Morgana Rae & Charmed Life Coaching, Inc.

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Guidelines for Choosing a Bonus Gift for a Book Launch

by Lynn Serafinn


If you are going to be offering a bonus gift for a book launch, it is essential you choose the right kind of bonus gift AND present it properly. Otherwise, you are likely to be very disappointed with the results of all your efforts.

I value new partners on my campaigns and I want to make sure they get the best experience possible. So I have made the following guidelines for choosing and presenting your bonus gift for the launch. These guidelines are based upon years of experience in what works and doesn’t work in YOUR best interest, and are meant to help you not only deliver your materials easily, and also increase the probability of opt ins for you.

What IS a good bonus gift?

  1. It must be 100% FREE
  2. It must be DOWNLOADABLE
  3. It is something special that is NOT routinely and easily accessible via your website (especially your home page!).
  4. It must be in a format accessible to most (PDF, MP3, MP4 are all recommended formats)
  5. Suggested gifts include eBook, special report, audio course, eCourse, templates, video series, etc.

What is NOT a good bonus gift?

  1. An offer of a discount for something they must buy.
  2. An offer of free coaching or consulting (see more below).
  3. An offer of a free place on a live course on a specific date.
  4. Something you would have to send to people via snail mail.
  5. Something which would cost YOU money to give (such as a printed book).
  6. Something in a non-universal format (e.g., an eBook in MS Word doc format would not be acceptable).
  7. Something anyone could easily find by visting your website.

What is a “squeeze page” (“opt in page”) and why do I need it?

Your “squeeze page” / “opt in page” is the place where people will come to REQUEST (not receive) your bonus gift. It should include a sign up form where they are required to enter their name and email (I suggest you do NOT ask for any other information).

How do I get a sign up form?

Any email delivery or autoresponder system such as AWeber, GetResponse, Mad Mimi, Constant Contact or Mail Chimp will allow you to create a sign up form. If you don’t have any of these services, I recommend you get one. Most have some sort of free trial period and prices vary according to the size of your list.

What should my “opt in page” look like?

It should be VERY basic with no distractions, such as outbound links, adverts, etc. It should ONLY show your bonus gift and the opt in form. It should be on a special stand-alone page that is NOT on the home page of your website.


If you want to see an example of a bonus page that receives LOTS of downloads,
so you can try to model your page after it, have a look at this one:

What happens after people sign up?

The opt in form will have a function where you can tell it where to send people after they sign up. They should be taken DIRECTLY to a download page. THEN, you should also set up an automated follow up message that says something like, “Thanks for downloading my bonus gift (Title of Gift). Just in case you didn’t get the chance to download it, here’s the link to the download page again: (link to the page).

But I’m looking to get clients. Why can’t I offer free coaching?

Frankly, because you never will be able to fulfill the requests you will receive.What if you receive 100 requests? Are you prepared to give away 100 precious hours of your time? You shouldn’t be. If people are asking for free coaching and have no intention of hiring you, you are simply wasting both their time and yours. Instead, give them a free downloadable gift (eBook, MP3, etc) that costs you no time to deliver, and then, if you want, put a message at the end of the eBook that you will offer a free consultation to the first 10 requests, or something along those lines.

But I want people to visit my website so they can check out my products and services. Why can’t the opt in page have info about these?

Please remember, on these launches people will be clicking to receive DOZENS of free gifts. They are not interested in checking out anyone’s site while they are doing this. It’s overwhelming enough for them (yes, it’s actually overwhelming for people to have so much choice). If you overwhelm them further with “information overload”, or it looks like you are trying to sell them something, they will CLICK AWAY from your page. Trust me, I have had many a JVP not follow my advice, and not receive but a handful of opt ins during a campaign. Personally, I typically get hundreds of opt ins on my bonus gifts BECAUSE I make simple, not distracting pages that do not attempt to “sell” people anything.

Remember: once people are on your list, you can send follow up messages with information on how to take the content further. You can also put this information IN the product itself (in fact, you should).


Find out 7 reasons why you would want to partner on someone else’s book launch NOW:

7 Reasons to Partner on Someone Else’s Book Launch Now