From The Golden Thread Mailbag …
Premium vs. Bonus

Hi Scott,

I have a couple of questions. First, is there a difference between a premium and a bonus? Second, where do informational premiums come from if they are related to the product?

For example, in Section 35, “16 Secrets to Perfect Roses” is offered as a premium for a garden magazine. Where does this booklet or report come from? The section goes on to explain that the premiums are often created in the minds of the copywriter. Could you explain this?

Thanks! I’m having fun with the program …

– Maureen B.

Hello Maureen,

Bonuses and premiums are really the same thing. They are usually known to the consumer as “bonuses” and tend to be called “premiums” by people in the industry.

Premiums come about in a number of ways. Clients may already possess them. Or they may have licensed or bought premiums for their products before they hire you to write their copy. However, they also may need to have them created.

Which opens a door for you …

Copywriters are masterful at persuasion. Clients leave it to them to weave a climate of desire (with their words) for the products they are selling. But copywriters often don’t get as involved in creating a great offer – and the success of a promotion can hinge on the offer. Great premiums are part of a great offer. So, since you’ve already spent so much time researching and understanding the deeper benefits of the product, you’ll likely have an insight as to what would make the right premiums.

And you can raise your fees considerably by offering to write them along with the promo …

Hi Scott,

FedEx just dropped off my Bootcamp HomeStudy DVD package. Thanks for getting it off to me as quickly as you did!

I must also comment on the packaging. The AWAI CD-wallet … absolutely brilliant! I’ve been wondering how they would arrive and how I would clear off space for all those CD and DVD cases. But to have everything in its own wallet is just the smoothest touch ever. I should know to expect nothing less from you guys – but still, this was a nice surprise. Even better is that there are some empty sleeves in the back so I can put my “Selling Yourself” CDs back there too.

Anyhow, thanks again. I’m looking forward to digging in!

– Cory F.


Hi Scott,

I am the silent student. I receive an installment of Michael Masterson’s Accelerated Program for Six-Figure Copywriting every month – and every month, I let it collect dust. Well, this last month I received the last installment and I did an unusual thing … I opened it.

My curiosity sparked, so I opened another. It was just like Christmas morning ripping open the rest of the installments. Next, I took another step and began to study them. So now, after more than a year, I have started my “Live Assignment.”

Having a degree in business management, I thoroughly enjoy this program, as it brings back lessons from my marketing courses (only with a practical edge). It’s fun to toss out rules from English class and write like people talk. I feel like I’m sitting down to a cup of coffee with a reader instead of scolding them.

Just recently, I wrote a grant proposal, using my new skills, which brought $5,000 to our school’s media center to spend on books. I’m glad that I decided to take the program!

– Mindi D.

Hi Mindi,

I can’t tell you how much we like to hear from members who decide to “pick it up” after a long break!!

Thanks to one and all. Keep those emails coming!


The Professional Writers’ Alliance

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »

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Published: February 20, 2006

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