Bonus Sandwich - packaging your sales

Bonus Sandwich - packaging your sales

Bonus Sandwich - packaging your sales

I’ve been listening a lot to Smart Passive Income lately. It’s a great podcast, full of great sales, marketing and product tips to help you step your game up.

Recently Pat interviewed Derek Halpern of Social Triggers and Derek provided a little psychology tidbit that I enjoyed along with a realistic way to package it.


There was a study that Derek referenced about selling items at a bake sale.  The summary of the experiment was that selling a brownie and two cookies for $1 was not as effective as selling a brownie for $1 and getting 2 cookies free.

The end result is the same, the buyer walks away with 3 products for a dollar but packaging them as buy 1 get 2 free significantly out performed selling the 3 for $1.

Derek goes on to show some examples of how to use this when positioning online products you sell using the “bonus sandwich.”

Bonus Sandwich

The idea behind the bonus sandwich is that your offer is the meat or peanut butter and jelly between two slices of bread. What you want to sell the visitor is your meat. To do the bonus sandwich you give the prospect buyer something that makes it easier to use your product (meat) and also an offer that helps them take advantage of it once they have purchased your product.

The example I will use is for one of my side projects - My company Web Ascender used to sell our DNN modules on this website prior to releasing them all for free and making them open source.

However, let’s jump back 2 years and pretend that we were still selling DNN website modules on  One of our plugins was an e-commerce plugin. After installing and using this plugin you could start selling products on your website.

To use the bonus sandwich we need to have 2 items that the buyer gets for free along with the core product. 1 item will get them closer to being in a position to use the product, the other item will help them use it better once they have it.

With this example the offer may look something like this:

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