resume writing guide for free with any purchase of their templates.
Many digital planners include a large library of digital stickers and planner covers. This bestselling listing from AmethystGarnet is no exception.
This shop includes a free editable Airbnb welcome sign (complementary product) to their Airbnb welcome book template.
You can also consider making a free tutorial/use guide for your customers if your product is more complicated to use. This seller includes a Youtube tutorial for free for customers who buy their Notion templates.
How To Come Up With The Perfect Bonus
To find the perfect extra for your product, ask yourself: "What is my customer's next problem?"
- If they buy a Wedding Invitation template, their next problem is figuring out where people will sit. Bonus Idea: A free seating chart template.
- If they buy a Resume template, their next problem is surviving the job interview. Bonus Idea: A 1-page PDF checklist of "Top 10 Interview Questions to Prepare For."
- If they buy an Airbnb Welcome Book, their next problem is asking guests to leave reviews. Bonus Idea: A printable "Please Leave a Review" sign.
Technical Tip: Etsy allows you to upload up to 5 files (maximum 20MB each) per listing. If your bonus files are large, simply create a 1-page "Thank You" PDF that contains a clickable Google Drive link or Canva link where they can download all their extra freebie.