“If I want you to build me a house, the best way to make you do so is simply to prove it’ll be worth your time.”
How can I convince my JVs to add bonuses to their mailings?
Well, there’s quite a few ways. But the most obvious and, as it happens, most effective, is to give them a good reason to do so.
Isn’t the reason obvious? They add a bonus, they’re making a better offer, so they make more money. Duh.
OK, maybe we need to go back to first principles here. I’ve got a deal for you – you build me a house, and I’ll pay you £5.
You build me a house, I’ll pay you £5. You’ll need to get all the materials yourself, but I will make sure all the coins you get are really shiny.
How about no?
Because it’d take me ages to build a house. And I’d need to spend a ton more money on the materials. That’s a dumb plan.
It’s not that dumb for me. I’d get a house. But look – you’re not going to build me a house because the costs of doing so outweigh the benefits, right? Well, that’s true of any action. When affiliates put together a bonus for your launch it takes effort, time and money. It’s expensive. It’s a risk. You’ve got to show them that the benefits outweigh all that.
OK, fine. So how do I do that?
You’ve got two main routes to go down. You can either reduce the amount of effort, or emphasise the benefits. For reducing effort, you can provide some bonuses of your own for your affiliates to use. Not everyone’s going to want to use them out-of-the-box, but they’ll at least provide a starting point and give them some ideas. For benefits, do you have any proof that bonuses are actually going to make people convert better? Everyone says they does, but there’s a big difference between something ‘everyone knows’ and actually seeing a big difference in results in hard numbers.
So that’s all stuff you’d do on the JV page?
Yes. Of course, it’s also worth following up with all your biggest affiliates personally. Bonuses are leveraged products – from any given bonus, someone who usually sells 25 units on a mailing won’t get anywhere near as much benefit as someone who sells 250. This means your bigger affiliates are far more likely to put effort into creating bigger, better bonuses. They’ll get far more return from the same investment. If you can get in touch and see if there’s any way for you to make their job easier, that’ll make them even more likely to want to go the extra mile.
That sounds like effort.
Yeah, things that make any decent amount of money have an irritating habit of not being something you can do just by headbutting your keyboard. There are ways you can incentivise them without getting directly involved, though.
Really. Your JV competition is the strongest. If the next prize level up comes with an extra $1000 in prize money – or if it’s currently occupied by someone they really, really want to beat – then that’s going to factor into any affiliate’s cost/benefit calculation. If the extra sales don’t make it worth it, the extra prize money might.
OK, that makes some sense. Is there anything I can do that isn’t going to cost me money, though?
So you know, we’re venturing dangerously into ‘moon on a stick’ territory here. But as it happens, yes. People like to be consistent in their actions, and you can use this as a powerful psychological trigger. It’s one of the few things like this you can describe as ‘weapons-grade’ and be completely accurate – the Chinese used it in the Korean War to turn American POWs into communists.
Tell me more…
I don’t want to go too much into the psychology here – go read Influence, if you’re interested – but the method works like this. In one of the JV rooms, shortly before your launch, post up a question like ‘should you give your list extra bonuses when you promote products?’. A load of people will say yes, and as soon as they’ve done that, they’ve made a public commitment. Having done that, their desire to be consistent will make them more likely to give bonuses on their next promotions – especially if you keep the conversation going by making further posts and using their comments as social proof that bonuses are awesome on your JV page.
And that really works?
Yes and no. Does it affect people, and does it make them a bit more likely to provide a bonus? Yes, absolutely, and they won’t even know it’s happening. Is it as strong as simply providing a compelling cost/benefit case for giving a bonus, either in person or on your JV page? Hell no. This kind of stuff might make you a bit easier to convince, but if I want you to build me a house, the best way to make you do so is simply to prove it’ll be worth your time.
Great article Neil. And I totally agree with you because my top JVs (especially those who convert much higher than others) are the ones providing their own uniquely-created bonuses or using the bonus package I provided for them (some add on a couple others to do a “value-bomb”).
By giving JVs good reasons to provide bonuses in their mailing, it is a win-win both for them and for me as well.. and the easiest way is to provide them with ready-made bonuses and encouraging them to go the extra mile by offering their own unique ones to also compete for my “best bonus” prize.
Cheers Lester. Having a ‘best bonus’ prize can be a great incentive as well, especially if you can provide a bit of a competition for the spot. Good shout!
As ever, great share Neil. Love the commitment and consistency approach of the “bonus question” in the JV room and then screenshoting that on to the JV page.
Very cool and something I will be testing on my next launch.
I know some vendors resist the JV prizes but the competition created by a good leaderboard frenzy can create all the motivation some people need to mail out just one more time…
Yeah, the JV competition is your single best way of getting multiple mailings. Absolutely something you should be thinking about.
Make sure you let me know the test results – I know if there’s any way to improve conversions at any point in the launch, you’ll be the one to find it
Great post! And love your way of explaining. Yes it’s not what you say but how you say it that makes the difference.
I completely believe in making it super easy for JVs to build their own review post and I began adding things on our last big launch at Wealth Junction to support that. You’ve inspired me though … more to be done methinks!
You can take the commitment part further with some clever conversational smarts too but we don’t want to give away all the secrets
Thanks Leah. There’s definitely more clever psychology you can apply, but there’s only so much room on a blog post
Excellent post… Well thought out and written. You made some great points…
Having a JV contest is incentive to provide a bonus because it is proven to produce more sales. Some bonuses I see are just junk though. You’re better off creating something unique and relevant to the offer.
Product creators need to allow affiliates enough time to put together a campaign of that magnitude. Posting a launch notice in a couple FB groups a day or two prior to the actual launch won’t have too many people creating unique bonus packages and your sales will suffer as a result.
Think about it… Apple doesn’t just release the newest Iphone without building some anticipation and so should you as a product creator. This is why the pre-launch is so important.
Well, I think I’ve ranted enough. Great Post!
Thanks Joseph! I’m quite a big fan of pre-launching launches for affiliates as well as customers – it always helped us get a lot more mailings with the DigiResults launches. I’ve even got a product coming out in the next few weeks with all the templates I used to do it < /shameless plug >
Great stuff – damn, I’ve got to read that Influence book. I’ve been putting that off for too long. I have not done a launch yet but on track to do my first two this year. Getting JVs to add bonuses to their mailings is obviously something new to me, but this post definitely got me thinking ahead. Thanks Neil!
Cheers Dan. It is an amazing book – one of 3 I always recommend to anyone who wants to learn about copywriting. As well as the points I mentioned in this post, the key thing to remember when trying to get people to add bonuses is what Joseph said – make sure they’ve got enough time to do it!
Great post, Neil! It made my day. Couldn’t more agree with you. I did 3 launches so far and never provide any bonuses to my affiliates. Never thought about this before and you change my mindset, man! Damn!
I love it! Will surely implement this on my upcoming launch. So, have you load up your bonuses? Haha kidding.
Anyway, it’s a pleasure to know you, this is my first time visiting your blog (which is awesome blog) and look forward to connecting more with you.