a single source, nothing corroborates it

Make the bonus something they lose by waiting

A bonus creates urgency without touching the price, provided it is genuinely withdrawn when the window closes. Make it the implementation half of what you are teaching, state its cash value in the bundle list, put a hard quantity limit on one item for the earliest buyers, and publish the expiry to the exact hour in two timezones. Unrelated physical merchandise is the exception that costs money and effort and moves nothing.

The method

1. 01

   Include another company's product as a bonus and state its dollar value in the bundle list

2. 02

   Make the bonus the implementation half of what you are teaching: sample code alongside a book about building an app, for instance.

3. 03

   Time-box the launch bonus to the first 48 hours and state the expiry to the exact hour in two timezones

4. 04

   An expiring bonus must genuinely be withdrawn when the launch ends, or it creates no urgency at all.

5. 05

   Do not use unrelated physical merchandise as a launch bonus; it is costly, laborious and does not move sales.

What it returned

• $149

  Three months of ConvertKit included, described as a $149 value

• 9

  Bonus of a licence to his habit app plus a live topic-selection workshop, expiring Friday at noon Eastern, 9:00 AM Pacific

• Pat Flynn pairs affiliate offers with matching bonuses: WordPress setup training for Bluehost, his own templates for Opt-in Skin

• Tim Grahl's branded notebooks offered for preorders looked good but did not drive sales

Sources

• A first look at AuthorityNathan Barry · nathanbarry.com · The Resources · 2013-05-20
• Authority launches tomorrow morningNathan Barry · nathanbarry.com · The bonus · 2015-05-26
• Using urgency to increase salesNathan Barry · nathanbarry.com · Provide a bonus · 2014-03-13