version: "1.0.0" name: bonus-stacking description: Bonus stacking from $100M Offers — how to build a bonus stack that multiplies perceived value without inflating price. Use when building a Grand Slam Offer, an LP, or recommending how to strengthen a weak offer.

Bonus Stacking

Source: Alex Hormozi, $100M Offers, Chapters 11-13.

Why a bonus stack works

Each bonus raises perceived value without raising the price charged. The customer compares the total stack vs. the price — not an individual bonus vs. the price.

Rule: total perceived value of the bonuses ≥ 3-5x the price charged.

Quantity: always odd

3, 5, or 7 bonuses. Reason: odd looks curated; even looks arbitrary.

• 3 bonuses: low deal size ($100-1,000)
• 5 bonuses: mid deal size ($1,000-10,000)
• 7 bonuses: high-ticket ($10,000+)

Anatomy of a bonus that converts

Each bonus has 5 elements:

1. A proper name (not "bonus PDF")
2. A perceived value in $ (anchored to the market, defensible)
3. What it delivers (a concrete deliverable)
4. Why it exists (which additional problem it solves)
5. When the customer uses it (where it fits in the transformation)

Example of a badly done bonus

"Bonus: Discord community"

Example of a well done bonus

Bonus #3: Objection Script Vault (value $1,997)

47 validated scripts for every common objection in B2B SaaS, organized by category (price, timing, authority, urgency). You use it during the call — copy, paste into the chat with the lead.

Stack order (psychology)

Put the highest perceived-value bonus in 2nd or 3rd position, not first.

Reason: the first bonus is read with maximum attention but with initial skepticism. The second bonus lands when the reader is already in "this is more value than I expected" mode. The better the second one, the more excitement compounds into the third.

Trim & Stack

Before stacking, do a trim: pull out components of the core offer that seemed central but carry more weight as a bonus.

Example:

• Offer: "Course + Community + Mentorship + Templates + Support"
• Trim: "Course" as core; the rest stacked as bonus 1, 2, 3, 4
• Result: the core offer looks cleaner, the bonuses look like huge extras

Naming psychology — how to name a bonus

The bonus name carries 50-80% of the perceived value before the customer reads the detail. A badly named bonus is disposable; a well named one becomes an anchor.

Patterns to NOT use:

• "Extra X" → sounds like a commodity, interchangeable.
• "Bonus: [generic thing]" → no proper name, the customer's mind doesn't latch on.
• "Supplementary material" → administrative, reads like a PDF attachment.
• "X (free)" → draws attention to the fact that it's free, suggests low value.

Patterns that work — structure `[Trigger word] of/for [Specificity]`:

Before/after:

Rule: if you can swap your bonus name for a competitor's bonus name without losing coherence, the name is weak.

Anti-patterns

• A bonus that looks like it costs nothing (a 2-page PDF with no proper name)
• Perceived value inflated with no anchor ("$5,000 value" with no justification)
• More than 7 bonuses (turns into noise, the customer stops reading)
• A bonus that's an essential part of the core (it's not a bonus, it's fragmentation)
• A generic bonus ("community access") with no use mechanism

Workflow

1. List every component the customer receives in the offer
2. Identify the core (1 central deliverable that justifies the price on its own)
3. Trim 3-7 components into bonuses
4. For each bonus: proper name + $ value + deliverable + problem solved + moment of use
5. Calculate total stack value: target 3-5x the price
6. Order bonus #2 or #3 as the highest perceived value

Application by use case

Detailed reference

See reference/100m-offers-extracts.md (Bonus Stacking section).