| 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
- Bonuses must be relevant — Not random junk
- Fast wins first — Make first bonus easy to use
- Scarcity on bonuses — "Only if you buy today"
- Anchor the value — Always show what they would pay elsewhere
Application
- List every component of your offer
- Calculate the "retail value" of each
- Add bonuses that solve adjacent problems
- Show total value, then reveal your price
