In info product land, bundle sales are very short-term (usually 24 hour) windows where bundles of old products sold together at vast discounts.
This is bulk pricing meets epic one-time-only or one-time-annually discounts.
An example: one email one day
Paul Jarvis, author of Company of One, did this last week for 75% off before “signing off” from emails for a little while. It was good timing and the reason provided was this:
I’m super thankful for the folks on this mailing list (including you!). I appreciate that you’ve joined me in this journey and let me show up in your inbox each week.
To show my gratitude, once a year I offer a bundle of all of my products for at a massive discount.Paul Jarvis’ email list – sign up here
Paul’s not trying to maximize wealth, planning to offer monthly discounts, or harming his brand by discounting.
He sent one email for one day promo that only his most responsive list members would see and have time to consider.
I do think that by clarifying he offers this bundle annually, that I would be less likely to purchase a traditionally launched with email sequence type info product from him in say, December.
Another example: six emails one holiday weekend
Ryan Levesque, author of Ask, just ran a similar bundle promo for 95% off for July 4th holiday weekend and the reason provided was this:
As we celebrate the 4th of July here in the US I’ve decided to do something a little crazy…
And I wanted to share it with you right away, because I’m only doing this for the next couple of days.
We’re celebrating Christmas in July!
And the best part?
YOU get the gifts!
In fact, I’m giving you 10 Trainings for the PRICE of JUST ONE!
Ryan’s promotion followed more of a heavy hitting launch sequence with six emails:
- offer reveal with reason email (holiday)
- hard sale email (how to buy, buy now)
- specific product highlight email (likely most popular product)
- FAQs email (what it is for who)
- Last day notice email (morning)
- Last chance notice email (late afternoon)
Because Ryan is almost always running promotions and discounts, he has to hit them pretty hard, focus user attention on scarcity, bonuses, and dollar values have to be things like, “get $2000, $3000, $5000 in bonuses.”
When you launch a lot of products with a lot of discount bundles, you have to always be discounting and always be selling.
Which do you think is better?