Know the difference between the two and stop sounding like a used-car salesman.
Order bumps and one-time offers (OTOs) both lift average order value, but they work differently – and you design them differently.
The Basic Difference
Order Bump: small, complementary, one-click add-on at checkout. Quick yes/no. Often a standalone product elsewhere.
Think: companion workbook, checklists, audio summary, templates.
Price: low enough to be impulse-friendly.
OTO (One-Time Offer): offered after the main checkout, framed as “this deal disappears if you leave.”
Bigger, more transformative, less likely to be sold elsewhere.
Think: course, coaching call, or a fast-track bundle.
Designing Them – Step-By-Step
Pick the right role.
If it answers an immediate need from the book – “How do I do X now?” – it’s a bump.
If it’s a deeper jump in transformation – “I want full help with Y” – it’s an OTO.
Brainstorm Wide
Look at your sales copy and ask: What helps readers act on this book?
Examples for your list:
- exclusive video workshop
- profit-planning template kit
- 3-day/30-day challenge
- Treasure Map
- physical companion workbook
- coffee-with-a-guru podcast episode
- mystery box
- bonus case studies
Keep it simple.
One benefit. One CTA. If they can’t explain it in one sentence, you’ve made it too complex.
Price it right.
3 Rules of thumb on pricing:
- Order bumps: 10-30% of the regular / retail price; often $7-$77 depending on your main price. Make it a no-brainer.
- OTOs: 30-70% of the regular / retail price or a price that makes sense for a clear next-step transformation.
- Use price anchoring: show discount against regular price – “Normally $197, today $77” – to create perceived value.
Write copy like you have 5 seconds to explain the offer (‘Cuz that’s what you’ve got).
- Headline benefit
- Price anchor
- One-line proof
- Scarcity reminder (for OTOs)
- One-click instruction for bumps
Sample Copy You Can Steal And Tweak
Order bump (checkbox): “Yes – add the ‘Quick-Start Calendar’ for $27 (normally $67). One-page daily prompts to BIG BENEFIT in 30 days. Check the box to add.”
OTO (post-purchase): “Wait – get the 3-Day OUTCOME Bootcamp for $397 (one-time only). Includes video trainings, templates, and a private group for accountability. This offer expires when you leave this page.”
Don’t Look Desperate!
Don’t spam with too many offers in the funnel. One bump + one OTO is usually enough for most funnels.
Don’t fake scarcity. If it’s truly available later, be honest. Scarcity works when it’s real (limited seats, limited time discount). Add bonuses that aren’t available anywhere else if you want to truly differentiate an offer.
Don’t muddy the message. Keep benefits clear and relevant to the book’s promise. Too many people add extra copy about stuff that has nothing to do with the original reason why they bought the book or whatever it is you are selling.
Don’t upsell every product you’ve created; upsell what speeds their result from this book. Just because you have it doesn’t mean you should try and sell it as an order bump or OTO in this funnel.
Test, Track, Repeat
Add one bump, one OTO, and watch AOV (average order value). Track conversion rates. If the bump converts under 20%, tweak price or copy. If the OTO kills the funnel (big drop-off), rework messaging or lower the price.
Bottom line: small, easy-to-buy offers that clearly help readers do what the original product promises will increase revenue without sounding desperate.
Keep it relevant, simple, and honest – and you’ll get more yeses without the cringe.
Most people waste hours overthinking one-time offers, stressing about wording, and praying they don’t come across like a pushy infomercial.
Why bother? Hit the EZ button instead.
With CopyandContent.AI, you can create amazing one-time offers that feel natural, valuable, and irresistible, without looking desperate.
Stop wasting time. Stop guessing. Start cashing in on OTOs that actually work.
- How To Use Order Bumps And One-Time Offers Without Looking Desperate
- Never Quit Mindset with Entrepreneur and Business Coach Jim Edwards [Podcast 276]
- The Front End and Back End (and in between) of Funnel Marketing with Jim Edwards [Podcast 275]
- How to Build a Sales Funnel FAST
- Learn the Best Ways to Leverage WHO You Know For Your Business / Book Launch with Jim Edwards [Podcast 274]
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