When I first heard the term “bundle,” (and then promptly bought one) – I literally had no idea what I was looking at, let alone buying. I just knew it was a great deal, full of digital assets that I wanted to own, so I slapped down $99 and purchased.
Before I continue, if you don’t know what a bundle is: it is typically a single purchase (at a low price) that entitles you to redeem any of a number of digital products (whose value far exceeds the single price you paid) by a certain date.
For example, you might pay $99 for 50 different products ranging in price from $17 to $197, with a total value of ~$3500.
You redeem (“purchase” for free) the products from the bundle that suit your needs/wants, by a certain deadline, usually within 30-60 days.
You are treated as a full-paying-customer by any of the contributors whose products you redeem, which means you not only end up with access to their digital product but you also end up on their email lists and in their customer ecosystem.
If you read on, you’ll see why any contributor would “give away” their product for “free” to a bundle host to sell, as well as why someone would choose to “host” a bundle and gather a group of digital products for sale in this way.
I redeemed the offers that were suitable for me and my business, and skipped the rest.
But since that intro to the term “bundle,” I have some serious insights to share, now having contributed to a couple, and currently hosting an upcoming bundle:
- WHY someone would put a bundle together (it’s a lot of work!),
- why CONTRIBUTORS would GIVE AWAY their products that they usually $ell
- how BUYERS can benefit from snapping up these limited time bundles.
Q: Why would a business person take it upon themselves to host a bundle of digital products?
A: A bundle promotion is like an event and launch all rolled into one. They get…
- Email list-building (they get the contact info from all buyers of the bundle)
- Profit (they get a % of every sale made = $!)… did you notice that they are basically being paid to build their email list?
- Authority (they are the face of the bundle “event”)
- Credibility (they are the “bundle host” and the business that is selling the bundle)
- Connection (they use their network to bring the contributors together)
- Brand (they get to curate the bundle around a topic that would suit their future promotions – for example, if the bundle is targeted for small online businesses, and the bundle host sells products and services to that sector, then they are building their email list with people who are their target audience!)
Q: Why would contributors GIVE AWAY their digital products for a bundle sale?
A: The answer is much less complex…
- Email list building opportunity (they get the contact info from anyone who redeems their contribution, just as if that person had paid full price for their product)
- Affiliate income opportunity (if they promote and people buy with their affiliate link)
- Authority/Affiliation (being seen “in the same room as” other, bigger names)
- No need to create a new product to share something valuable with their audience (and make some money)
Q: Why would someone buy a bundle? AKA: Is “over $9,000 worth of digital products for just $99” one of those too-good-to-be-true marketing schticks?
A: I don’t really think there’s (enough of) a downside not to purchase a bundle, unless there’s really next-to-nothing in the bundle that appeals to you.
- If you trust the bundle host, and/or can clearly see the bundle inclusions and see the legitimacy of each offer, then you can probably determine for yourself whether the bundle is just a marketing angle, or if it’s a true opportunity.
- You don’t have to sign up for every product, nor do you have to use the ones you do sign up for immediately.
^^ This is key!
- You can always opt out of people’s email lists after redeeming. (Personally, I try to treat a bundle redemption like a real purchase, just like I’d expect the contributor to treat me like a paying customer. Out of respect for the fact that they offered me something that I wanted, I generally stay on their email list for at least a month before considering unsubscribing.)
- If it’s a quality bundle, you’re guaranteed to get more than the $99 value out of it.
And on top of all of that, I think it’s really easy to ignore/underestimate/forget HOW MUCH WORK goes on behind the scenes in any business that launches a product, a service, an offer, a summit, a podcast, a blog or… a BUNDLE.
Purely from that Behind-The-Scenes perspective, I would love to tell you what’s amazing and unique about what my friend Dama did for her bundle:
- she took all the contributors’ submissions in through an Airtable form – asking for headshots, graphics, descriptions, blurbs, links, coupon codes, etc – basically creating a database, and then used all that data to streamline everything that came next…
- she put together DIVINE automations – like, drool worthy coolness – that have allowed her (a one-woman-show) to send personalized updates, links, copy, graphics, emails, and more.
- she even REJECTED contributions to her bundle (manually, despite my earlier references to automations) that weren’t suitable for her audience or aligned with her vision of what she was pulling together
SPOILER: Dama has put together a tell-all to show us what was involved in this bundle, and what the results of it were!
On Feb 2nd, 2023, she’ll be sharing:
- Three ways she tried to scale her digital product biz that didn’t work, and the one shocking scaling method that did
- How to determine if hosting a paid bundle is right for you and your business: the real-talk edition
- Dama’s step-by-step method for hosting a wildly profitable bundle, with every tool, template and tutorial you haven’t even realised you’ll need
(and yes there will be a replay if the time doesn’t suit you to show up live)
Fun facts about Dama:
- Dama puts my tech-forward brain to shame with her understanding and execution of affiliate programs, ThriveCart (not just the tech, but design too!), Deadline Funnel, email segmentation, and all the other tools that most of us mortals (aka online small business people) have been learning for years.
- she writes the snappiest sales copy and the most thorough and supportive emails for her affiliates, her customers, and her audience.
- she’s fun, sassy, and an industry disruptor, and I love being in her orbit.
- did I mention Dama’s automation skill dreaminess?
Note the link to Dama’s infosession is an aff link, but you know I wouldn’t invite you if I didn’t think it was totally worth your time.