Tactic 31 of 99
The Bonus Drop
A bonus added after the price feels bigger than the same bonus built in.
What it is
Adding a bonus after the price is mentioned makes the deal feel better than if the bonus had been included from the start. Psychologist Jerry Burger tested this “that’s-not-all” technique: people offered a cupcake, then told cookies were included for the same price, bought more often than people shown the full bundle up front.
Spot it
A “free gift” that appears just as you hesitate. Extras that seem to come out of nowhere.
Counter it
Price the whole bundle. Ask yourself, “Would I buy the main thing at this price without the extras?” The bonus is there to stop you asking that.