MONETIZE YOUR MESSAGE
Build your income beyond the podium
get More Bang with Bundles
Iself-published my first book, an historical novel, in 2002, and immediately threw myself into the full-time job of marketing. As an independent fiction writer, there were many hurdles
to overcome, and I put much of my
creative energy into concocting out-of-the-box ways to attract attention for
my story. And it worked.
But while I was plugging away at
promotion, a voice kept whispering in
my ear: Write another book. The voice
belonged to my husband, a marketing
manager for a Fortune 500 company.
He knew that the more product you
have, the better the results from your
One of the benefits of producing
more goods is the ability to bundle
your wares. Back when I had just one
novel, all of the hours I spent on promotion earned me one-off sales of a
single item. Back-of-the-room sales
were good, but not great.
Now, with six books all on a similar
topic, I am able to offer two types of
bundles, and my back-of-the-room sales
have increased exponentially. People
want a deal. And if they can get more
than one of a product that appeals to
them at a discounted rate, they will almost always go for the bundle.
And this doesn’t just work with your
books or written materials. You can
bundle your services, or mix and match
products and services. Most commonly,
speakers offer books, booklets, e-books,
CDs and DVDs as their tangible products. They might also offer download-able video or audio courses, webinars,
coaching or consulting packages, etc.
The key to a good bundle is the key to
all business dealings: It’s about the customer, not you.
If you are creating a bundle simply
to move material that didn’t sell or to
push as much product as possible, your
motives are selfish, and customers see
right through that. People want only
what they want, and items need to be
linked in a logical manner. Resist the
urge to offer your coaching package
and audio course with a copy of your
book, How to Build a Shed. Buyers will
shy away from a bundle that doesn’t
meet all of their needs. They will also
turn away from bundles if they suspect
the speaker is simply trying to rope
them into additional purchases.
Give people choices, but keep it
simple. If I have to scroll down to figure out what you are selling, you’ve
already lost me. I offer a four-book
bundle of my children’s series and
The Teresa Funke Collection, which
includes all six of my WWII novels.
But I also bundle my books with teaching materials to create teacher kits or
classroom sets. Simple.
There’s no rule for pricing bundles,
but I’ve found a 20 percent discount
works well. People can quickly add up
the savings, and I still make a fair
profit. Many speakers bundle their tangible products with their speaking fee.
I often simplify things even further by
including a certain number of books in
my speaking fee, which creates goodwill and a wonderful take-away for the
audience. And once they have one of
my books in their hands, they are often
eager to buy more.
Teresa Funke is an author,
speaker, and idea develop-
ment and writing coach
who helps people move
their neglected ideas into
action. For more information, visit