direct-marketing-shock-awe

name	direct-marketing-shock-awe
description	WHAT: Dan Kennedy's Shock and Awe Package — overwhelming value to eliminate price resistance WHEN: When applying direct marketing shock awe knowledge

Direct Marketing Shock Awe

No B.S. Direct Marketing: Shock and Awe Package

The Concept

When you overwhelm prospects with value BEFORE asking for the sale, price becomes irrelevant.

"If everything I'm giving you is worth $X, and I'm only asking $Y — how can you not buy?"

Building the Shock and Awe Package

Structure

Component	Purpose
Core Product	The main deliverable
Bonuses 1-5	Fast-acting, easy wins
Bonuses 6-10	Deeper, higher-value
Guarantee	Risk reversal
Price	Set at 10% of total value

The Ratio

For every $1 of value you show, charge no more than $0.10.

If you can't show 10:1 value, either add more bonuses or lower your price.

Example Structure

Core Product: $197 course
├── Bonus 1: Checklist ($47 value)
├── Bonus 2: Template ($67 value)
├── Bonus 3: Video training ($97 value)
├── Bonus 4: Q&A call access ($197 value)
├── Bonus 5: Community 1yr ($297 value)
└── Bonus 6: 1-on-1 setup call ($497 value)
    ─────────────────────────────
Total Value: $1,302
Your Price: $97

Key Principles

1. Bonuses must be relevant — Not random junk
2. Fast wins first — Make first bonus easy to use
3. Scarcity on bonuses — "Only if you buy today"
4. Anchor the value — Always show what they would pay elsewhere

Application

1. List every component of your offer
2. Calculate the "retail value" of each
3. Add bonuses that solve adjacent problems
4. Show total value, then reveal your price