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put in a little too much effort into adding value to one of their products. Or so they think anyway. Have a look at this one, how many times have you seen this recently?


Example: Get your hard hitting, intensive training course, entitled 'Improve Your Fishing', consisting of two CD's packed with audio and video, showing you all the tricks, tips and tactics in use today by some of the most successful fisherman in the world!. Order now and get this proven course worth over $2500 for a measly $300. In fact, I'm so confident that it's going to help you I'm going to knock the price down further. You can get all this expertise in one place for an amazing $49.95. Order your copy now!


See where I'm coming from? Don't get me wrong, there's nothing wrong with giving special offers to people who buy there and then catering to impulse buyers, and bargain hunters, or just to show people they're getting a real good deal out of you, but from $2500 down to $49.95? That's going over the top, and unfortunately just makes your product look like a defect. How would you feel if you walked into a store and saw a top of the range 62" plasma screen knocked down from $12000 to $200? I can tell you, your first reaction would either be 'Yeah right, this a joke', or even more likely 'What's the catch?' or 'What's wrong with it?'.


Remember when we talked earlier about increasing customer confidence in your products, and the whole idea of a sales letter is to squish all these problems and questions people might have with a product, while at the same time creating a want, and sometimes even a need for it. Do you see how adding too much value, too soon, or going really over the top can be detrimental? Where as you see it as giving the customers a bargain, they're seeing it as another question in their minds. Another hurdle that they need to cross, or a question they need to find the answer to before they buy your product. It's everywhere nowadays. Discounts aren't bad on their own, but in this type of circumstance, they are going to kill your sales. Most people don't even know why. If you didn't before, now you do. Don't make the same mistake.


Now one thing I don't want to do is let you think that there is only one bad way to add value (or completely remove value) from your products, because I've seen it done over and over again in different circumstances. I was going to give you three examples here, but lets take the fishing example above as one, and I'm going to give you two more, in totally different situations that will spoil your sales figures. Bear in mind these are real, live examples that are out there right now on the net.


Example one: The 'Only want your bonuses' factor: I land on this pretty blue and white, professionally designed, well built website that immediately makes me smile (Just feels nice when something is presented like this). I proceed to read the sales copy which briefly tells me how I can get money-making tips for free if I sign up to their newsletter. I see links to back issues here too so I'm not really put off by the thoughts of this being another poor excuse to send me ads. Then comes the standard, sign up today and get this freebie. I'm

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