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« What Clients Really Want... | Main | Dan Kennedy and Me »

March 23, 2006


Kathy Ferneau

Hi, Ryan.

I came to your blog via your post in the AWAI job listings. I saw your post about Josh Bezoni and that has led me to your blog.

I'm pursuing the copywriting field via the AWAI copywriting course. I really like your blog and will be reading it on a regular basis.

Alex Makarski

Hey Ryan,

All 3 of you (Healy, Benson, Makepeace) are right.

When I subscribe to a newsletter on gold stocks I'm not thinking about steak knives. Hence "desirability" isn't there, and the Benson rule isn't broken.


Bob Martel


You raise a good debate.

I agree with Alex... and with your conclusion.

The long and short of it... it depends. The premium does not always have to be closely tied to the offer, but sometimes the premium have more value than the offer itself.

Is the original product or service a "commodity" item marketed to the public at large, or is it niche product or service, in which case the premium should most likely be linked to the offer?

Remember S& H Green Stamps?

We've all seen sales people use "premiums" with a sales proposal, right? "Hey, Bill, buy this product and we'll include 5000 reward points which you can use to choose anything from the rewards catalog."

I wonder whether there is an "acid test" for selecting appropriate premiums for any given campaign?

Bob Martel

Alan Allard

Hello Ryan,

Your comment that "it depends," is perhaps the pivitol point. Nothing is ever the same, and testing is the only way to gather useful information about how to move forward.

Formulas and rules might be useful, as they are put to the test, through testing, otherwise they will fail at some point. That is why your conclusion makes sense, because it always "depends."


Alan Allard

John A. Manley

Good post Ryan. I've often wondered about this...

I saw a a local burger joint (A&W) was giving away a free figurine. Not kids stuff. Adult figurine for a china cabinet or something.

Seemed strange. Rather niche market--figurines (not burger shops). Probably something woman would like more than men.

Not only were they were giving it away. They had paid for a large sign to advertise that if you bought this and this and this you'd get this free figurine.

I don't know, maybe they attract a lot of figurine lovers.


John A. Manley
A "Live" Online Look at the Day to Day Life of a Fulltime Copywriter From Starving Writer (Day One) to...?

John Ritskowitz

Hey, Ryan.

Great blog!

I agree with what's been said here, but in a general sort of way. That is, in theory a mass market would respond to an unrelated premium, and a niche market, especially for an information product, would probably respond better to a related bonus.

But the bottom line? As you've implied, testing rules all.

Here's a case study from an interview I just got in the mail from my Dan Kennedy CD of the month:

Bill Glazer was interviewing Michael Cage about the power of teleseminars (one of the best I've ever receivied to date). Anyway, Michael mentioned that one of the premiums he used to encourage early sign-up for a paid teleseminar was an iPod for the first X people to sign up. How did he make that relevant? The iPod came with the teleseminar recording pre-loaded on it. I thought that was a clever approach.

Best Regards,

John Ritskowitz

Ryan Healy

Thank you all for contributing.

Alex - Excellent point.

John R. - Now I'm going to have to go listen to that interview. (I'm afraid I'm behind on consuming all the information I receive.)

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