How to get people to give you their products for free so you can sell more of your product

Bryan Harris —  Bryan Harris - July 8th, 2016

There are two ways to increase revenue in your business.

Way #1: Sell more of your widgets.

Way #2: Charge more for your widgets.

#1 is nice and comfortable. It requires us to do more of what we’ve already done: knock on more doors, launch more frequently, write more blog posts, push our audience harder, all of the stuff we’re comfortable with now.

#2 is not comfortable. It requires us to tinker around with our pricing, which is something we aren’t comfortable with or confident in.

But there is an interesting approach you can take that combines both paths.

Packages.

Pricing packages have been around for a long long time and are used in pretty much every industry you can imagine.

Here are a few:

Infomercials (watch):

Tesla

Apple

 

Amazon

The basic premise of packages is this…

You write a book and sell it for $10.

You sell 10 books a month and make $100.

A few months go by and you decide you want to make more money, but you are scared to raise the price of the book.

So you create a super-cool version of the book with super-cool interesting stuff and charge $50 for that version of the book.

As a result, 2 of the people who would normally pay $10 for the book pay $50 for the super-cool version and your revenue goes up.

In summary:

  1. You have a product.
  2. You create a bigger version of that product and charge more for it.
  3. A few people will buy it and revenue will go up.

Side note: I’ve written extensively about this in the past and about some crazy results we’ve had from using packages (which included a $100k+ increase in revenue). Click here to read.

That all makes sense.

But the big question is this…

What do you put in your upgraded package to make it worth people paying more money for it? 

We could talk about this topic for a long time (and maybe we will in a future article), but today I want to share one of the quickest ways to create super-awesome versions of your product: getting people to donate their product to you in exchange for you doing the same thing for them.

One of the quickest and most effective ways to create a high-end package is by combining your product with other popular products that your customers really really want.

For example, what if the super-awesome version of your book included your book + 9 other books your customers really liked and wanted?

That would be cool and a ton of your people would buy it!

We did this in our launch last fall and it worked really well.

Our course, Get 10,000 Subscribers, teaches people how to build an email list. People who want an email list want that list so they can sell a product or service to that list. And one of the quickest ways to do that is to sell freelancing services.

So I went out and talked to the person my audience looked to the most on that topic, Brennan Dunn, and asked him to include his course as a bonus for people who bought my course. In exchange, I offered to donate our entry-level course to him during his next product launch.

Summary:

  1. Find out what your people want that you don’t have.
  2. Identify someone who offers that thing.
  3. Ask them to donate the product to your launch in exchange for you doing the same thing.

Snazzy, right?

Recently John Meese reach out to us and asked me to include one of our courses in a higher-end package for his course.

I really liked his email and the way he asked, so I’m including it here as a guide:

Do the same thing.

The next time you do a promotion or launch a product, create a higher-end package and include a related product from someone else in that package.

PS: In the comments below, include a link to your product and tell us what your dream high-end package would include.

 

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  • Henrique Melo

    Just began collecting leads for my tutorial ( createsite.leadpages.co/newsletter-bonus/ ). The idea is to teach people to make great-looking sites without coding so a good complementary product in the future would be Will It Fly by Pat Flynn for the segment of my audience that wants to start an online business (;

  • Kirsten Oliphant

    I may be missing the obvious, but what’s in it for the people giving the course away for free? I know your course is pricey, so adding it to someone else’s package is great…except you don’t get paid. Does this help you with building new relationships? Are you an affiliate? I would struggle with asking this of someone because what am I offering them in return for giving away something so valuable?

    • Tracey Donoghue

      They are able to offer your course for free in exchange. And the give away is an e-product, not a time consumer so it’s not really costing anything per se but it is getting that person to know, like and trust them in a very intimate way and they can build their email list with your list and sell them other products. It’s really a win-win-win opertunity.

      • Kirsten Oliphant

        I understand one part of the exchange: the person who creates the package gets an awesome course to add to their package. I’m still questioning what the person adding their course to someone else’s bonus gets. Yes, it’s already been created and doesn’t “cost” anything. But I’d be hesitant to add my course to someone else’s bonus package.

        • Tracey Donoghue

          They benifit from your course the same way you benifit from theirs

          • Kirsten Oliphant

            I don’t mean to sound thick, but I’m not understanding. So I get to give their course away in MY package? That makes sense.

          • MNeeley7

            Hey Kristen, it’s quid pro quo. You benefit because they are ALSO giving you THEIR course which you now package with yours to make a premium upsell. Example… I have a course on How to Launch Your Podcast in 28-Days. Someone else has a course on How to Tell Your Story and Make Millions. They could add my course to a bundle (package) with theirs and charge more. I give it to them for free. They then give me theirs for free, and I add it to my course to create a premium package as well. Now we are both selling the same package essentially: them to their list, me to mine. We both win, and the customer wins by getting two courses. And, of course, the packages will differentiate more when we add other courses to the bundle. Make sense?

          • Kirsten Oliphant

            That absolutely makes sense. Above, the wording was “donate.” Not exchange. I thought I was missing something, so thanks. Donating a course is very different than exchanging, but that’s the language mentioned in Bryan’s post so I wanted to be clear.

          • Tracey Donoghue

            Yes, You give away their course when you sell yours and they give away your course when they sell theirs.

            So with my business, I have a home study course (level 3) that I would give to the other person to give away. Then I would package their course with the sale of my course/coaching services when I sell mine. I have a 3 tier offer so I might opt to use it as an incentive to buy level 1 or 2, but not with 3 or I may give it away with all 3 depending on what my counterpart was doing as well.

            So along with increasing the value of my offer making it irresistible, when my basic course is given away to the other company’s paying subscribers, I can now up-sell them/cross sell them on my other products/services and they just got something free of value from me, and we know they are willing to part with their money making so the likelihood of them purchasing something else from me much higher. (Level 1 or 2 or maybe something new I haven’t developed yet.) Hope this helps.

          • Bryan gave one of his courses to my students for free, and I gave him one of mine in exchange. Helps grow each other’s respective lists with qualified buyers – which is a big deal when you offer more than one product to an audience.

          • Kirsten Oliphant

            Thanks!

          • Kirsten Oliphant

            Yep. Again: confusion with the word “donate,” rather than “exchange” in the post. Thanks!

    • I think they would get paid, right? Bryan?

      • Kirsten Oliphant

        That’s my question. The email example above doesn’t offer any hint of compensation– it sounds like a partnership, I’m just wondering what makes this worth it to the person who is giving away their course to make someone else’s package have great value. I’m all for partnerships. Usually there is something moving both ways.

        • See Brennans comment above. It’s an exchange on the owner side.

          • Kirsten Oliphant

            Saw it! And responded. 🙂 This thread got a little mangled.

  • Thanks Bryan,
    I am currently offering a coaching product. I can easily see how this would be applicable. It is just a matter of being creative with what you offer. As you illustrate with your more better book, you just have to add that additional value. Not justify it, just add it.
    It is always about creating more value. Then, you simply charge for it.
    Ask your customers, ask your audience. They will tell you what they want. Deliver it. Give most of it away. Charge a premium for your best content.
    Thanks for this great post Bryan!

  • Jaime Arredondo

    Hi Brian,

    The strategy looks really powerful, but I am wondering if you have had backlash from people who bought before or after the bonus windows? If they were early birds, they get penalized by buying too early, and if you didn’t get the chance to buy it during the bonus (for whatever reason), you just missed out.

    I could see how people could feel like this monkey: https://www.youtube.com/watch?v=meiU6TxysCg

    I’m also curious to know more about Kirsten’s question below.

    Thanks for your posts! Really appreciate what you do!

  • Chantelle

    Instead of free, why not do a revenue sharing? My friend just did that – she collaborated with someone who was offering a complementary program. The person gave her $250 for everyone who purchased the $1000 course… The person sold over 350 courses…. so my friend was paid $90k approximately – for including her material in the course. Don’t you think that would be a more equitable way to do it? Especially if your course makes the overall product that much more valuable.

    • Chrystal-Lynn El

      Yes, many people do revenue sharing and it works. If you’re not doing revenue sharing it would be good to have a great upsell after your free course

  • Makayla Tomasi

    This is actually really interesting because I’m watching a webinar about this very thing right now. Hit that nail on the head, Bryan. Thanks for today’s post!

  • Grace Sidberry

    Great article, interesting ideas. The discussion has also been very useful.

  • Mel Dee

    Bryan, How would someone with a physical product go about this? I’m trying to create a sales funnel offer but can’t think of anything besides a bundle/package deal but don’t think that’s enticing enough.
    Do you have any suggestions?

    • Bryce York

      Are there any virtual products you could bundle with your physical product?

      • Mel Dee

        Hi Bryce,
        I have created a free e-course as optin offer but need to come up with something physical to sell. I make natural skincare products. All I can think of is either 5 samples for $10 but call it something like trial pack but that doesn’t earn me anything. Or a product bundle for a hefty discount. What would you suggest? Thank you!

        • Hi Mel,

          If you’re using a funnel, here are three things you can include in the funnel, ideally as post-purchase one click upsells.

          1. More of the same product – just additional units of the product they just bought. Sounds stupid but it works.
          2. A continuity program – a lot of physical product merchants team up with membership sites and promote the membership site for an affiliate fee. It’s a great way to add recurring revenue to a physical product funnel.
          3. Expedited shipping – make an offer to expedite shipping for a few bucks more.

          Those 3 upsells in a physical product funnel will increase the average order value, and potentially gain you some recurring revenue. If they up your average order value, you’ll make more margin, so you can spend more on advertising, so you can sell more, and so on.

          For more info on this sort of funnel check out episode 2 of https://funnelhacker.tv/theshow

          • Mel Dee

            Awesome, thanks Jordan!!!

        • Lotanna Ezeogu

          maybe make a video course that actually shows you making the products or a more comprehensive e-book that people pay for

  • Matt

    I make guides for tabletop role-playing games like Dungeons & Dragons and others. You can see some of my guides here: https://www.dicegeeks.com/ My dream package would be some of guides and games bundled with RPGs from a few game publishers.

  • Henri Tuhola

    I already did know about tier marketing tactics. But it’s good to get reminded about them.

  • Bryce York

    The product I’m doing is called Tech For Non-Tech Founders/People – http://www.meetbryce.com/6wam

    It’s designed to stop people feeling intimidated and overwhelmed by technology by explaining all the buzzwords that matter in a way that’s simple and easy to understand

    Only announced the idea yesterday, so no sexy landing page or polished copy yet.

    Not sure exactly what mine would be. I’m imagining a course on outsourcing software dev would be a good fit. Anyone know of one?

    • Lotanna Ezeogu

      or a website building course for non-tech people would be amazing. Most non-tech people start to dabble in tech mostly because they want a website or want to run an online business, at least that’s my story

  • Cathy Jordan

    I was just sharing this same concept the other day. I am launching a subscription box service. I don’t want it to be an ordinary box that sells for $29/month. I want it to be high end at $97…yes, $97. In order to do that it definitely has to knock your socks off with value. I have identified that I need to partner with those who offer tangible business solutions such as Bryan..(hint hint) that people crave and don’t have or have not figured out how. Invitation emails are going out next week.

  • Hey B Actually adding to your great article $10 to $97 basic and $997 Mastery Class and a Group Coaching at $5997 for a 12 week class. Also a one on one at 10k

  • Creating win-win partnerships for product sellers and buyers’ delight. This tactic is so profoundly SIMPLE! I LUV it…

  • Oliver

    Our product, Remitsy (https://www.remitsy.com/), are business payments to China and I think we are using packaging in some way as we are already charging different prices for different speeds of the payments. For the high-end package we could bundle it together with some other services – maybe partnering with top companies helping with company registration etc. and include those in this package

  • I just created and launched my first too to my list of microbudget filmmakers: https://churchfilms.com/instant-quotes-calculator – it solves the pain of guessing what to charge video clients by generating exact quotes during a first phone call. I’d love to package it with a course on “how to pitch and close sales.” Together, these are the three biggest pain points for videographers / video producers.

  • The product I’m doing is a WP theme called List Builder ( https://listbuildertheme.com ). It’s a starter theme for those who are planning to become digital entrepreneurs with list building in mind. My dream high-end package would include your Rapid List Building course.

  • Lotanna Ezeogu

    This is such great information. I have been asking this question for weeks now, I know about pricing but what do I offer for the higher priced service…Thanks Bryan, you just gave me an awesome answer.

  • Is it legal and safe to use GIFs and images? I notice you use these a lot. What if you get sued