Move the Freeline

Summary:

"Move the Freeline" is a sales/conversion patterns designed to improve conversions, whether that's opt-ins or orders by giving away what your competition normally charges for.

Name of the pattern:

Move the Freeline

When to use this pattern:

When you need to improve conversions, especially, if due to increased competition in your niche.

How to use this pattern:

Generic idea of the pattern is that in the digital age reproduction of a copy of digital product costs nearly nothing. As a result, you can easily give away some of your products as bonuses to actions, especially orders.

However, that should not be a blind giveaway. Your digital assets have a hierarchy: free eBooks, $7 reports, $27, $37 products, $499 products, $2999 trainings. You don't give away $2999 training to buyers of $7 report, but rather may consider giving away $7 reports for free as a bonus to buyers of $499 or even $37 products.

So, it's not a blind giveaway, it's really moving up the line separating free stuff from what you only give to paying customers. This way it also helps your backend sales, where the most of money is.

Attribution:

Eben Pagan coined this expression as far as I know.

Related patterns:

Affiliate bonus, Pile the Value

Related anti-patterns:

Pile the Crap

Comments & details:

Don't get caught in free bonuses thinking to the point, where you sell the shop with the product. Also, remember, it's not the bonuses that people are buying. No matter how many drills you pack together, people still want their holes.

You know that expressions, right? If not, here it is: "Nobody who bought a drill ever wanted a drill. They wanted a hole."